문화콘텐츠 산업 선순환 구조 구축을 위한 담론

초록

Korean content industry has been moving forward to the industrialization in many aspects. However, for the Korean content industry to establish itself in the firm basis for sustainable development, there still are many challenges and problems to be resolved. In this article, 4 major issues in content business and marketing research area are selected and discussed for the establishment of content industry structure with virtuous circle. First, for the discussion of globalization of Korean culture content, the success of Psy’s Gangnam Style is discussed as the case which implies the diversification in Hallyu, the potentiality of SNS as the channel to global market, and entrance into North American market. The discussion suggests the need for further research on the global code and utilization of SNS as the content distribution channel. Second, the new content business model in smart media environment is discussed by reviewing the researches on business model innovation, because the creation and capture of value in this rapidly changing media environment are critical for the content industry’s development. Third, while the value of local culture industry draws the attention, discussions on co-branding of local culture resources are reviewed to identify the jargons and concept of local co-branding. The discussion points out the future research direction for systematic development of local co-branding, such as evaluation tool of local co-brand’s performance, and cultivation of local intellectual property expert. Fourth, past researches on concept of service innovation are reviewed to set up the concept of content innovation, and to suggest the direction of further study such as content convergence and development of soft innovation areas.

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