전국무역인연합 (전무련)

<h5 class="tit" style="box-sizing: border-box; padding: 0px 0px 20px; margin: 0px; vertical-align: top; line-height: 1.4; font-size: 25px; color: rgb(63, 63, 63); font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif;">中 새로운 마케팅 채널, 온라인 방송을 주목하라</h5><div class="etc-list cf" style="box-sizing: border-box; padding: 0px 0px 35px; margin: 0px; vertical-align: top; line-height: 1.2; color: rgb(55, 55, 55); font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif; font-size: 14px;">2017-05-17 김정향 중국 선전무역관</div><div class="global-news-content" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9; color: rgb(55, 55, 55); font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif; font-size: 14px;"><strong style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important;">- 2016년, 온라인 방송 사용자 3억4400만 명 기록 - - 2017년 온라인 방송 시장규모 500억 위안 도달 전망 - <span style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 13px; color: rgb(0, 0, 0);"><strong style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important;">□ 중국 온라인 방송, 2017년 4~5배 규모 성장 전망   ㅇ 세계 최대 인터넷 사용인구 보유     - 2016년 12월까지 중국의 인터넷 사용인구는 전체 인구의 53.2%에 달하는 7억3100만 명으로 증가     - 특히 휴대폰을 통한 인터넷 사용이 보편화되는 가운데 모바일 인터넷 사용자는 매년 10% 이상의 증가율을 기록하며 6억9500만 명에 달함. 모바일 지불 사용자는 4억6900만 명으로 전년대비 31.2% 증가     - 중국인의 인터넷 사용 증가로 인터넷 기반의 서비스가 경제 전반으로 빠르게 확대되고 있는 추세   ㅇ 온라인 방송 사용자 수. 전체 인터넷 사용자의 절반 차지     - 2016년 상반기 온라인 방송 시장규모는 전년대비 약 200% 증가한 82억6000만 위안에 달했으며, 2017년에는 300억~500억 위안으로 성장할 전망     - 2016년 12월 말 현재 중국 온라인 방송 시청자 수는 전체 인터넷 사용자의 47% 규모인 3억4400만 명으로 일일 사용자 수는 약 2400만 명에 달함. <img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503180230958_A1URKD3Q.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; outline: none; border: 0px; width: 505px; height: 255px; line-height: 1.9 !important;"> 자료원: 新浪游戏   ㅇ 중국, 새로운 온라인 플랫폼 채널 속속 출현     - 최근 3년간 수많은 새로운 온라인 방송 플랫폼들이 출현하는 가운데 2016년 말 기준 중국 온라인 방송 플랫폼의 수량은 700개를 넘어섬.     - inke(映客), douyu(斗鱼), fengyunzhibo(风云直播) 등이 대표적인 온라인 플랫폼으로 자리매김. 중국 내 주요 온라인 방송 플랫폼 <table align="center" border="0" cellspacing="0" cellpadding="0" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; width: 690.59px; border-collapse: collapse; border-spacing: 0px; table-layout: fixed; text-align: center; line-height: 1.9 !important;"><tbody style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important;"><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border: 1px solid black; width: 63px; height: 22px; background-color: rgb(218, 218, 218);">순위</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 265px; background-color: rgb(218, 218, 218);">플랫폼 명칭</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 70.79px; background-color: rgb(218, 218, 218);">순위</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 286.2px; background-color: rgb(218, 218, 218);">플랫폼 명칭</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">1</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">YY</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">11</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">熊猫TV(panda.tv)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">2</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">斗鱼(douyu)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">12</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">KK唱响(kktv1)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">3</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">风云直播(fengyunzhibo)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">13</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">么么直播(imeme TV)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">4</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">虎牙直播(huya)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">14</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">六间房秀场(6.cn)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">5</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">9158(9158.com)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">15</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">繁星直播(fanxing.kugou)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">6</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">直播吧(zhibo8.cc)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">16</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">网易CC(cc.163)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">7</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">秀色秀场(showself)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">17</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">花椒直播(huajiao)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">8</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">映客直播(inkel)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">18</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">火猫(huomao)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">9</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">龙珠直播(longzhu)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">19</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">我秀美女直播(Woxiu)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 