A Qualitative Comparative Analysis of Factors Influencing the Popularity of Chinese and Japanese Films in the Korean Market from the Perspective of 4P Marketing Theory

초록

Purpose – This study investigates the major 4P marketing factors affecting the box office performance of Chinese and Japanese films in the Korean market. Grounded in the 4P marketing mix theory and employing Qualitative Comparative Analysis (QCA), this study examines how the product, price, place, and promotion elements interact to shape film success across diverse cultural settings. The study emphasizes multi-path causal mechanisms, revealing that film performance depends on the synergy among marketing dimensions rather than a single determinant. Design/Methodology/Approach – Using QCA, the study examines ten representative films (five Chinese and five Japanese) released between 2020 and 2024. Four variables, content universality, price competitiveness, screen scale, and promotional intensity, are calibrated based on KOFIC and media data. The truth table identifies combinations of necessary and sufficient conditions for high box-office outcomes, enabling exploration of complex causal interactions in small-sample cultural studies. Findings – Content universality is the only necessary condition for high box office performance, while strong promotion and wide screen coverage jointly form sufficient paths. Japanese films, such as Suzume and Demon Slayer, demonstrate optimal configurations, whereas Chinese films show weaknesses in promotion and distribution, limiting audience reach despite competitive pricing. Research Implications – Successful international film marketing requires integrated 4P strategies. For Chinese films, improving universal storytelling, enhancing local distribution cooperation, and expanding digital and SNS-based promotion can strengthen cultural adaptability and global competitiveness.

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