Abstract
This paper discusses how art performance products can be activated and promoted in Korea. In particular, this paper investigates marketing strategies for art performance products which are applied to opera art performance products for designing and planning by exploring case studies. This paper shows that strong commercial philosophy as well as creativity and innovation play a role in art performance products and they help performance products to spread out to public. First, it is needed to consider much effort with European opera groups consistently. Second, there need more sights in the performance shows. Third, performance stages need more mechanical factors for acoustic transmission to enhance natural acting. Fourth, marketing strategies is important and designing and planning in a theme park can be encouraged. Last, open mind and innovation to drastically adopt various forms of genre and categories for commercialization. This paper contributes to marketing literature in applying western philosophy of commercial mind to performance product design and development process. This paper is differentiated from other studies in applying art philosophy to brand design and art performance products.
| Translated title of the contribution | Market Activation Strategy for Art Performance Products: Focusing on Commercialization of Opera Performance |
|---|---|
| Original language | Korean |
| Pages (from-to) | 171-179 |
| Number of pages | 19 |
| Journal | 상품학연구 |
| Volume | 32 |
| Issue number | 6 |
| DOIs | |
| State | Published - Dec 2014 |