문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제7권4호
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  • Pages.337-342
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  • 2021
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  • 2384-0358(pISSN)
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  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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문화콘텐츠기업 글로벌전략의 성공 요인에 관한 연구: 아이코닉스를 중심으로

A Study on Success Factors of Global Strategy of Cultural Content Company: Focusing on Iconix

  • 투고 : 2021.09.30
  • 심사 : 2021.10.18
  • 발행 : 2021.11.30
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초록

본 연구의 목적은 아이코닉스를 중심으로 문화 콘텐츠 기업의 환경 및 전략 행태를 분석하고 지속적인 경쟁우위를 창출하기 위해 아이코닉스가 나아가야 할 전략적 제언을 도출하고자 한다. 분석 결과 아이코닉스는 이미 세계시장을 주도하는 미국, 유럽의 메이저들과 당당하게 경쟁할 수 있는 전천후 엔터테인먼트 콘텐츠 사업자로 발전해나가고자 하는 그들의 미션에 걸맞게 콘텐츠의 기획에서부터 사업에 이르는 수직 계열화된 개발-비즈니스 시스템 구축하고 있으며, 국내 및 해외를 포괄하는 강력한 글로벌 비즈니스 네트워크를 단계적으로 구축해나가며 고도의 글로벌 전략을 취하고 있다. 하지만 뽀로로의 성공에 의존하거나 조직 구조 내의 다양한 문제점으로 인해 한계에 부딪히고 있다. 이에 엔터테인먼트 산업 각 부문별 선도 회사들의 참여와 사업적 연계를 통해 콘텐츠의 부가가치를 극대화할 수 있는 One Source Multi Channel/Multi Use 전략을 기반으로 본 연구에서 제시한 다양한 전략적 제언들을 실행한다면 안정화된 Total Entertainment Contents 산업에서의 선두주자로 자리매김할 것이다.

The purpose of this study is to analyze the environment and strategic behaviors of cultural contents companies with a focus on Iconix, and to derive strategic recommendations for Iconix to pursue in order to create a sustainable competitive advantage. As a result of the analysis, Iconix is a vertically integrated development-business system from content planning to business in line with their mission to develop into an all-weather entertainment content provider that can confidently compete with the major players in the US and Europe that are already leading the global market. It is building a strong global business network covering both domestic and overseas markets in stages, taking a high-level global strategy. However, depending on Pororo's success or due to various problems within the organizational structure, it is facing limitations. Therefore, if the various strategic suggestions presented in this study are implemented based on the One Source Multi Channel/Multi Use strategy that can maximize the added value of contents through the participation and business linkage of leading companies in each sector of the entertainment industry, the total entertainment will be stabilized. It will establish itself as a leader in the contents industry.

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