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Korean Society of Dance Science
[ Article ]
Official Journal of the Korean Society of Dance Science - Vol. 35, No. 4, pp.183-199
ISSN: 1229-7836 (Print)
Print publication date 30 Oct 2018
Received 26 Aug 2018 Revised 11 Oct 2018 Accepted 21 Oct 2018
DOI: https://doi.org/10.21539/Ksds.2018.35.4.183

Maecenas and Its Possible Applications to Korea

Shin, Jung-Beom ; Cho, Nam-Gyu*
Sangmyung University
메세나, 그 한국적 적용의 실제
신정범 ; 조남규*
상명대학교

Correspondence to: * cng1222@hanmail.net

CopyrightⒸ 2018 by the Korean Society of Dance Science

Abstract

This paper is organised as follows. To begin with, with the enhanced concerns of corporate cultural investment as one of marketing tools, there have been already a number of published studies regarding the preceding definitions or terms regarding Maecenas. Hence, on top of that, this study dealt with the theoretical characteristics of former or other usages of Maecenas. And then, this paper will be shown some kinds of case studies which are involved inside and outside of Korea.

Finally, it suggested the future way of mecenat in order to not only positioning of the proper way to its original meaning but also promoting of the longer term and effective strategy in the economic arena in Korea.

초록

본 연구는 대외 환경 변화에 따라 메세나가 자리하는 실재적인 범주에서의 특성을 제시하고 있다. 이를 위해 우선 메세나의 이론적인 배경을 제시하며 그 시작을 탐구하고, 또한 국내외 사례를 통해 새로운 담론을 형성하고 있다. 사람들의 더 나은 삶의 지표를 위한 문화와 예술의 효용이 기업의 메세나 활동을 통해 얼마나 촉진될 수 있는지를 넘어, 기업의 중요한 가치 창출을 위해 그에 상응하는 피드백을 가질 수 있는 필요의 상관관계가 언급되고 있다. 제안으로는 문화예술 각 장르에 대한 감성적 인식의 척도를 살펴보며 끊임없이 변화되고 있는 환경에서의 제한들을 마케팅 믹스와 함께 다루고 있다. 결론적으로 메세나의 원론적인 측면뿐 아니라 경제적 원류에서의 효과적인 전략을 준비하는 노력이 필요할 것이라 할 수 있으며 이에 대한 후속 연구가 준비되어야 할 것이다.

Keywords:

Maecenas, sponsorship, CSR, culture marketing, art marketing, philanthropy

키워드:

메세나, 스폰서십, CSR, 문화 마케팅, 예술 마케팅, 필란트로피

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