시각예술 분야 온라인 콘텐츠 성공요인 분석 -<널 위한 문화예술>을 중심으로-

This paper aims at presenting new strategic responses and potential proliferation of online content by analyzing the success factors of the visual arts online content business, <Art and Culture for You>. The research methods were conducted through literature research, case studies, meta-analysis, and expert interviews. Accordingly, the characteristics of online content users were examined and the actual use of visual arts online content was checked. As a result, in the field of visual arts, which still values face-to-face activities, online recognized restrictions on content planning and utilization, and as an example of overcoming this, the success factors of <Art and Culture for You> were analyzed in planning, production, and distribution units. Strengths in planning units are summarized as subject diversity, application of storytelling techniques and development of online languages, and data analysis and feedback. Strengths in production units were refinement of composition, sustainable content production, and user-centered content, and success factors in distribution were seen as convenient accessibility through platform diversification and collaboration with other companies and institutions. In conclusion, it was confirmed that <Art and Culture for You> created an opportunity for success by looking at art as a story structure linked to daily life, and as a result, it also gave major implications to visual art audiences and business models development.