한국문화콘텐츠의 해외시장 진출 전략에관한 실증 연구

초록

Throughout the 21st century, cultural contents industries are getting the spotlight as an environmental friendly industry and the fusion of the creativity and digital technology in the age of knowledge economy. Since 2010, the face of IT development has been changing very rapidly with the advent of contents platform such as smart mobile, tablet PC, e-book reader and that of communication technology including information distribution network, mobile broadband access are expected that the market of media based cultural contents that incurred by intellectual property. Korean cultural contents industry in relation to Halyu which is a recent phenomenon widely spread to Japan, China, East-Southern Asia and Europe, is evolved as one of trade items. Thus, we ought to study the field from the perspective of management strategies, in order to discover which strategic factors will affect global trade performance. According to precedent studies, we have found critical success factors. From a study of 66 questionnaires taken from leading figures including CEOs, directors and global marketing officers as well as conducted Reliability analysis, Exploratory Factor analysis, and Multi Regression to test the hypothesis. This empirical study reveals that for a global strategy, first, global advance marketing factor has a positively significant influence on cultural trade performance. In detail, construction of global human network, participation to international contents market and exhibitions, systemic information management for helping export including that of local culture, potential customers and competitors, global targeted product (global standardization) supporting service for customer activities of cultural contents consumption have a positive relationship with performance of trade; both eonomic and social performance. Last but not least, experience of winning of international award and festival participation influnce positively the trade performance.

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