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研究生(外文):Kuang-Lun Liu
論文名稱:韓國演藝經紀公司之個案分析–以S.M. Entertainment為例
論文名稱(外文):The Business Model of Korean Talent Agency – A Case Study of S.M. Entertainment
指導教授(外文):Guo Ruety ShanChung Jen Chen
外文關鍵詞:K-popKorean Talent AgencyMusic IndustryInternational Strategy
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本文以個案研究法探究SM Entertainment之歷史發展歷程,界定其擁有之能力與資源,另外分析其相關的策略活動,並輔以五力分析和BCG矩陣來探究其多角化以及國際化佈局。
The music industry in South Korea started to develop its economic scale since the beginning of the 1990s. Inherited from South Korea''s own traditional music and the Japanese system, and later introduced to the American pop music and Japanese idol training system, the K-pop began to spread to Japan and Asia. Furthermore, with the use of the Internet and social media platforms, K-pop and Korean talent agencies made its music industry ranking no. 8, second in Asia, right next to Japan. The total revenue of Korea’s music industry in 2014 reached 260 million US dollars.

This thesis paper explores the historical development of SM Entertainment by case study, defines its ability and resources, and analyzes its related strategic activities, supplemented by five force analysis and BCG matrix to explore its diversification and internationalization.

口試委員會審定書 #
誌謝 i
中文摘要 ii
目錄 iv
圖目錄 viii
表目錄 xi
第1章 緒論 論 2
第 1 節 研究背景與動機 2
第 2 節 研究目的與方法 2
1.2.1 研究目的 2
1.2.2 研究流程 3
1.2.3 個案研究法 4
1.2.4 次級資料法(Secondary Qualitative Study) 6
1.2.5 研究架構 7
第 2 章 文獻回顧 8
第 1 節 PESTEL模型 8
第 2 節 產業分析 10
2.2.1 五力分析 10
2.2.2 BCG矩陣 13
第 3 節 企業資源與能力 16
第 4 節 行銷管理 17
2.4.1 市場STP 17
2.4.2 行銷組合4P 17
第 5 節 策略管理 19
2.5.1 企業成長策略 19
2.5.2 國際化策略 22
第 3 章 產業分析 24
第 1 節 全球錄製音樂產業概況 24
第 2 節 K-pop與韓國演藝經紀產業 29
第 3 節 現場音樂會與廣告代言市場 35
第 4 節 五力分析 40
3.4.1 新進者威脅 40
3.4.2 替代品威脅 41
3.4.3 供應商議價能力 42
3.4.4 消費者議價能力 43
3.4.5 業內競爭 44
第 5 節 總體環境與政府角色 45
3.5.1 政治因素 46
3.5.2 經濟因素 46
3.5.3 社會文化因素 48
3.5.4 科技因素 49
3.5.5 環境保護因素 50
3.5.6 法律因素 51
第 6 節 未來挑戰 53
第 4 章 個案探討 55
第 1 節 個案介紹 55
第 2 節 資源與能力 59
4.2.1 財務資源 59
4.2.2 無形資源 60
4.2.3 獲利能力—了解市場與洞察粉絲消費現象 63
4.2.4 品牌管理能力 64
4.2.5 供應鏈管理能力—垂直整合策略 64
4.2.6 創新研發能力—差異化策略 67
第 3 節 營運策略與經營活動 68
4.3.1 一源多用的複合型經營 68
4.3.2 練習生計畫 71
4.3.3 音樂作品視覺化 73
第 4 節 市場STP與行銷4P 75
4.4.1 多角化策略 78
第 5 節 國際化佈局與在地化策略 81
第 6 節 個案分析 87
第 5 章 結論與建議 89
第 1 節 結論 89
第 2 節 未來建議 91
參考文獻 93
附錄 100
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