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기타학술도서 |
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[확대 보기] |
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| 제목 |
미디어 콘텐츠 경영 |
| 저자 |
심상민 |
| 정가 |
30,000 원 |
| 출간일 |
2022.12.30 |
| 부가정보 |
쪽수
: 424 쪽 || 판형 : 크라운 |
| ISBN |
9791192428406 (93320) |
| 주문여부 |
주문가능
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미디어 콘텐츠 경영과 만나는 여러 융합 영역을 아우른다.
한류와 문화콘텐츠, 인문 콘텐츠, 디지털 콘텐츠, 콘텐츠 비즈니스, 미디어 엔터테인먼트 경영, 문화산업, 문화경제학 등 미디어 경영 경제 영역 모든 지평으로 뻗어 나온 소프트 파워, 소프트 산업 전반을 포괄한다. 구성은 기업 경영관리와 외부 시장 활동/전략 등 2개 범주로 나누었다. 미디어 콘텐츠 기업 조직을 제대로 이해하고 미디어 콘텐츠 비즈니스 활동 성과를 드높일 원천 기술과 지식, 전략적 마인드와 실행 능력에 숙달하고자 하였다.
I부 〈See〉는 미디어 콘텐츠 경영 일반(이론과 인식)을 다룬다. 경영과 기업 자체에 대한 이해에서부터 하우스 모델 / 경영시스템, 업의 개념 / 가치사슬, 경영환경분석, 경쟁, 전략도출까지 익히는 내용이다.
II부 〈Do〉는 미디어 콘텐츠 업무 실행(비즈니스 모델)을 살핀다. 창의적 사업 기획, 개발에서 출발하여 인(人: 인사 · 조직 관리), 물(物 : 제작시스템), 금(金 : 파이낸스 시스템), 정(情 : 대외관계, 글로벌 진출) 4가지 모형을 탐사한다. 이어 전략 실행(다각화, 세계경영, 마케팅)에 도달하고 미래 도전과 전망(비즈니스 모델 실행)까지 나아간다.
이로써 모든 인간의 라이프 스타일 변화에 가장 근접해 있고 창의, 제작, 서비스를 주축으로 한 총체적 가치가 나타나는 정신문화, 물질문명 차원에서 미디어 콘텐츠 경영의 큰 성공을 도모할 수 있다.
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I. See
(경영 일반 : 이론과 인식)
1. 서론 : 미디어 콘텐츠 경영 ?
1) 개요 ································································································13
2) 경영학 일반 ·······················································································17
3) 콘텐츠 포맷 ·······················································································23
2. 기업에 대한 이해
1) 기업의 역사 · 유형 ···············································································27
2) 기업의 역할 · 관계 ···············································································34
3) 기업의 혁신 · 과제 ···············································································42
3. 하우스 모델과 경영시스템
1) 하우스 모델 ·······················································································56
2) 경영시스템 ························································································64
4. 업의 개념과 가치 사슬
1) 업의 개념 ··························································································72
2) 가치 사슬(Value Chain) ·········································································93
5. 경영 환경을 보는 눈
1) 정치 · 경제 ······················································································ 112
2) 사회 · 문화 ······················································································ 116
3) 산업 · 기술 ······················································································ 120
4) 정책 · 법규 ······················································································ 123
6. 경쟁에 대하여 : 5 Forces Model
1) 5 forces model ··················································································· 127
2) 「다섯 개 힘」 모델 분석 연구 ································································· 136
7. 전략 도출 · 생성
1) 전략 본성························································································· 146
2) 전략 도출 프로세스 ············································································ 148
3) 미디어 콘텐츠 경영전략 방향 ······························································· 156
8 미디어 콘텐츠 경영
II. Do
(업무 실행 : 비즈니스 모델)
8. 창의적 사업 기획, 개발
1) 개요 ······························································································ 166
2) 사업계획서 작성 ··············································································· 174
3) 창의적 기획 기법 : C.H.I. ······································································ 177
4) 산학협력 모델 ·················································································· 181
5) 예시 : 해외 방송콘텐츠사업 기획 ·························································· 190
9. 인(人) : 인사 · 조직 관리
1) 개요 ······························································································ 198
2) 인적자원 보상 ·················································································· 202
3) 조직 운영 ························································································· 210
4) 미디어 조직 통합 ·············································································· 217
10. 물(物) : 제작시스템
1) 개요 ······························································································· 222
2) 스튜디오 시스템 ················································································ 224
3) 혁신적 제작시스템 ············································································· 237
11. 금(金) : 파이낸스 시스템
1) 가치평가와 투자 구조 ········································································ 244
2) 부문별 시스템 ··················································································· 249
3) 콘텐츠 투자 방식 변화 ········································································ 259
12. 정(情) : 대외관계, 글로벌 진출
1) 한류 현지화 ····················································································· 266
2) 미디어 콘텐츠 사업 유치 정책 ······························································ 274
3) 규제 대책 ························································································ 291
13. 전략 실행 : 다각화, 세계경영, 마케팅
1) 다각화 전략 ····················································································· 298
2) 세계경영 사례 ·················································································· 314
3) 베스트 마케팅 프랙티스 ····································································· 326
14. 미래 도전과 전망 : 비즈니스 모델 실행
1) 개요 ······························································································· 356
2) 연구사업개발(R&DB) ········································································· 361
3) 수익모델 ························································································ 369
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심상민
성신여자대학교 미디어커뮤니케이션학과 교수. 삼성경제연구소 경영전략실 수석연구원을 거쳐 한국문화콘텐츠진흥원 이사, 영화진흥위원회 부위원장/위원장 직무대행, (사)한국문화경제학회 회장 역임. CJ인터넷(현 넷마블)과 로엔엔터테인먼트(현 (카카오뮤직(멜론)) 사외이사를 했고 현재 콘텐츠 미래연구회 회장, 문화체육관광부 청렴 시민 감사관으로 있음.
저술로는
〈엔터테인먼트 산업론 (2021)〉, 〈문화마케팅(공저, 2008)〉, 〈컬처 비즈니스(2007)〉, 〈미디어 기업의 수익다각화 전략 (2005)〉, 〈문화콘텐츠와 창의성 (2005〉, 〈미디어는 콘텐츠다 (2002)〉등 저술
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