영화고객 관리 및 관계 강화를 위한 통합 마케팅 커뮤니케이션(IMC) 접근 제안 = An IMC Approach to Managing Customers and Building Customer Relationship for Motion Picture Customers

다국어 초록 (Multilingual Abstract)

The current study suggests an IMC approach to the Korean theatres to capture the fair share of the motion picture industry which has been growing fast during last few years. The review of literature showed that vast of research in this area has been focusing on consumer motivation, value and lifestyle which has limitation in application for practical marketing. It explains why an IMC is an appropriate approach and how it can be developed and applied to the marketing for movie customers. To explain and demonstrate how an IMC approach can be applied to the management of movie customers, the authors generated customer data of 300 and classified them into four groups based on customer value in terms of CBV and RFM scores. The illustrations of IMC programs are developed and presented for each group to build customer relationship through differentiated communications. The implication of the study, limitations and problems are explained and discussed.