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

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