한국 PR산업 특성에 대한 탐색적 연구: 적소이론을 적용하여 = Competition or Coexistence? Public Relations Industry in Korea: An Application of the Theory of the Niche

다국어 초록 (Multilingual Abstract)

The theory of the niche was applied to explore the competitive environment of public relations industry in Korea. Public relations agency`s client business type was taken as a niche dimension. Niche breadth and niche overlap of the client business type in terms of retainer based service and consulting project based service were examined. Results showed that niche breadth mean was 3.609 and 2.991 in the retainer based service and the consulting project based service respectively. The result suggests that public relations agencies in Korea are competing for each other with clients in little variety of business type. Niche overlap mean was 0.381 and 0.589 in the retainer based service and the consulting project based service respectively, which means that competition among public relations agencies was more severe in the area of the retainer based service rather than in the area of the consulting project based service.