政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/150233

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/150233

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/150233

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/150233

Title:	防彈少年團:連結韓流和善因行銷 BTS: Linking Cause-related marketing with Hallyu
Authors:	金宰敏 Kim, Jaemin
Contributors:	朴星俊 Sungjun Park 金宰敏 Jaemin Kim
Keywords:	防彈少年團善因行銷文化行銷韓流公益周邊商品情感經濟 BTS Cause-related marketing Cultural marketing Hallyu Merch Fandom economy
Date:	2023
Issue Date:	2024-03-01 14:03:01 (UTC+8)
Abstract:	近日許多企業都在製作新的周邊商品，數量多到市面上每天都可以看得到不同的新品，然而大多數的新品都無法打動粉絲們的心，於是企業必須謹慎對待現在的趨勢並研究消費心理，選擇對的行銷方法，並做出差異化。本報告主要研究的是「韓流」以及「公益」因素會如何影響消費者購買 BTS(防彈少年團)周邊商品的意願。企業在每樣商品需要選擇不同的市場以及行銷方案，需評估多種行銷方式後選擇最適用的方案在商品上。運用韓流的行銷方法是「文化行銷」，運用公益的行銷方法則是「善因行銷」，本報告主要研究了這兩種行銷方式，提供企業參考。 Recently, many companies are producing new merch. The quantity is so large that different new products can be seen on the market every day. However, most of the new products can not impress the fans. Therefore, companies must be cautious about the current trend and study consumer psychology. choose the right marketing method, and make a difference. This report mainly studies how the "Hallyu" and "Public interest" affect willingness to buy BTS merch. Enterprises can choose different markets and different marketing plans for each product. After evaluating various marketing methods, enterprises should choose the most suitable plan for their own products. The use of Hallyu for marketing is "Cultural marketing" and the use of public interest for marketing is "Cause-related Marketing", this report mainly studies these two marketing methods, which can be used as a reference for enterprises.
Reference:	Brown, Tom J. and Peter A. Dacin (1997), “The Company and the Product: Corporate. Associations and Consumer Product Responses,” Journal of Marketing, 61 (January), 68–84. Duncan, T. & Moriarty, S. (1997) Driving Brand Value: Using Integrated Marketing to. Manage Prifitable Stakeholder Relationships. New York: McGraw-Hill. Jang, Y. S., Ko, Y. J., & Kim, S. Y. (2016). Cultural correlates of national innovative. capacity: a cross-national analysis of national culture and innovation rates. JOItmC, 2, 23. Kim, J., & Park, K. S. (2004). The Analysis of the Effects of Haliu Phenomenon on the. Chinese Young Generation’s Fashion Style. Journal of the Korean Society of Clothing and Textiles. 28(1), 154-164. Kim, B. R. (2015). Past, Present and Future of Hallyu (Korean Wave). American. International Journal of Contemporary Research, 5(5), 154-160. Lee, W. H. (2011), A research on policy direction for Voluntourism, Korea Culture &. Tourism Institute. Lee, O. (2007). Does the Korean Wave Bring About Country-of-origin Effect?. Journal of. Korea Trade, 32(5), 405-426 Mullen, J. (1997) 'Performance-based corporate philanthropy: how 'giving smart' can. further corporate goals', Public Relations Quarterfy, 42(2), 42-48. Pang, C., & Hwang, U. (2007). The Korean Wave and Cultural Communication, Seoul, Korea: Communication Books. Pracejus, John W. and Douglas G. Olsen and Norman R. Brown (2003), “On the. Prevalence and Impact of Vague Quantifiers in the Advertising of CauseRelated Marketing (CRM),” Journal of Advertising, 32 (Winter), 19–28. Roper Starch Worldwide (RSW) (1993) Cause Related Marketing: A Survry of American.Customers' Attitude. New York: RSW Inc. RSW (1996) The Green Gauge Reports. New York: RSW Inc. Strahilevitz, Michal and John Myers (1998), “Donations to Cause as Purchase Intentions: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24 (March), 434–46. Varadarajan, P. Rajan and Anil Menon (1988), “Cause-Related Marketing: A. Coalignment of Marketing Strategy and Corporate Philanthropy,” Journal of Marketing, 52 (July), 58–74. Yu, H., Kim, C., & Kim, H. (2012). Investigating Cosmetic Purchase of International. Tourists in South Korea. International Journal of Management Cases, 14(1), 398- 410.
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 109363112
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109363112
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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