A Study on the Value Factors of Culture Consumers for Corporate Culture Marketing through Big Data Techniques

빅데이터 기법을 통한 기업 문화마케팅을 위한 문화소비자의 가치 요소 연구

  • Oh, Se Jong (Dept. of Culture Contents, Han Yang Univ)
  • 오세종 (한양대학교 문화콘텐츠학과)
  • Received : 2019.10.30
  • Accepted : 2019.11.26
  • Published : 2020.02.29


Corporate Culture Marketing is a marketing tool that enhances a company's cultural image or conveys its image through culture. Culture Consumer value analysis is important predictive data in identifying the value and pursuit of life in individual consumption behavior, explaining the choice behavior of culture consumers, and serves as the basis for decision making. The research method was linked to the text mining and opinion mining techniques of big data, and extracted positive, negative and neutral words. The analysis targets culture consumers participating in concerts at Hyundai Card's 'Super Concert', which is subject to domestic consumers, and CJ ENM's 'KCON', which is subject to foreign consumers. The culture consumer value elements of corporate culture marketing are the basic conditions, and they were derived as 'Consensus Communication (Expression of Sensibility)', 'Participation Sharing(VIP Belonging)', 'Social Change Issue', 'Differentiating Services', 'Price Discount Benefit' and 'Location Quality'. In the future, we will need to foster 'Culture Technology Marketers' and apply them in areas such as arts management planning, cultural investment, cultural distribution, cultural space, Corporate Culture, CSR and K-pop marketing to enhance corporate interests and brand value and enhance brand value.


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