Global marketing of the Korean music industry turns into global marketing of Korea : Case study: K-pop group BTS
Trinh, Hoang Khanh Vy (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060217370
https://urn.fi/URN:NBN:fi:amk-2023060217370
Tiivistelmä
In recent years, the world has witnessed a booming growth in the Korean music industry with significant impacts that are not only limited to entertainment. This rapid development is based on successful marketing strategies at a global scope to promote the Hallyu wave in the international market, which also results in boosting the progress of Korea in every aspect of society as well as the economy.
The objective of the thesis is to point out the success of global marketing strategies of the music industry, in particular, the Korean group BTS. Hence, the success of the music industry brings impressive promotion for Korea globally. The thesis focuses on the promotional activities of the group together with notable effects on the general development of Korea.
There are three main phases of the thesis, including the theoretical framework and the empirical analysis of the case study BTS. The first section is about the basic concepts of marketing, and the second section is about the general music industry as well as the Korean music industry. The last part is to evaluate how marketing strategies played a huge part in bringing BTS spectacular achievements and how the BTS effects gave Korea significant advantages. The research was conducted with the help of secondary data.
The objective of the thesis is to point out the success of global marketing strategies of the music industry, in particular, the Korean group BTS. Hence, the success of the music industry brings impressive promotion for Korea globally. The thesis focuses on the promotional activities of the group together with notable effects on the general development of Korea.
There are three main phases of the thesis, including the theoretical framework and the empirical analysis of the case study BTS. The first section is about the basic concepts of marketing, and the second section is about the general music industry as well as the Korean music industry. The last part is to evaluate how marketing strategies played a huge part in bringing BTS spectacular achievements and how the BTS effects gave Korea significant advantages. The research was conducted with the help of secondary data.