The Analysis of Korean Entertainment Companies' Business Strategy in The Greater China from the view of Value Chain: Exemplified by S. M. Entertainment and EXO

摘要

Under the background of globalization and digital convergence, the media integration and industrial transformation are the new outlets for the entertainment industry in the wave of future. With its extraordinary integration of upstream and downstream industries, S.M.Entertainment from Korea has become one of the most representative and indicative entertainment companies in today's Asian entertainment industry, a model of cross cutting and diversified development. This research uses the structure of value chain theory as basis and categorizes the activities of corporation value through the marketing behavior and strategy implementation of SME. Furthermore, it provides in-depth analysis of business empire of SME in terms of operation of overseas business strategy and establishment of brand image. The research takes top male group EXO created by the leading representative of K-POP S.M.Entertainment as example to determine the best approach for the global expansion of new infotainment media industry in the context of industry convergence. The primary methodology includes secondary data analysis and case study focusing on four aspects as research framework including early-stage preparation, content production, research and marketing, and value recovery. In the case study, SME firstly establish its unique and thorough work flow and operating system, and concentrate on New Culture Technology's globalization strategy. In addition, SME has huge investment in every stage of cultural commodity production to continuously improve the quality of content meanwhile utilizing new digital technology to strengthen their competitiveness in Asia and the global market. During the ongoing fight of SME for Chinese market share, the researcher who based on the cross-strait hopes the insight of SME research can deliver the unique strategies of SME on local basis to the workers in the field of the Greater China entertainment industry.