문화소비성향, 라이프스타일별 문화마케팅 7P를 활용한 여가소비촉진방안

Marketing Strategy for the Audience’s Cultural Enjoyment according to Cultural Consumption Tastes & Life-Style Types

Marketing at cultural art institutions can be understood as an effort to facilitate smooth exchange between audiences and the institutions. This paper is to develop a marketing mix strategy which the cultural and arts centers could apply marketing concept. The study question is how culture and arts centers set marketing strategy against the obstacles of accessing cultural enjoyment. Factors of the obstacles were examined using what one calls 7P's(product, price, promotion, place, people, physical evidence, process). Authors recommends that various types of policies for reduced ticket prices and services are needed. In addition, the research emphasizes that one need various events which allow citizens to be able to experience art and culture at a public space such as local art and cultural centers.