[¼±¹®´ëÇб³ °æ¿µÇаú ÀÌÀα¸ ±³¼ö]
33³â °æ·ÂÀ¸·Î ´ÙÁ®Áø ±¹³» ´ëÇ¥ ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆà ¼±µÎÁÖÀÚ
ÁøÁ¤¼º °¡Áø ÀÚÀ¯·Î¿î ÀÎÀç Å°¿ì±â À§ÇØ ³ë·Â ´ÙÇØ
¿£ÅÍÅ×ÀθÕÆ® »ê¾÷Àº '21¼¼±âÀÇ »ê¾÷'À̶ó´Â ¸»¿¡ °É¸Â°Ô ±× Æı޷ ¸é¿¡¼ ¼¼°èÀûÀÎ ±Ô¸ð¸¦ Çü¼ºÇÏ°í ÀÖ´Ù. ´ëÁßÀÇ »îÀ» dz¿ä·Ó°Ô ÇØÁÖ´Â °¢Á¾ ¹®È․¿¬¿¹ »ê¾÷Àº ±×¸¸Å ´ëÁßÀÇ ¸¶À½¿¡ ´Ù°¡°¡±â À§ÇÑ Æ¯º°ÇÑ ¸¶ÄÉÆà Àü·«À» ÇÊ¿ä·Î ÇÑ´Ù. ±×·¸±â¿¡ ¾÷°è¿¡¼´Â ´õ¿í µ¶Æ¯ÇÑ ¸¶ÄÉÆÃ, ´ëÁßÀÇ ¸¶À½À» »ç·ÎÀâÀ» ¼ö ÀÖ´Â ¸¶ÄÉÆà Àü·«À» ã±â À§ÇØ ³ë·ÂÇØ¾ß ÇÑ´Ù. ¼±¹®´ëÇб³ °æ¿µÇаú¿¡¼ ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆÃÀ» °ÀÇÇÏ´Â ÀÌÀα¸ ±³¼ö´Â ±¹³» ¸¶ÄÉÆà Àü·« ºÐ¾ß¿¡¼ ¶Ù¾î³ ¾÷ÀûÀ» Áö´Ñ ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆÃÀÇ ¼±µÎÁÖÀÚ´Ù.
33³â ° ¸¶ÄÉÆà ºÐ¾ß °ÀÇ¿Í ¾÷°è ÀÚ¹®È°µ¿ È°¹ßÈ÷ ÁøÇàÇØ
½Ç¹«¿Í ÀÌ·Ð ÇÔ²² °Á¶ÇÏ´Â ±¹³» ´ëÇ¥ ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆà ¼±µÎÁÖÀÚ
ÀÌÀα¸ ±³¼ö´Â ¿¬¼¼´ëÇб³ »ó°æ´ëÇÐ °æ¿µÇаú Á¹¾÷ ÈÄ µ¿ ´ëÇпø ¼®»ç, ¹Ú»çÇÐÀ§¸¦ ¸¶Ä¡°í 1984³âºÎÅÍ ´ëÇп¡¼ °ÀǸ¦ ½ÃÀÛÇß´Ù. ¿ÃÇØ·Î 33³â° °ÀǸ¦ ÇÏ°í ÀÖ´Â ÀÌ ±³¼ö´Â ¸¶ÄÉÆà Àü·«À» Àü°ø ÇÏ¿´À¸¸ç, ÇöÀç ¼±¹®´ëÇб³ °æ¿µÇаú¿¡¼ ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆðú ¸¶ÄÉÆà Àü·«, ¼ºñ½º ¸¶ÄÉÆÿ¡ ´ëÇÑ ¿¬±¸ ¹× °ÀǸ¦ ÁýÁßÀûÀ¸·Î ÁøÇàÇÏ°í ÀÖ´Ù.
