政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/135970

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/135970

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113324/144300 (79%)
Visitors : 51151701 Online Users : 848

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/135970

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/135970

Title:	數位時代的創新行銷策略 – HYBE企業個案 Innovative marketing strategies in the digital age – A case study of HYBE Corporation
Authors:	歐霏 Ottóffy, Zsófia
Contributors:	劉秀明 Liu, Sandra 歐霏 Zsófia Ottóffy
Keywords:	韓國流行音樂音樂行銷社群媒體粉絲平台 K-pop Music Marketing Social Media Fandom Platform
Date:	2021
Abstract:	For years now, the global music industry suffers from slow growth and insecure revenue sources, which became even more apparent during the COVID-19 pandemic. However, the South Korean music label HYBE Corporation showed remarkable growth in recent years, growing from a small national label to a global competitor listed on the Korean stock market. This thesis analyses the marketing strategies of HYBE that made this outstanding success possible. A case study approach was adopted to study the marketing strategies of HYBE. The sources of information were secondary data and ten personal interviews conducted with HYBE artists` fans. The analysis showed that HYBE`s success could be attributed to three aligning strategies. Firstly, the company showed a novel approach to engaging with fans on social media through artist-to-fan direct communication amplified by company-produced content. Secondly, it adopted a new diversification strategy that includes content from the broader entertainment industry. Finally, HYBE ventured into technological innovation and built a one-stop solution platform for fan engagement and management. HYBE is currently at the beginning of its global journey, but it is already clear that it will not stay within the boundaries of the music industry. Whether they can build a long-lasting market power will primarily depend on the success of their platforms and secondary if they can repeat their customer data-based artist-branding under new circumstances.
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 108933054
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108933054
Data Type:	thesis
Appears in Collections:	[International MBA] Theses

Files in This Item:

File	Description	Size	Format
305401.pdf		1942Kb	Adobe PDF2	691	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback