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From Painting to Stage : Reimagining Cultural Heritage and Marketing in “Only This Green”
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- 발행기관
- 건국대학교 KU중국연구원 바로가기
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- 간행물
- Open Regional Studies KCI 등재후보 바로가기
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- 통권
- Vol.4 No.2 (2025.06)바로가기
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- 페이지
- pp.43-67
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A469849
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6,300원
원문정보
초록
- 영어
- The dance drama Only This Green blends traditional culture with modern innovation, drawing its inspiration from the ancient Chinese painting A Thousand Miles of Rivers and Mountains. By placing the painting’s cultural symbols at its core, the production brings to life the deep aesthetic value and unique charm of Chinese heritage through the medium of stage art. Through the combination of modern stage technology and creative direction, the work successfully connects traditional art with modern audiences, setting a new standard for cultural inheritance and artistic reinvention. This study examines the strengths and communication strategies that have made Only This Green stand out in the cultural market, using the frameworks of Unique Selling Proposition (USP)) theory, brand image theory and story marketing theory. It outlines a cultural marketing strategy and a plan for aligning the work with an adaptable business model. Through precise branding, emotional storytelling and diversified business extension, the study provides actionable recommendations for the show’s continued growth at home and abroad and for its role in keeping traditional culture alive in a global context.
목차
ABSTRACT
I. Introduction
II. Theoretical Framework
1. Unique Selling Proposition Theory
2. Formal Innovation
3. Brand Image Theory (BIT)
4. Theory of Storytelling Marketing
III. Cultural Marketing Strategy of the Dance Drama “Only This Green”
1. Cultural orientation based on USP theory
2. Implementation of Differentiated Marketing Strategies
3. Emotional Connection Through Story Marketing
4. Business Model Integration and Expansion
IV. Implementation
1. Stage 1: Brand Building
2. Stage 2: Marketing Expansion
3. Stage 3: Commercial Extension
V. Conclusion
Reference
키워드
USP Theory Brand Image Story Marketing Cultural Marketing Strategy Business Model Connection저자
간행물 정보
발행기관
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- 발행기관명
- 건국대학교 KU중국연구원 [KONKUK UNIVERSITY CHINA INSTITUTE]
- 설립연도
- 2013년
- 분야
- 사회과학>무역학
- 소개
- 'KU 중국연구원'은 건국대학교만의 차별화된 가치를 구현하기 위해 건국대의 교시(校是)인 성(誠)·신(信)·의(義)를 바탕으로 인본(人本)·소통(疏通)·통섭(統攝)에 초점을 둔 중국학 연구를 지향하고 있습니다. 또한 시대적 당위성을 반영한 실용 중심의 연구와 학문 후속세대 양성에 기여하는 국제적 연구센터로 발돋음하는 연구기관 입니다.
간행물
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- 간행물명
- Open Regional Studies
- 간기
- 부정기
- pISSN
- 2951-3197
- 수록기간
- 2022~2026
- 등재여부
- KCI 등재후보
- 십진분류
- KDC 912 DDC 951
이 권호 내 다른 논문 / Open Regional Studies Vol.4 No.2
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