디지털 미디어 환경의 콘텐츠 비즈니스 모델 구성 요소의 선순환 체계 관점에서

초록

This paper discussed the business model in digital content industry, which should create the virtuous circle and optimization of a firm’s activity system. The core components of business model are customer value, target customer, value network, competence/resource and revenue sources, and the components interdependently work to create the customer value and firm’s profit. From the business model’s point of view, digitalization has changed the value network to make the access to mass market narrow, and the customer value is declining due to the easy access to enormous amount of content. Diversification of content and change in consumer behavior divided the market into many smaller segments, which resulted in shrinking revenues and consequently, weakened a firm’s competence and resources to create value. To cope with digital media environment, building the virtuous circle in business model is critical. A content firm should secure the point of contact with consumers through extension of value network in both on-line and off-line, to enhance the customer value by providing optimized customers’ content experience. To more segmented market, a firm should offer the customized content for clear target, and create the maximum revenues from loyal target customer group through various revenue streams. And a firm should secure not only the content creation competence, but also the human and financial resources to actively participate in related business.

키워드