A Study on the Distribution Market of Local Cultural Contents Products

Purpose – The Jeju region has its unique culture, traditions, mythologies and so on. Its cultural identity, which is compared with the mainland, is a resource of making Jeju cultural goods and has a competitiveness in sale of souvenirs and goods. In spite of this feature, many companies in Jeju are consisted of small-medium sized industry and have a weakness in distribution network. The purpose of this study is to research on the actual condition of souvenirs and cultural goods in Jeju and to find out the perspectives for enhancing the competitiveness in distribution systems and market network of Jeju cultural goods. Research design, data and methodology - In order to analysis the distribution and market of Jeju cultural goods, this study had the literature research, the survey research, and expert interviews. This study assessed the situation of the cultural contents market and the ecosystem of Jeju contents market. In addition, the study conducted the survey for three target groups: the producing companies, the distribution companies, and 314 tourists of Jeju. Result - As a result of the empirical analysis, both company groups pointed out the importance and necessity of the distribution activation policy for Jeju cultural contents. The result of the tourist survey showed that the lowprice goods and easily the approachable goods were far more preferable in the souvenir market. Conclusion – Even though Jeju Island has a great natural and cultural heritage, Jeju contents companies has some difficulties for selling their goods because of the small sized cultural market and another challenge to find market. So, this study offered some policy proposals to improve the distribution structure; the construction of joint local store for small-sized enterprises, enacting a local act to promotion for the cultural contents market, making a support policy to produce various designed and shaped goods, enhancing the capacity of cultural contents enterprise, supporting the low commission by supplying to joint distribution channel, enlarge the contest exhibition for souvenir and find the outstanding enterprise