South Korean Entertainment Industry’s Marketing Management on Chinese Market

DOI

10.2991/978-2-494069-31-2_57How to use a DOI?

Keywords

South Korean entertainment industry; Chinese foreign trade; marketing management strategies; China- Korea relationship

Abstract

In today’s international trading environment, developing the foreign market according to different political contexts became extremely important for each country. Shortly after the established formal diplomatic relations between Seoul and Beijing in the 1990s, South Korean industries opened up the uncultivated Chinese market. From the 1990s to 2016, the South Korean Entertainment Industry (SKEI) experienced a checkered journey—from mushroom growth to sudden descent. In figuring out the political and marketing factors responsible for this fluctuation, this article is to explore the marketing management strategies that SKEI applied to the Chinese market during different political relation stages between China and South Korea. The relationship between marketing management adjustment and political changes was revealed by the chronological analysis from the 1990s to 2010s of SKEI in China, enhancing the academic completeness in the fields of Chinese foreign trade policies and validating marketing skills that employed to make profits while expanding culture values. The research was done by reviewing published academic journals on Google Scholar which also contributes to the convenience of gathering information and references for further research on the topic of political and marketing management. In specific, the progress of SKEI marketing in China is divided into four stages according to the changes in regulations of the Chinese entertainment market, accompanied by the corresponding marketing strategies that SKEI utilized: cultural affinity, price advantage, and overflow effects in the starting phase; online platforms exploitation, joint production and fandom expansion of the raising and challenging stage; attracting and collaborating with Chinese investors during the climax phase; and expansion towards the South Asian markets for stagnation. This chronological analysis unveiled the core methodology for SKEI marketing strategies-- creating demands and catering to consumer preferences. The conclusions from this study, therefore, held practice value as an exemplar for global countries to manage and develop their exportation of the entertainment industry.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Michelle Zhou
PY  - 2022
DA  - 2022/12/29
TI  - South Korean Entertainment Industry’s Marketing Management on Chinese Market
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 452
EP  - 462
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_57
DO  - 10.2991/978-2-494069-31-2_57
ID  - Zhou2022
ER  -