earticle

영어

This study introduces a real case of analyzing the taste of paid audiences at a domestic complex performance hall. For analysis, a survey was conducted on the audience of a large complex performance hall that performs various genres. First, the audience segmentation analysis was conducted by dividing the sample of respondents into three groups(heavy users, medium users, and light users) according to the amount of viewing. Light users were characterized by viewing popular performing arts. Heavy and medium users showed omnivore characteristics that cross pure and popular art. Second, as a result of market segmentation according to taste based on the multi-genre viewing behavior of audiences(heavy users and medium users), it was confirmed that there were “pure art audience group,” “public performance audience group,” and “classical music audience group.” “public performance audience group,” and “classical music audience group.” There were various types according to the audience's taste, and genre changes were occurring in different ways depending on the taste, focusing on classical music, pure performing arts, and popular performing arts. In the future, it is expected that this study can be used to establish appropriate marketing strategies by segmentation analysis based on actual performance audience data.