(An) analysis of K-pop's success and its marketing strategy in China : an S.M.Entertainment case study

다국어 초록 (Multilingual Abstract)

Over the past decade, the fever of K-pop had spread infectiously throughout the world. The K-pop movement is not only bringing back huge economic growth back to Korea, but also has become a way of soft power for the Korean government to improve its national image. People are starting to wonder what the reasons behind this huge success. Unlike those papers that contributing to this topic by taking the point of view of globalization as an outgrowth of cultural growth, an outcome of the workings of the project of modernity and the cultural hybridity or cultural similarity shared between Korea and other countries. However, This paper is more focusing on a business marketing perspective to analysis the success of K-pop by applying a SWOT and PEST analysis. It will help people to clarity the K-pop’s strengths and weaknesses.The success of K-pop relied on its own unique training system, multi-sided development of artists with the support of their government and taking advantage of Internet world. Otherwise, it cannot survive under the strong competition in the global music market. Furthermore, the paper explores more on K-pop’s marketing strategy on foreign market through a S.M.Entertainment case in the Chinese market. Since the transformation of the new China music market and the relaxed restrictions of the Chinese cultural policy are promising for a much more profitable future for the Chinese music market. It can expand more on Chinese market on adding more Chinese element into their music products, open K-pop merchandise chain stores and get more China media expose for their artists. The case of S.M.Entertainment could be used as a guide for further development of K-pop in Chinese market.

목차 (Table of Contents)

• I. Introduction 1
• II. Evaluating K-pop in General
• 2.1 What is K-Pop? 4
• 2.2 The History of K-Pop 5
• 2.3 SWOT Analysis of K-pop 7
• 2.3.1 Strengths 7
• 2.3.2 Weaknesses 10
• 2.3.3 Opportunities 13
• 2.3.4 Threats 16
• 2.4 PEST Analysis of K-Pop 18
• 2.4.1 Political Factors 18
• 2.4.2 Economic Factors 19
• 2.4.3 Social Factors 20
• 2.4.4 Technological Factors 21
• III. K-pop in China 23
• 3.1 Chinese Music Industry Analysis 25
• 3.2 Cultural Policy Regulation in China 26
• IV. Case study of S.M.Entertainment 28
• 4.1 Company Profile of S.M.Entertainment. 28
• 4.2 S.M. Market Strategy in the Chinese Market 29
• 4.2.1 Product 29
• 4.2.2 Place 30
• 4.2.3 Promotion 30
• 4.2.4 Price 31
• 4.3 Data Analysis 33
• 4.3.1 What are Chinese K-Pop Fans Looking for in K-Pop? 33
• 4.3.2 Implications 38
• V. Conclusion 43