Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

Korean V-Commerce 2.0 Content and MCN Connected Strategy

국내 V커머스 2.0 콘텐츠와 MCN 연계 전략

  • Jung, Won-sik (Research Institute for Image and Contents, Dongguk University)
  • 정원식 (동국대학교 영상문화콘텐츠연구원)
  • Received : 2017.05.31
  • Accepted : 2017.06.25
  • Published : 2017.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

'Video Commerce' has grown significantly, and is in the era of so-called V-commerce 2.0. Based on this background, this study focused on the link and the possibility of creating synergy between V-commerce 2.0 content and MCN, and examined the linkage strategy considering its characteristics. In conclusion, first, V-Commerce has evolved into the age of 2.0, centered on the characteristics of content that are oriented towards fun and sympathy, beyond the 1.0 era. Second, V-commerce 2.0 content has the characteristic of replacing the sharing and recommendation based on the nature of SNS networks as promotion and purchase enhancement. Therefore, competitiveness as 'content' is relatively important before 'commerce'. Third, V-commerce 2.0 and MCN industry have a strong connection with each other in terms of securing core competitiveness and creating a new profit model. In order to create the synergy between V-Commerce 2.0 and MCN, we proposed the use of big data to reinforce V-Commerce 2.0 customized content competitiveness, building of storytelling marketing and branding, and enhancement of live performance and interactive communication.

동영상을 이용한 콘텐츠에 커머스를 접목한 'V커머스'가 크게 성장하며, 이른바 V커머스 2.0시대를 맞이하고 있다. 본 연구는 이러한 배경을 바탕으로, V커머스 2.0 콘텐츠와 MCN의 연계점과 시너지 창출 가능성에 주목하여, 그 특성을 감안한 연계 전략에 대해 고찰하였다. 결론적으로 첫째, V커머스는 1.0 시대를 넘어, 재미와 공감을 지향하는 콘텐츠로서의 특성이 중심이 되는 2.0시대로 진화하고 있으며, 이는 스마트폰의 대중화와 SNS의 일상화에 따른 웹콘텐츠 전반의 변화에 부합한다. 둘째, V커머스 2.0 콘텐츠는 SNS의 네트워크성을 기반으로 한 공유와 추천을 홍보와 구매 제고로 치환하여 활용하는 특성을 갖는다. 따라서 '커머스' 이전에 '콘텐츠'로서의 경쟁력이 상대적으로 중요하다. 셋째, V커머스 2.0과 MCN산업은 핵심 경쟁력 확보와 새로운 수익모델 창출의 돌파구라는 차원에서, 서로에게 강력한 연계의 필요성을 가지고 있다. 이에 V커머스 2.0과 MCN의 시너지를 창출하기 위한 연계 전략으로 빅데이터의 활용을 통한 V커머스 2.0 맞춤형 콘텐츠 경쟁력 강화, 스토리텔링 마케팅 구축과 브랜드화, 라이브성과 쌍방향 소통성의 강화를 제시하였다.

Keywords

References

  1. J. E. Park, S. W. Kim, E. Kim and S. C. Kim, "A Multi-criteria Approach toward Identifying Determining Factors of T-Commerce Adoption", Korean Journal of Broadcasting and Telecommunication Studies, Vol. 31, pp. 5-37, January 2017.
  2. S. H. Park, "The Golden Age of V-Commerce", MK News, 2016. [Internet]. Available: http://news.mk.co.kr/newsRead.php?no=786682&year=2016
  3. Terminology Dictionary of Han-kyung Economy, "Video Commerce", Encyclopedia of Naver, 2017. [Internet]. Available: http://terms.naver.com/entry.nhn?docId=3434967&cid=42107&categoryId=42107
  4. J. K. Kim, "Video, Being the Reliever of E-Commerce", pp. 1-11, Institute for International Trade, 2016.
  5. 72secTV's Website, [Internet]. Available: http://72sectv.com/collaboration/
  6. S. H. Hwang, E. Y. Kim, K. J. Chae and S. H. Chun, "Revenue Model of MCN and Marketing Strategies : Focusing on Domestic MCN Cases", Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology, Vol. 7, No. 1, pp. 17-24, January 2017. https://doi.org/10.14257/AJMAHS.2017.01.12
  7. H. I. Lee, "Korean IT Company Progress getting Killer Video Contents", MK News, 2016. [Internet]. Available: http://news.mt.co.kr/mtview.php?no=2016091215430788965&outlink=1&ref=
  8. C. H. Kim, "Present and Future of MCN Business", Humanities Contents, Vol. 40, pp. 167-187, March 2016. https://doi.org/10.18658/humancon.2016.03.40.167
  9. H. W. Kim and M. N. Lee, "Big Data and Entertainment Content : Case Studies and Prospects", Journal of Internet Computing and Services, Vol. 17, No. 2, pp. 109-118, April 2016. https://doi.org/10.7472/JKSII.2016.17.2.109
  10. Dictionary, "CRM", Encyclopedia of Current Affairs, [Internet]. Available: http://terms.naver.com/entry.nhn?docId=74459&cid=43667&categoryId=43667
  11. J. B. Ahn, Contents marketing, Pakyoungsa, Seoul, pp. 13, 2012.
  12. H.Y. Shin and W. S. Jung, "A Study on Characteristics of Mobile Video Contents Brand Strategy", The Journal of Image and Cultural Contents, Vol. 9, pp. 23-46, December 2015.
  13. Opus Yonsei, "Influencer Marketing", Exellence Marketing for Customer, Vol. 50, pp. 56-65, January 2016.
  14. Connecting Lab, Mobile Trend 2017, Miraebooks, Seoul, pp. 159-167, 2016.
  15. A. Lisa, "Why Live Video Commerce Is A Game Changer For Marketers", Forbes Agency Council, Feb 2017. [Internet]. Available: https://www.forbes.com/sites/forbesagencycouncil/2017/02/09/why-live-video-commerce-is-a-game-changer-for-marketers/#33fdc476719c
  16. E. Y. Lee, MCN:Secret of Contents Share with Millions, Kidaribooks, pp. 172-186, 2016.
  17. M. Y. Seo, "Keyword of Consumption Trend in 2017", Chosun.com, 2016. [Internet]. Available: http://danmee.chosun.com/site/data/html_dir/2016/12/19/2016121902177.html
  18. G. Duk, "Emerging MCN Industry : Incubating the One Man Creator", Hankyung Business, Vol. 1092, Nov. 2, 2016. [Internet]. Available: http://magazine.hankyung.com/business/apps/news?popup=0&nid=01&c1=1003&nkey=2016103101092000331&mode=sub_view
  19. H. Y. Lee and W. H. Kim, "Types of Media Combination and Strategy of Interactivity in Digital Signage: A Case Study in view of Media Creative", Journal of Digital Contents Society, Vol. 17, No. 1, pp. 33-41, February 2016. https://doi.org/10.9728/dcs.2016.17.1.33

Cited by

  1. 라이브 커머스의 의사사회적 상호작용이 경험 만족도에 미치는 영향 - 자아 이미지 일치성의 조절된 매개효과를 중심으로 - vol.28, pp.6, 2020, https://doi.org/10.29049/rjcc.2020.28.6.719