.

2014 4

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i

1 11.1. 31.2. 4

2 52.1. 72.2. 82.3. 102.4. 11

3 153.1. 173.2. 18

4 274.1. 294.2. SWOT 314.3. 33

5 375.1. 395.2. 425.3. 46

6 496.1. 516.2. 546.3. 566.4. 616.5. 63

7 677.1. 697.2. 71

ii

7.3. 737.4. 76

8 798.1. 818.2. 868.3. ODA () 89

9 939.1. 95

1

2

iii

7 9 10 11 12 17 18 24 24 24 25 25 42 (1) 44 (2) 45 47 () 48 48 53 5 ( ) 58 () 60 () 62 64 64 () 65 66 70 70 72 75 76 77 77 77 83 83 84 ODA 90 2010 () 90 ODA 91

iv

18 18 19 19 20 5 20 20 20 21 21 21 () 21 22 22 (1) 22 22 23 23 23 24 24 24 25 25 -26 -26 26 29 29 30 SWOT 31 SWOT 32 39 2015 (1) - 1 1 2543 2015 (2) - 1 1 2143 46 518 5 52 518 3 52

v

53 two track 57 58 59 Map 59 61 82 85 95 96

1

1.1.

1.2.

1

3

1.1.

- 2002 12 14 16

-

- 2003 04 08 () - 2003 () - ()

- , , , ,

2004 09 09 2008 04 21

- ( /03.8.27)- (KDI/04.3~10)- ( 1 /04.9.9)- (/05.5.18, /05.12.2)- (07.4.30) (07.12.17)- (08.6.10)- 5.18 ( ) (10.12.31)- (11.12)- 2014 3 , 85% - 2014 10 2015

4

1.2.

-

- , ,

-

,

- ,

- , , 10

- ()

- 5 , ,

- 5 -

2

2.1.

2.2.

2.3.

2.4.

2

7

2.1.

( ) - 2005 (157) , 2006 2007

2 1

- 2006 9 27 - 2007 3 28 , 2026 12 31 .( 2)

- ( 27 1)- ,

( 5 28)

3 5 27

( ) .

. 1 .

3

3 5 28

( ) .

. ,

. .

.

8

* . (www.law.go.kr, 2013.12.9)

8

2.2.

1. 1)

- 2004 2 9 - 2006 9 27 29

- () 1, 2 30 - () 3, 4 3 28, 4 27 - () 5 15, 14 29

2. - 2004 3 20 - 2007 3 28

- 2007 5 (2007.5.2),

(2007.5.22) - - - -

1) (2012), 2011, pp.8-11.

2

9

2004.3.20 1 2 8 1 46 2007.5.22 1 2 7 46

2013.12.15() 1 5 38

(2012), 2011, p.12. ( www.asiaculturecity.com, 2013.12.15)

3. 2)

- 28 , 2007

TF , , - 2011 11 7 - 2011 12 23 - 2011 12 28

-

- 2011 12 28 1 4(, , , ), 20 - 2012 10 19 (1 2 9), 32 - 2013 5 31 (1 1 2 8), 45- 2014 3 10 (1 6 8) 49

2) ( www.iacd.kr, 2013.12.15)

10

2.3.

20037 30 8 27 ( )

2004

310 (KDI, ~11.2)430 () 99 ( )

2005

52 (1 05.5.2~7.31, 2 05.7.7~06.2.28)518 , 12 2 (, )10 (~07.12)

127

2006

9 430 1217

200710 1 1231 ( )

2008 610

2010 1231 5.18 ( ) 2011 12 31 2014 3 85%2014 10 2015

* (2012), 2011, pp.66-68.

2

11

2.4.

1.

, ( )

128,621 96,036

8,546 20,938 ( 21.8%)

173,539( 11.11%) 139,178

34,361* 9,508+ 83,996+ 2,532

4, 4( 20.3M) 550( 630 ) -( )

2014 10 , , , ,

2.

,

12

/

2 2 1 2 18

2 - 5 - 2

9 - -

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/

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8 - - -

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2014.4 , .

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518 , , , , ,

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3

3.1.

3.2.

3

17

3.1.

, ,

,

(web)

() 19 19 (16 ) (web) // ( )

1,000(95% 3.1%p)500

(95% 4.4%p) 2013 11 ~ 2013 12

18

3.2.

.

(,%)

() 265 3731 38.1% 50.7%2 32.1% 7.8%3 8.7% 10.7%4 , , 5.7% 7.5%5 , 5.7% 10.7%6 4.9% 2.4%7 3.4% 5.9%8 1.1% 0.8%9 0.4% 3.5%

, (40.5%) (26.5%) . 8.6% . .

, , .

.

''

3

19

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20

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5

5

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1 44.4% 19.0%

(,%)

''

() 659 388

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3 1 19.4% 35.3%6 1 21.7% 15.2%

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''

729 4231 1.9 4.01 15.8 34.5

3 1 24.0 35.96 1 21.7 14.9

1 36.6 10.6

(,%)

3

25

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(,%)

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, 13 (n=248), (n=143) , 86.7%, 83.9% .

26

++++++

-

-

4

4.1.

4.2. SWOT

4.3.

4

29

4.1.

(2003~2013)

(2003~2013)

30

4

31

4.2. SWOT

. SWOT

SWOT

32

. SWOT 3

SWOT

3 1. ,

2.

3. ,

3 - - -

4

33

4.3.

.

,

,

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1. 2. 3. 4. 5.

4

35

.

,

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(convergence arts) - ,

-(avant-garde) (emergence)

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36

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-

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5

5.1.

