Effective marketing strategies in K-pop industry : Case study: TWICE - JYP Entertainment
Le, Quang (2018)
Seinäjoen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121321410
https://urn.fi/URN:NBN:fi:amk-2018121321410
Tiivistelmä
Twice is currently leading girls group in the K-pop music industry. The group has attracted a significant number of fans not only in South Korea but also all around the world, thanks to spectacular marketing strategies from their managing company-JYP Entertainment.
The aim of this thesis is to have a closer look on what are the key marketing strategies that JYP Entertainment has used to promote for Twice. There are two main parts in this thesis: theoretical framework and empirical study. In the theoretical part, a basic principle of marketing has been introduced as well as digital and social media marketing. Moreover, a brief introduction about K-pop industry, JYP Entertainment, the girl group Twice and their marketing methods has also been presented as well as how K-pop, a music style with vast of audio-visual components has become a phenomenon worldwide.
In the empirical part, a quantitative survey of random 100 people who interested in K-pop music was conducted to analyse the potential customers group and their behaviour. Eventually, the results will help the entertainment companies creating a marketing strategy to attract more fans for their artists.
The aim of this thesis is to have a closer look on what are the key marketing strategies that JYP Entertainment has used to promote for Twice. There are two main parts in this thesis: theoretical framework and empirical study. In the theoretical part, a basic principle of marketing has been introduced as well as digital and social media marketing. Moreover, a brief introduction about K-pop industry, JYP Entertainment, the girl group Twice and their marketing methods has also been presented as well as how K-pop, a music style with vast of audio-visual components has become a phenomenon worldwide.
In the empirical part, a quantitative survey of random 100 people who interested in K-pop music was conducted to analyse the potential customers group and their behaviour. Eventually, the results will help the entertainment companies creating a marketing strategy to attract more fans for their artists.