Earticle

초록

한국어

본 연구는 점점 다양해지고 있는 기업 문화마케팅 환경 변화에 대응하기 위하여 트랜스미디어 스토리텔링의 기법을 문화마케팅으로 폭넓게 적용하는 방안을 제시하고자 한다. 이를 위해 기존 트랜스미디어 스토리텔링의 기 업 문화마케팅 활용 사례를 살피고 그 효과와 시사점을 정리하였으며 활용 영역을 확장하기 위해 사회공헌전략, 마케팅전략, 경영전략으로 나누어 활용할 것을 제안하였다. 이번 연구를 토대로 트랜스미디어 스토리텔링의 활발 한 활용을 기대해 보며, 문화마케팅의 스펙트럼이 좀 더 넓어질 수 있기를 바란다.

영어

This research suggested an extensive application of transmedia storytelling into culture marketing in response to increasingly varying environments of corporate cultural marketing. For this, the previous cases of transmedia storytelling about how companies applied it into culture marketing were reviewed and its effect and implication were organized. Finally, this paper suggested transmedia storytelling to be utilized based on the strategies for corporate social responsibility, marketing, and management in order to expand application of transmedia storytelling. For the use as a CSR, media diversity and field of interaction which are transmedia storytelling feature improve sociality and the story including value of society contributes to the development of society. Based on this, a corporate will improve its image. For the use as a marketing strategy, media diversity which is transmedia storytelling feature prospects for new clients and experiences of transmedia storytelling could educate participants about products and technology of corporate. For the use as a business strategy, field of interaction which is transmedia storytelling feature could improve communication skills and missions carried out could improve individual business skills. It is expected that this study will encourage active application of transmedia storytelling and broader spectrum of culture marketing.

목차

국문초록
 Ⅰ. 서론
 Ⅱ. 기업의 트랜스미디어 스토리텔링 활용 사례
  1. 기업 문화마케팅의 변화
  2. 개념 및 정의
  3. 사례 및 쟁점
 Ⅲ. 트랜스미디어 스토리텔링의 활용
  1. 사회공헌전략으로의 활용
  2. 마케팅전략으로의 활용
  3. 경영전략으로의 활용
 Ⅳ. 과제
 참고문헌
 Abstract

저자

• 윤지수 [ Youn, Ji Su | 문화예술경영학 석사, 경희대학교 ]

참고문헌