스타 매니지먼트 사례 연구 - 미국ㆍ일본ㆍ한국을 중심으로

Case study of star management - With focus on the United States, Japan & Korea-

&nbsp;&nbsp;In this treatise authors studied status of star management industry in the United States, Japan and Korea on the basis of available literature.<BR>&nbsp;&nbsp;First, we examined Hollywood Studio system in 1910 which was the introductory phase of star management industry in the United States and Agency Star System established in 1970.<BR>&nbsp;&nbsp;Agency system of the United States is wielding a very powerful influence in‘project goods&quot; comprising not only arrangement of casting, contract with the producer, survey of star&quot;s image, monitoring of films and TV but also even casting of directors and actors on the basis of playwright&quot;s scenario. In Hollywood agent and manager which are usually confused in Korea are strictly classified legally.<BR>&nbsp;&nbsp;Second, we examined status of management system of Japan. Through this study we could find central feature of management system in Japan is &quot;salary system&quot; and life of a star in Japan is very long because of strict management of its stars by management companies. Yoshimoto which is one of the largest management company in Japan was pursuing maximum efficiency by tying up all the field as a flow through its 30 plus subsidiaries.<BR>&nbsp;&nbsp;Third, we examined status of management industry in Korea by periodizing 1950s～1960s as germinating period of management industry in popular culture era centering around motion pictures and 1970s～1980s as introductory period of management industry in popular culture era centering around televisions and post-1990s as development period of management industry with participation of big industries in this field.<BR>&nbsp;&nbsp;Conglomeration of affiliated companies such as enterprise type management is considered as desirable generally. But there are problems with such trend of conglomeration of management industries. They are their threatening small and medium scale management industries and soaring price of star and restricting opportunity of would-be stars. As alternatives there should be regulation under a certain system of government level and there should be separation between producers and investors. More investment of government level and diversification of projects possible for creating income through utilization of stars such as star marketing etc. are also desired.<BR>&nbsp;&nbsp;In cultural industry our country&quot;s management system can be seen as adroitly using aspects of the United States and Japan. There should be long-term mutual development by moving away from seeking short-term interest by broadcasting stations, producers and government but making positive commitment of long-term perspective.