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39

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.

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43

.

1.

1 482- ,

2015 (1) - 1 1 25

2 423-

2015 (2) - 1 1 21

44

2.

1 482

() 1

(75)( 1)

9 16 11 11 27

(73)( 1)

23 7 19 17

(97)( 1)

37 22 16

13 8

(88)( 1)

29 28 22 8

(74)( 1)

33 29 11

(74)( 1)

6 23 13 14 17

482

(1)

5

45

2 423 ,

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(79)

10 0 10 16 0 16 7 6 13 7 6 13 14 13 27

(34) 12 1 13 7 7 14 7 0 7

(84)

9 13 22 14 6 20 10 5 15

8 5 13

12 2 14

(79) 8 22 30 13 18 31 14 4 18

(72)

10 23 33 27 2 29

9 1 10

(74)

17 11 28 8 2 10 7 10 17 9 10 19

256 167 423

(2)

* , , , ,

46

5.3.

.

- (40.5%)

(26.5%) , .

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1 - (face vs. face) SNS

. 1 1 .

5 , , ,

, 5

5

47

- , .

- 5

, , . -

. , .

- .

2014~2015

2016~2017

2018~

()

TV

,

*

ODA

1 * *

*

*

*

48

.

()

2014 2015 2016 2017

(423) - 25,858 26,634 27,433(482) - 29,465 30,349 31,259

19,488 41,380 20,476 20,987 950 19,122 8,163 7,843

6,467 11,100 8,900 9,200 11,150 12,150 9,250 9,450

13,102 19,700 12,700 12,700 7,100 14,000 11,000 11,000 8,325 19,703 12,030 10,915

66,582 163,013 109,153 109,528 66,582 166,620 112,868 113,354

()( )

2015 2016 2017

A. ( )

139,809 94,653 96,329 153,215 103,760 104,842

B. * ( ) 14,392 14,752 15,121

C. ( ) 3,658 6,191 6,257

(B / A * 100)( )

10.3% 15.6% 15.7% 9.4% 14.2% 14.4%

(C / A * 100)( )

2.6% 6.5% 6.5% 2.4% 6.0% 6.0%

(A-B) 125,417 79,901 81,208(A-C) 149,530 97,569 98,585

* 2016 2.5%

( )

6

6.1.

6.2.

6.3.

6.4.

6.5.

6

51

6.1.

.

518 ,

, ,

.

- - 518 -

-

, 5

- ODA (ODA)

52

5.18 - 5 18

5 518 .

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518 3 4)

3) , 2012, 518 , p.183 4) , 2012, 518 , p.181

6

53

,

1994 () 4 ,

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(Flora de la Mar)

54

6.2.

.

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55

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1.

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5) , , , 2013, 7, p.29.

6

57

2015 - (, ) - 5 ,

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Step

D- 6

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/ +

Step

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Step D- 4~2

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Step D- 1

5 ( )

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59

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Map

60

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//

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6

61

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.

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)

62

()

(Master)

~

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()

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MOU MOU , , - ,

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63

6.5.

.

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.

:

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65

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()

Book

1) , , , ,

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2) : 1 , (12, 1)

() , ,

() , , , ,

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7

7.1.

7.2.

7.3.

7.4.

7

69

7.1.

. ,

,

. - - -

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-

1 20 10 (KTX)- (10), - (18)

- 5

() - 1 9 - 2() 8 - 3 10

70

() - 1 9 - 2 10 - 3 8

- 1

- 2,

,

1/ 5,000 2/ 5,000 3/ 5,000 4/ 5,000 5/

20,000~50,000 10,000~30,000

/ 3,000(/), / 2,000// : ( /

)

2015 2016 2017 2018

267,457

-536,081

-537,180

-538,198

-

226,381 453,750 454,680 455,541

117,628 588,140 235,769 1,178,845 236,253 1,181,265 236,700 1,183,500 96,328 2,889,840 193,076 5,792,280 193,472 5,804,160 193,838 5,815,140

127,788 383,364 256,133 768,399 256,658 769,974 257,145 771,435 835,582 3,861,344 1,674,809 7,739,524 1,678,243 7,755,399 1,681,422 7,770,075

50% 835,582 1,930,672 1,674,809 3,869,762 1,678,243 3,877,699 1,681,422 3,885,037

2015 2015 50%

(/)

7

71

7.2.

ACC

, , , , , , - -, -, ,

, ,

- , ,

- ,

- ,

- ACC

ACC

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72

240

18 ( ) , , , 18 22 90 28 64 18

1 (, )

1 4

5 ( ) 7 ( , )

( )

1

* 240 . , , , , , 90 , 330 .

7

73

7.3.

,

(empathy), (engagement) (enlargement) (IMCIntegrated Marketing Communication) - SWOT - (publicity), (, SNS), - ,

5 ,

(, , , ) -, , SNS, ,

-, , - 5 ,

- (IMCIntegrated Marketing Communication)

/, , - , - , SNS ,

. Connected ACC - , , - ,

74

-, , SNS, ,

. , , ( )

/

Connected ACC Cultural Endorsing

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! , Publicity

,

,

Biz

Mass Media

, ,

, ,

,

Social Media &

Social Media News Release

Visual impact ,

Social Media News Release IMC

7

75

,

( ) () / ( )

,

,

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.

ODA

.

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(, )

,

, ,

7

77

, , , ,

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2004 2014 . , 2015

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388 15 044-203-2000 044-203-3452 http//www.mcst.go.kr 2014 4

ISBN 12-1371023-000069-01

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