浅析娱乐经纪公司的品牌经营策略-以韩国S.M.公司为例_英语论文                        

A Brief Analysis about Brand Management Strategy of Entertainment Company—Taking S.M. Entertainment Company of South Korea as an Example    

摘要

随着经济的发展，各行业的企业文化和品牌意识逐渐增强，许多娱乐经纪公司的经营不再仅仅局限于以艺人为标签进行作品的创新，而是逐步转向为以品牌为主导，以此来实现其向品牌化经营的转型,尤其是韩国的经纪公司。所以对中韩国的品牌经营进行研究以启发中国娱乐经纪公司是非常有必要的。

韩国流行文化在世界上取得的成功是众所周知的，作为音乐行业的领导者之一，S.M.公司在品牌经营方面获得了显著成果，这也促进了韩国流行文化在世界的发展。本文主要通过对品牌经营策略相关理论的研究，讨论并分析娱乐经纪公司的品牌经营策略。同时，本文以S.M.公司为例，了解S.M.公司在品牌经营方面的策略和创新之处，比较中韩娱乐经济公司品牌经营的差异，并从中汲取经验。

本文将进一步揭示如何把握品牌经营的正确方法，探索可行的品牌经营策略，以期给中国娱乐经纪公司的品牌发展带来更大的市场。

关键词：娱乐经纪公司  韩流 品牌经营策略 创新

Abstract

With the development of economy, the enterprise culture and brand awareness of various industries are gradually increasing, many entertainment companies have found that brand management is of great importance in the fierce competition. So it’s very necessary for the study of brand management in China and South Korea to inspire China's entertainment company.

It’s well-known about the success of Korean pop culture in the world, as one of the leaders in Korean pop culture in music, S.M. Entertainment Company has made remarkable achievements in brand management, which has promoted the development of Korean pop culture in the world.

This thesis has introduced some relevant theories of brand management theory, and then discussed the brand management strategies of some successful entertainment brokerage firms. Meanwhile, taking S.M. Entertainment Company of South Korea as an example, this thesis has analyzed its brand management strategies and its innovations in brand management. Through comparing differences between Chinese and Korean brand management of entertainment companies, this thesis has summarized some experience from them.

This thesis has revealed some effective methods to improve brand management, with the hope that will be useful for the development of Chinese entertainment companies.

Key words: Entertainment company  Korean wave  brand management strategy  innovation

Contents

Chapter 1 Introduction 3

Chapter 2 Brand Management Strategy of Entertainment Company 5

2.1 Brand Management of Entertainment Company 5

2.2 Common Brand Management Strategies 5

2.2.1 Target Market 6

2.2.2 Brand Positioning 7

2.2.3 Brand Image 9

Chapter 3 Brand Management of S.M. Entertainment Company 5

3.1 Brief Introduction of S.M. Entertainment Company 11

3.2 Traditional Brand Management Strategies of S.M. Company 12

3.2.1 Brand Positioning 12

3.2.2 Brand Image 12

3.3 Innovation of Brand Management Strategy 13

3.3.1 Brand Loyalty 13

3.3.2 Brand Stretching— “Family” Marketing 14

3.4 Brand Risk 14

Chapter 4 Revelation for Brand Management of Chinese Entertainment Company 16

4.1 Contrast of Brand Management Between Chinese and Korean Entertainment Companies 16

4.2 Revelations From S.M. 17

Chapter 5 Conclusion 18

Acknowledgments 19

References 20