국내 무용단체의 SNS프로슈머 마케팅 현황 연구

Abstract

This research aims at investigating the current status of SNS prosumer marketing initiatives taken by National Dance Company of Korea, Korea National Ballet, Korea National Contemporary Dance Company and Universal Ballet. The results of the research are as followings. First, the local dance groups are undertaking SNS prosumer marketing initiatives of which the objectives are mainly divided into three parts: improving relations with the consumers and accommodating to their needs, providing education for audience participation and experience, and performance planning for audience development. Secondly, it was found through the research that National Dance Company of Korea and Korea National Contemporary Dance Company were best practicing SNS prosumer marketing for improving relations with the audience and for hearing their feedback. In addition the National Contemporary Dance Company was found to be providing multi-leveled education programs for diverse audience to offer experiences and induce participation from the audience, while actively taking SNS prosumer marketing approach. Lastly, the Universal Ballet was found to be taking proactive approach in SNS prosumer marketing by introducing differentiated performance planning.