63px; height: 22px; background-color: transparent;">10</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 265px; background-color: transparent;">战旗TV(zhanqi.tv)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 70.79px; background-color: transparent;">20</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 286.2px; background-color: transparent;">来疯直播秀(laifeng)</td></tr></tbody></table>자료원: ii media艾媒咨询  □ 유형별 온라인 방송   ㅇ 오락형 온라인 방송 플랫폼     - 대표적인 플랫폼으로 YY, inke, MIUI(小米直播) 등이 있음.     - 주요 내용은 방송자의 일상생활으로 화장법, 면접방법 등 정보성 내용과 음악, 행사중계 등 오락성 내용으로 구성 오락류 대표 온라인 방송 플랫폼 <table align="center" border="0" cellspacing="0" cellpadding="0" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; width: 448.79px; border-collapse: collapse; border-spacing: 0px; table-layout: fixed; height: 143px; line-height: 1.9 !important;"><tbody style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important;"><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 36px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border: 1px solid black; width: 148px; height: 18px; background-color: rgb(218, 218, 218);">YY(歪歪) </td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 148px; height: 18px; background-color: rgb(218, 218, 218);">inkel(映客直播) </td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 148px; height: 18px; background-color: rgb(218, 218, 218);">MIUI(小米直播) </td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 148px; height: 108px; background-color: transparent;"><img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181924418_0SZAIW20.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; outline: none; border: 0px; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 14px !important;"></td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 148px; height: 108px; background-color: transparent;"><img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181925303_TR3T230L.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; outline: none; border: 0px; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 14px !important;"></td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 148px; height: 108px; background-color: transparent;"><img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181928417_UHZKAML9.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; outline: none; border: 0px; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 14px !important;"></td></tr></tbody></table>자료원: YY, inkel, MIUI 등 온라인 방송 공식 홈페이지   ㅇ 게임형 온라인 방송 플랫폼     - 대표적인 플랫폼으로 huya, douyu, panda 등이 있음.     - 주요 내용은 온라인 게임 등을 중계하는 내용으로 구성 게임류 대표 온라인 방송 플랫폼 <table align="center" border="0" cellspacing="0" cellpadding="0" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; width: 444px; border-collapse: collapse; border-spacing: 0px; table-layout: fixed; height: 121px; line-height: 1.9 !important;"><tbody style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important;"><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 36px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border: 1px solid black; width: 146.66px; height: 16px; background-color: rgb(218, 218, 218);">huya(虎牙直播)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 146.66px; height: 16px; background-color: rgb(218, 218, 218);">douyu(斗鱼直播)</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 146.66px; height: 16px; background-color: rgb(218, 218, 218);">panda(熊猫直播)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td align="right" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 146.66px; height: 16px; background-color: transparent;"><img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181747221_KVV0WQVX.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; outline: none; border: 0px; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 14px !important;"></td><td align="right" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 146.66px; height: 16px; background-color: transparent;"><img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181750950_RX7O9FL0.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; outline: none; border: 0px; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 14px !important;"></td><td align="right" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 146.66px; height: 16px; background-color: transparent;"><img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181753736_N7Y4MN9Z.