20³â °¡±îÀÌ YG¿£ÅÍÅ×ÀθÕÆ®ÀÇ ÀÚ¹®, IHQ¿¡ ¹®ÈÄÁÅÙÃ÷ ÀÚ¹® µî ¾÷°è¿¡¼µµ È°¹ßÇÑ È°µ¿À» À̾°í ÀÖ´Â ÀÌ ±³¼ö´Â Çлýµé¿¡°Ô ½Ç¹«ÀûÀÎ ºÎºÐÀÇ °æÇèÀ» ½×À» ¼ö ÀÖµµ·Ï µµ¿ÍÁÙ »Ó ¾Æ´Ï¶ó ÀÌ¿Í ÇÔ²² ÀÌ·ÐÀûÀÎ ¹è°æÀ» źźÈ÷ ¼¼¿ì±â À§ÇØ ³ë·ÂÇÑ´Ù. ¶ÇÇÑ °³ÀÎÀûÀ¸·Îµµ °øÀÎÀÇ ¼º°ÝÀ» Áö´Ñ ½ºÅ¸µé¿¡°Ô Àμº±³À°°ú ±³¾ç±³À°À» °Á¶ÇÏ´Â ±¹³» ´ëÇ¥ ¿£ÅÍÅ×ÀθÕÆ® ¼±µÎÁÖÀÚ¶ó°í ÇÒ ¼ö ÀÖ´Ù. ÀÌ ±³¼ö´Â "±â¾÷ÀÇ ¸ñÇ¥´Â ÀÌÀ±Ãß±¸¸ç, °æ¿µÀÇ ¸ñÇ¥´Â È¿À²°ú È¿°ú¸¦ ±Ø´ëÈÇÏ´Â °ÍÀÌ´Ù. À̸¦ À§Çؼ´Â ¹Ýµå½Ã Àü·«Àû »ç°í°¡ ÇÊ¿äÇÏ´Ù. ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆõµ Àü·«Àû °üÁ¡¿¡¼ °í°´(ÆÒ ¶Ç´Â ûÁß)Áß½ÉÀÇ È°µ¿À» ÇØ¾ß ÇϹǷÎ, À̸¦ À§ÇÑ ½ÉÃþÀûÀÎ ÀÌ·ÐÀû Åä´ë¸¦ °®Ãç¾ß ÇÑ´Ù"°í ¸»ÇÑ´Ù.
°¢Á¾ ¸¶ÄÉÆÃÇÐȸ ÀÓ¿øÀ¸·Î È°¹ßÇÑ È°µ¿
¸¶ÄÉÆÿ¡´Â °í°´ÀÇ ¸¶À½ Àо´Â ´É·Â ÇÊ¿äÇØ
ÀÌÀα¸ ±³¼ö´Â ÃÖ±Ù Àü¹®°æ¿µÀÎÇÐȸ 15´ë ȸÀåÀ¸·Î ÃëÀÓÇÏ¿´À¸¸ç, ÀÌ ¹Û¿¡µµ ÇÑ․¸ù °æ»óÇÐȸ ȸÀå, ´ëÇѰ濵ÇÐȸ ºÎȸÀå, Çѱ¹¸¶ÄÉÆÃÇÐȸ ÀÌ»ç, Çѱ¹À¯ÅëÇÐȸ ÀÌ»ç, Çѱ¹±â¾÷°æ¿µÇÐȸ ºÎȸÀå, ¼ºñ½º¸¶ÄÉÆà ºÎȸÀå µîÀ» ¿ªÀÓÇÏ¿´´Ù. ¶ÇÇÑ °¢Á¾ ±â¾÷ÀÇ ¸¶ÄÉÆðÀÇ¿Í ¼ºñ½º °ü·Ã Ư°µµ ÁøÇàÇÏ°í ÀÖÀ¸¸ç, °æ¿µÁöµµ»ç, °øÀÎȸ°è»ç µî °¢Á¾ ÀÚ°ÝÁõ ¹× ¼ö´É ½ÃÇè ÃâÁ¦À§¿øÀ¸·Îµµ È°µ¿ÇÏ°í ÀÖ´Ù.
ÀÌ ±³¼ö´Â "¿äÁò ¿£ÅÍÅ×ÀθÕÆ®¾÷°è¿¡¼ À¯ÇàÇÏ´Â ºê·£µå ¸¶ÄÉÆõµ À̼º°ú °¨¼º¿¡ ¸ðµÎ È£¼ÒÇÒ ¼ö ÀÖ´Â Á¢±Ù¹ýÀÌ ÇÊ¿äÇÏ´Ù. À̸¦ À§Çؼ´Â Àι®°úÇÐÀû »ç°í¿Í ÀÚ¿¬°úÇÐÀû Áö½ÄÀÌ ÇÔ²² ¾î¿ì·¯Á®¾ß ÇÑ´Ù"°í ¸»ÇÑ´Ù. À½¾Ç°ú ¿µÈ, µå¶ó¸¶ µî ´ëÁßÀÌ ¼ÒºñÇÏ´Â ¹®È¸¦ ¸¸µç´Ù´Â °ÍÀº ½±Áö ¾ÊÀº °úÁ¤ÀÌ ÇÊ¿äÇÏ´Ù. ±×¸¸Å Á¦ÀÛÀÚ¿Í ¸¶ÄÉÆà ´ã´çÀÚµéÀº °í°´µé¿¡°Ô ÁøÁ¤¼ºÀ» °®°í ÀÓÇØ¾ß ÇÑ´Ù´Â °ÍÀÌ ÀÌ ±³¼öÀÇ »ý°¢ÀÌ´Ù.
