한국적 소재 활용 무용창작작품의 대중화를 위한 마케팅 믹스 7P 전략 연구

초록

The purpose of this study is to analyze strategies for the popularization of dance creations that utilize Korean cultural themes, specifically through the lens of the 7Ps marketing mix. For this purpose, Home within Home by Mujer Dance Company and Shim Chung by Universal Ballet were selected as case studies. The analysis was conducted based on official performance records, media reports, and online promotional content. The 7Ps marketing mix framework employed in this study consists of Product, Price, Place, Promotion, People, Process, and Physical Evidence. The findings indicate that the popularization of dance works incorporating Korean themes is not achieved by emphasizing a single isolated element. Rather, it is realized through a synergistic strategy in which various marketing components are interconnected and function collectively. This study is expected to serve as foundational marketing data for exploring future methods to enhance the popularization and advancement of the dance arts.

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