Portal de Periódicos da CAPES

Penetration Strategies of SM Entertainment in Global Market

2014; Volume: 13; Issue: 3 Linguagem: Inglês

10.9716/kits.2014.13.3.077

1975-4256

Moon Haeng Lee,

Asian Culture and Media Studies

Korean entertainment companies like SM entertainment, YG and JYP contribute enormously to the recent K-pop fever. They expand their businesses aggressively to foreign markets which has been successful. This paper seeks to find out their precise strategies to succeed in the global market. Our study focus on SM entertainment which manages successively in the Asian market. As a result, one of their successful strategies on the global market is localization. They rearrange a group with in the members to suit into the local market : for instance, Super Junior, representative boy group, has rearranged and reformed to Super Junior M (mandarin), Super Junior happy (for Japan market), etc. Coopration with SNS (Social Network Service) is another successful strategies of SM Entertainment : page views of K-pop on Youtube achieved more than 0.8 billion in 2013. Furthermore, for marketing, many members play an advertizing model for global products.