±×´Â "¿£ÅÍÅ×ÀθÕÆ® Á¾»çÀڵ鿡°Ô °¡Àå Áß¿äÇÑ °ÍÀº ÅëÂû·ÂÀÌ´Ù. ÅëÂû·Â(insight)Àº '»ç¶÷ÀÇ ³»¸éÀ» µé¿©´Ùº¸´Â °Í'ÀÌ´Ù. Áï, °í°´ÀÇ ¸¶À½À» Àо´Â ´É·ÂÀ» ¶æÇÑ´Ù. À̸¦ À§ÇØ Æ®·»µåÀÇ º¯È ¹æÇâÀ» ¼¼½ÉÇÏ°Ô Àоî ÀÛÇ°À¸·Î ¸¸µé¾î ³»´Â °ÍÀÌ Áß¿äÇÏ´Ù. ½ÎÀÌÀÇ °³²½ºÅ¸ÀÏ °°Àº °æ¿ì ÀüÇô ÀǵµÇÏÁö ¾Ê¾Ò´Âµ¥ Àü¼¼°è »ç¶÷µéÀÌ È£ÀÀÀ» ÇßµíÀÌ, Àڱ⠰üÁ¡¿¡¼ Àǵµ¸¦ °®°í ¸¸µå´Â °Í º¸´Ù´Â ´Ù¸¥ »ç¶÷µéÀÇ °üÁ¡¿¡¼ »ý°¢Çس»¾ß ¼º°ú°¡ ³ô´Ù"°í ¸»Çß´Ù.
"±³¼ö´Â »çȸÀûÀÎ ¼Ò¸íÀÇ½Ä °®°í °ÀÇ¿¡ ÀÓÇؾß"
ÁøÁ¤¼º °¡Áø ÀÚÀ¯·Î¿î ÀÎÀç Å°¿ì°í ½Í¾î
ÀÌ ±³¼ö°¡ ÇöÀç °ÀǸ¦ ÇÏ°í ÀÖ´Â ¼±¹®´ëÇб³´Â ±Û·Î¹ú¸®Áò°ú ·ÎÄø®ÁòÀ» °Á¶ÇÏ´Â ÁÖ․»ê․ÇÐ ±Û·ÎÄà °øµ¿Ã¼ ¼±µµ´ëÇÐÀÇ ºñÀüÀ» º¸À¯ÇÏ°í ÀÖ´Ù. ¼±¹®´ëÇб³´Â Áö³ÇØ ´ëÇб¸Á¶°³ÇõÆò°¡¿¡¼ Ãæû³²µµ Àüü ´ëÇÐ Áß À¯ÀÏÇÏ°Ô Aµî±ÞÀ» ¹ÞÀº ´ëÇÐÀÌ´Ù. ÀÌ ±³¼ö´Â ƯÈ÷ Çлýµé¿¡°Ô ÁøÁ¤¼ºÀ» °®°í ´Ù°¡°¡´Â ÁÁÀº °ÀǸ¦ °Á¶ÇÑ´Ù. "33³â µ¿¾È ÇÑ ¹øµµ µ¿ÀÏÇÑ °ÀÇ Ä¿¸®Å§·³À¸·Î °ÀÇÇÏÁö ¾Ê¾Ò´Ù"°í ¸»ÇÏ´Â ÀÌ ±³¼ö´Â "±³¼ö´Â »çȸÀûÀÎ ¼Ò¸íÀǽÄÀ» °®°í ÀÓÇØ¾ß ÇÑ´Ù. ¾ÈÁ¤ÀûÀÎ Á÷¾÷ÀÎÀ¸·Î »ý°¢Çؼ´Â ¾ÈµÈ´Ù. ±³¼ö´Â ¸» ÇѸ¶µð·Î ´©±º°¡ÀÇ »î¿¡ Ä¿´Ù¶õ ¿µÇâÀ» ÁÙ ¼öµµ Àֱ⠶§¹®ÀÌ´Ù. ´©±º°¡¸¦ °¡¸£Ä¡±â À§Çؼ´Â À̷аú ½Ç¹« Ãø¸é¿¡¼ Àڱ⠺о߸¦ ¿Ïº®È÷ ÀÌÇØÇÑ ÈÄ¿¡ À̸¦ Àü´ÞÇÒ ¶§´Â ½±°í Èï¹Ì·Ó°Ô Àü´ÞÇØ¾ß ÇÑ´Ù"°í °Á¶ÇÑ´Ù.
