SM 엔터테인먼트의 글로벌 시장 진출 특성

• 영문명: Penetration Strategies of SM Entertainment in Global Market
• 발행기관: 한국IT서비스학회
• 저자명: 이문행(Moon Haeng Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제3호, 77~92쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

Korean entertainment companies like SM entertainment, YG and JYP contribute enormously to the recent K-pop fever. They expand their businesses aggressively to foreign markets which has been successful. This paper seeks to find out their precise strategies to succeed in the global market. Our study focus on SM entertainment which manages successively in the Asian market. As a result, one of their successful strategies on the global market is localization. They rearrange a group with in the members to suit into the local market : for instance, Super Junior, representative boy group, has rearranged and reformed to Super Junior M (mandarin), Super Junior happy (for Japan market), etc. Coopration with SNS (Social Network Service) is another successful strategies of SM Entertainment : page views of K-pop on Youtube achieved more than 0.8 billion in 2013. Furthermore, for marketing, many members play an advertizing model for global products.

목차

Abstract

1. 서론

2. 기존 연구 고찰

3. SM 엔터테인먼트의 해외 사업특성

4. 해외시장 진출 전략

5. 결론

References

키워드

Expansion Strategies Penetration Global Companies