공연산업에서 NFC와 LBS 마케팅에 관한 실증적 연구

다국어 초록 (Multilingual Abstract)

To invigorate and develop marketing strategies in public performance, this thesis reviewed the literatures such as papers, academic materials and internet information on marketing in public performance. We performed surveys for specialists and non-specialists of public performance from on-line or off-line for questionnaire which is classified as demographic characteristics, tendency for seeing public performance and for knowledge of NFC and LBS, and analyzed the questionnaires for knowing the effects of NFC and LBS marketing in public performance. This thesis revealed generally a higher level of satisfaction with NFC than LBS, especially for specialists as compared with non-specilists. The reason of a lower level of satisfaction with LBS than NFC is that LBS technique has privacy problem about personal information by exposing the user location information. The reason of a lower level of satisfaction with NFC to non-specialists is that there are insufficiency of promotion for NFC technique and contents utilizing NFC. A total average score for a level of satisfaction of NFC and LBS service was revealed high as more than 3.50 out of 5.00. Through this thesis we suggest the public performance marketing strategies. .

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경
• 2.1. 공연산업 마케팅
• 2.2. NFC와 LBS의 마케팅 활용
• 3. 본론
• 3.1 설문분석과 공연산업마케팅전략
• 3.2 설문 분석
• 3.3 공연산업 마케팅 전략 제안
• 4. 결론 및 향후 연구 과제
• 5. References

참고문헌 (Reference)

1 Marketing unwired, "RONZE MOBILE LIONS: NFC Charity Stickers - Unicef / Cheil HK"

2 Korea Comunications Agency, "NFC Latest Technology Trends" Information Communication Technology and Issues 2013

3 Chicago AMA, "Marketing Definitions: A Glossary of Marketing Terms" American Marketing Association Committee on Definition 1960

4 Del Rey, Jason, "Lexus Brings FIRST NFC-Enabled Print Ad to Wired Magazine" printmediacentr 2012

5 Lee, "Emerging location-based Service(LBS)"

6 Wang Ruoxue, "Consumers’Evaluation of Chiness NFC Wireless Payment" KyungHee University 2013

7 Hanlon, Joseph, "Billboard Magazine great use of NFC" whistleout 2013

8 American Marketing Association, "AMA Board Approves New Marketing Definition"

9 Choi Kyeoi-Yeong, "2013/2014 ICT Key Issues and Prospects" KISDI 2013