성별에 따른 클래식음악 공연에 대한 중국소비자의 선택속성: IPA기법 중심으로

The purpose of this study is to examine the importance and satisfaction of the selection attributes according to gender of classical music performance, in which visitors are late for Chinese classical music performances, and to provide information on what attributes should be emphasized more to male and female audiences of current classical music performances. The main results of this study are as follows: First, the importance of the optional attributes of Chinese classical music performances was shown in the order of 'performance contents', 'performance hall', 'performance promotion', 'performance price' and 'performance vocalists'. Second, in the analysis of the importance-satisfaction of men, it was analyzed that 'the facility of the performance hall', 'whether tickets are discounted', 'the price of admission tickets' and 'the provision of Internet information on the performance' were concentrated. Third, in the analysis of women's importance-satisfaction, they were analyzed as 'the career of a vocalist', 'the appearance of a vocalist', 'the scale of the concert hall' and 'the facilities around the concert hall' which require intensive improvement. Finally, for Chinese classical music performance audiences, there is a significant difference in overall satisfaction with the attributes of selection of classical music performances, and individual selection attributes affect overall satisfaction, such factors as "performance promotion," "performance content" and "performance hall." This study analyzes the consumer selection attributes of Chinese classical music performance and is judged to be a basic marketing material that is meaningful when understanding and entering the Chinese classical music performance segmentation market in the future.