현대무용과 뮤지컬 공연의 마케팅 7P`s 전략 분석을 통한 관객성향 비교 분석 = Comparison and Analysis of Audience`s Propensity through the Analysis of the 7Ps Marketing Mix in Contemporary Dance and Musical Performance

다국어 초록 (Multilingual Abstract)

The purpose of this study was to compare and analyze the 7Ps marketing mix perceived by audiences of contemporary dance and musical that are representative of performing arts and audience"s propensity. and propose the 7Ps marketing mix suitable for each field. For this, audiences in four performing arts halls located in Seoul were selected as the population from March to April, 2014 and convenient sampling and self-administration methods were used. 270 contemporary dance questionnaires and 270 musical questionnaires were distributed. After 45 questionnaires which were considered as unreliable were excluded, a total of 495 questionnaires were selected as the final effective sample. For the data processing, the cross tab analysis was conducted to analyze contemporary dance and musical audience"s propensity and the independent sample t-test was used to analyze the 7s marketing mix. The results of testing the hypotheses of this study are as follows. First, there was a difference in the product strategy perceived by contemporary dance and musical audience. Second, there was a difference in the concerned people strategy perceived by contemporary dance and musical audience. Third, there was a difference in the promotion strategy perceived by contemporary dance and musical audience. Fourth, there was a difference in the process strategy perceived by contemporary dance and musical audience. Fifth, there was a difference in the performing place strategy perceived by contemporary dance and musical audience. Sixth, there was a difference in the price strategy perceived by contemporary dance and musical audience. Seventh, there was a difference in the physical environment strategy perceived by contemporary dance and musical audience.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과 및 논의
• Ⅳ. 결론 및 제언
• 참고문헌