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important; outline: none; border: 0px; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; font-size: 14px !important;"></td></tr></tbody></table>자료원: huya, douyu, panda 온라인 방송 공식 홈페이지   ㅇ 혼합형 온라인 방송 플랫폼     - Taobao, Tmall, VIP, suning 등 온라인 방송과 전자상거래의 혼합형으로 온라인 방송을 통한 제품 판매 내용으로 구성     - 온라인 방송과 온라인 교육의 혼합형으로 주식 노하우 등을 중계 주요 유형별 온라인 플랫폼 현황 <table align="center" border="0" cellspacing="0" cellpadding="0" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; width: 568.39px; border-collapse: collapse; border-spacing: 0px; table-layout: fixed; height: 182.6px; text-align: center; line-height: 1.9 !important;"><tbody style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; line-height: 1.9 !important;"><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border: 1px solid black; width: 118px; height: 22px; background-color: rgb(218, 218, 218);">유형</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 1px 1px 1px 0px; border-style: solid solid solid none; border-color: black; width: 447px; background-color: rgb(218, 218, 218);">주요 플랫폼 명칭</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 118px; height: 23.8px; background-color: transparent;">게임방송</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 447px; height: 23.8px; background-color: transparent;">斗鱼(douyu), 虎牙直播(huya)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 118px; height: 15.6px; background-color: transparent;">오락방송</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 447px; height: 15.6px; background-color: transparent;">六间房(6.cn), YY直播(YY)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 118px; height: 22px; background-color: transparent;">체육방송</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 447px; background-color: transparent;">章鱼直播(zhangyu TV), 腾讯体育(sport.qq)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 118px; height: 22px; background-color: transparent;">경제방송</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 447px; background-color: transparent;">知牛财经(zhiniu8), 阿牛直播(aniu.tv)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 118px; height: 22px; background-color: transparent;">음악방송</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 447px; background-color: transparent;">繁星直播(fanxing.kugou), 唱吧直播(v.changba)</td></tr><tr style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; height: 22px; line-height: 1.9 !important;"><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px; border-style: none solid solid; border-color: black; width: 118px; height: 22px; background-color: transparent;">소비방송</td><td style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: middle; line-height: 1.9 !important; font-size: 14px !important; font-family: "Open Sans", "Nanum Gothic", 나눔고딕, NanumGothic, Arial, Helvetica, sans-serif !important; border-width: 0px 1px 1px 0px; border-style: none solid solid none; border-color: black; width: 447px; background-color: transparent;">淘宝直播(live.bbs.taobao), 逻辑思维(Luoqic)</td></tr></tbody></table>자료원: 搜狐财经 □ 온라인 방송을 활용한 마케팅 사례   ㅇ 샤오미(小米)      - 2016년 5월 25일, 샤오미는 온라인 방송 형식으로 드론 제품 발표회를 개최     - 20여 개 온라인 방송 플랫폼으로 중계됐으며 해당 회사 온라인 플랫폼에서의 시청자 수만 101만 명을 넘어섬.   ㅇ 타오바오(淘宝)      - 2016년 3월 온라인 방송의 시범 운영을 시작으로 영유아 용품, 화장품, 패션의류, 식품, 운동제품 등 다양한 제품을 소개     - 매일 진행되는 온라인 방송은 500회를 초과했으며 1990년대 이후 출생자와 여성이 주요 타깃 고객층임.   ㅇ MAYBELLINE      - MAYBELLINE(NEWYORK)은 중국 유명 연예인 안젤라베이비(angelababy)의 온라인 방송을 통해 2시간에 1만 개의 립스틱을 판매     - 해당 방송은 500만명이 넘는 유저가 시청을 했으며 2시간 동안 판매된 1만 개의 립스틱의 현금화 금액은 142만 위안에 달함.   ㅇ 주요 요식업체      - 유명한 중식 체인식당 Grandma’s diet(外婆家餐饮)는 왕홍(개인 방송스타)를 초청해 홍보행사를 진행     - KFC와 온라인 방송 플랫폼 douyu TV는 공동으로 5일간 개최한 '온라인 방송+요식'을 주제로 한 방송행사에 총 23만 명이 시청 <img title="external_image" alt="external_image" src="https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000224%2F20170503181339663_V83X3TXZ.png" style="box-sizing: border-box; padding: 0px; margin: 0px; vertical-align: top; outline: none; border: 0px; width: 493px; height: 233px; line-height: 1.9 !important;"> 자료원: KOTRA 선전 무역관 자체 촬영 □ 전망 및 시사점   ㅇ 인터넷 방송, 중소도시로 확산 전망     - 인터넷 방송의 영향력이 확대되는 가운데 기존 대도시(1·2선 도시) 사용자 중심에서 중소도시(3·4·5·6선 도시)로 확산될 것으로 예상   ㅇ VR과 온라인 방송의 결합      - 기존의 단순한 개인 온라인 방송을 넘어서 온라인 방송과 VR이 결합한 첨단 방송으로 업그레이드될 전망   ㅇ 새로운 플랫폼 등장 가능성      - 온라인 방송의 높은 잠재력으로 기존 온라인 방송 플랫폼 외에도 대형 온라인 사이트의 온라인 방송 도입 및 지분매입 방식으로 새로운 기업의 온라인 방송 플랫폼 진입이 확산될 것으로 예상   ㅇ 다양한 채널 특성을 고려한 마케팅 채널로 활용      - 중국의 온라인 방송 채널이 다양화, 전문화 추세를 보이는 가운데 온라인 방송을 마케팅 채널로 적극 활용하는 전략이 필요    - 기존의 왕홍(개인 방송스타) 마케팅 외에도 제품의 특성에 따라 온라인 방송 채널을 선택하는 것이 효과적 자료원:新浪游戏, ii media艾媒咨询, 搜狐科技, Cheetah Golal Lab猎豹全球智库 및 KOTRA 선전 무역관 자료 종합</div>