문화콘텐츠산업 해외진출 활성화를 위한 마케팅 전략 = A Study on the Overseas Marketing Activation Strategies of the Korean Cultural Contents Industry

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to grasp the present situation and obstacles of export marketing of the Korean cultural contents industry including animations, music, character, cartoons, games, and mobile contents, and suggest the activation devices of overseas marketing. As the result of analyzing domestic and foreign companies cases engaged in the cultural contents industry, the main obstacle factors of its export marketing were the problems of public relations and precedures, the information capacity for overseas market, export experience, export market diversification and logistics including law and system.
Therefore, in order to activate the overseas marketing of the cultural contents industry, the government and related companies should take measures such as the enlargement of specialized manpower, the construction of integrated information networks, promoting active cultural exchange, strengthening international joint development projects including improve-ment of distribution channels. In addition, the government should help the cultural contents industry develop global marketing strategies and also assist the related companies to enter foreign markets through the analyzing trends in the domestic and global market, collecting statistics, and policy development.

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to grasp the present situation and obstacles of export marketing of the Korean cultural contents industry including animations, music, character, cartoons, games, and mobile contents, and suggest the activation devices of overseas marketing. As the result of analyzing domestic and foreign companies cases engaged in the cultural contents industry, the main obstacle factors of its export marketing were the problems of public relations and precedures, the information capacity for overseas market, export experience, export market diversification and logistics including law and system.
Therefore, in order to activate the overseas marketing of the cultural contents industry, the government and related companies should take measures such as the enlargement of specialized manpower, the construction of integrated information networks, promoting active cultural exchange, strengthening international joint development projects including improve-ment of distribution channels. In addition, the government should help the cultural contents industry develop global marketing strategies and also assist the related companies to enter foreign markets through the analyzing trends in the domestic and global market, collecting statistics, and policy development.

목차 (Table of Contents)

• Abstract
• Ⅰ. 문제의 제기
• Ⅱ. 문화콘텐츠산업 해외진출의 중요성: 문화무역론적 접근
• Ⅲ. 문화콘텐츠산업의 해외마케팅 현황
• Ⅳ. 국내외 기업의 해외마케팅 사례 분석
• Ⅴ. 문화콘텐츠산업의 해외마케팅과 홍보활성화 방안
• Ⅵ. 맺음말
• 참고문헌