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

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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/135970

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/135970

題名:	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
作者:	歐霏 Ottóffy, Zsófia
貢獻者:	劉秀明 Liu, Sandra 歐霏 Zsófia Ottóffy
關鍵詞:	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
日期:	2021
摘要:	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.
描述:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 108933054
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0108933054
資料類型:	thesis
顯示於類別:	[國際經營管理英語碩士學程IMBA] 學位論文

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305401.pdf		1942Kb	Adobe PDF2	691	檢視/開啟

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