À̸¦ À§ÇØ ÀÌ ±³¼ö´Â »õº® 2~3½Ã ±îÁö ´ÙÀ½ °ÀǸ¦ À§ÇØ ÁغñÇÏ°í, °ÀÇ ÀڷḦ À§ÇØ °¢Á¾ ½Å¹®°ú Ã¥À» ºüÁü¾øÀÌ Ã¬±ä´Ù°í ÇÑ´Ù. ÀÌ ±³¼ö´Â ÇлýµéÀÌ »çȸ¿¡ ³ª°¡¼ Àû¿ëÇÒ ¼ö ÀÖ´Â Áö½Ä°ú ÁöÇý¸¦ Àü´ÞÇϱâ À§ÇØ »ç·ÊÇü ½ÃÇè¹®Á¦¸¦ ÅëÇÏ¿© »ç°í·Â°ú ½ÇõÀû °üÁ¡À» Å°¿ï ¼ö ÀÖµµ·Ï ÇÏ´Â °ÍÀÌ Áß¿äÇÏ´Ù°í ÇÑ´Ù. ÀÌ ±³¼ö´Â "ÁøÁ¤¼ºÀ» °¡Áö°í ÀÓÇÒ ¶§ ÇлýµéÀÇ Åµµ°¡ ´Þ¶óÁö°í ÇൿÀÌ ¹Ù²ï´Ù."°í ¸»ÇÏ¸ç ²ÙÁØÇÑ ³ë·ÂÀ» °Åµì °Á¶Çß´Ù. ÀÌ ±³¼ö´Â ÁøÁ¤¼º°ú Áø¼ÖÇÑ ÀÚ¼¼¸¦ °®°í Ã¥ÀÓ ÀÖ´Â »îÀ» »ì ¼ö ÀÖ´Â ÀÚÀ²ÀûÀÎ ÀÎÀ縦 Å°¿ì°í ½Í´Ù´Â ¹Ù·¥À» ÀüÇß´Ù. ±³¼ö·Î¼ÀÇ ¼Ò¸íÀǽÄÀ» °®°í ¿£ÅÍÅ×ÀθÕÆ® ¸¶ÄÉÆÃÀÇ ¿ª»ç¸¦ ¾²°í ÀÖ´Â ÀÌÀα¸ ±³¼öÀÇ ¾Õ³¯¿¡ ÀÀ¿øÀ» º¸³½´Ù.
[Prof. Lee In-gu of Business Management at Sunmoon University]
33 years of leading the Korean entertainment marketing industry
Lee's passion in equipping students with free thinking and truthfulness
33 years of marketing education and business advisory activities
Lee emphasizes on the balance between theory and practice
Prof. Lee majored in Business Management and obtained a master's degree and a PhD at Yonsei University. He started to give lectures in 1984 and is actively carrying out lectures and researches on entertainment marketing and marketing strategy at Sunmoon University. He has worked for YG Entertainment as an advisor, and for IHQ as a cultural contents advisor for the last 20 years. As a business management professor, Lee emphasizes on the balance between theory and practice to students. Lee says "If we can say that companies pursue profits and the management efficiency and effect, strategic thinking ability is a must to gain the profits. In the same respect, entertainment marketing requires both theory and practice of the field built based on consumers' wants." Lee also emphasizes the importance of theory and practice to celebrities belonged to entertainment agencies through his lectures and advise.
Lee is active as board member in various marketing societies
"Good marketing comes from good understanding of consumers wants"
Lee recently inaugurated as the 15th Chairman of the Korea CEO Academy. He also served as Chairman of the Korea-Mongolia Economics and Business Association, Vice Chairman of the Korea Academic Association of Business Administration, Chief Director of the Korea Marketing Association, Chief Director of the Korea Distribution Association, Vice Chairman of the Korea Corporation Management Association, and Vice Chairman of Service Marketing. In addition, he is serving as a Scholastic Ability Test organizer at the moment. Lee said "We need an approaching method in the brand marketing that can appeal to consumers' reason and emotion. This requires us to have knowledge on both natural science and humanities." This means that those who create cultures (music, movies, dramas...) need to do so with truthfulness for those who consume. Lee continued "The entertainment industry needs to have an insight into consumers' mind. Through this, one can read the current trend and its direction, and he/she can reflect it into his/her works. Psy's Gangnam Style is a good example. He didn't expect it to become this much big but he somehow read people's mind and put into his work."
"Professors should take part in changing society"
Lee's passion in equipping students with free thinking and truthfulness
Sunmoon University encourages students with globalism and locality. It has vision to lead the industry-academic cooperation glocal (global + local) community. Sunmoon University is the sole university which received A Grade in South Chungcheon Province at the Structural Reform of University Evaluation last year. Lee said "I've never given the same lecture through 33 years of my career as a professor. Every lecture is new because I want to make an advance with students even if it is a small thing. I think that professor's job is not about to secure one's future with doing nothing much, but it is our job to make a contribution to changing our society." Lee normally stays until 2 to 3 a.m. for his next lecture and thoroughly read newspapers and the books necessary. Lee also emphasizes on the case-centered examination if we are to deliver practical knowledge and wisdom to students. Lee concluded "Truthfulness changes the thinking and action of students. And free thinking comes from this to create something better." Power Korea wishes Lee a great 2016.
±è¼±Áß ±âÀÚ cid14@naver.com