Using SCP Model to Analyse The Business Strategies of K-POP Industry- Case Studies on YG Entertainment and JYP Entertainment

• Main Authors: WONG, JUEH-SIH, 王玨茜
• Other Authors: CHENG, CHIH-WEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/q4aqqv

碩士 === 靜宜大學 === 大眾傳播學系 === 105 === K-POP (Korean Pop Music) is a hot topic in Korea and other countries. Korea incorporates K-POP as Hallyu content and export to overseas. The fans who attracted by K-POP comes from different countries, they across the language barrier and be enchanted. Although Korea government plays an important role, the entertainment agencies who produce K-POP artist and music also plays a critical role in K-POP development. This paper based on SCP Model (Structure-Conduct-Performance), analyzed YG Entertainment and JYP Entertainment, which are the Korea’s representative entertainment agencies. The result shows that Korea music market structure changed due to the technologies developed, the consumption of physical music dropped significantly changed the market structure. Entertainment agencies were forced to changed and become an integrated company, which include music production, artist management, concert production, merchandise and others related works. YG Entertainment and JYP Entertainment established various department, will be fully in charged of the artist which includes artist training, planning, producing, marketing strategy and others. In recent years, both entertainment agencies working aggressively with the international musician to produce high-quality music works, bringing both vision and hearing for consumer which also accepted by the international consumer. YG Entertainment using OSMU as the concept to diversify their business activities and also established multiple sub-label. JYP Entertainment stepped across the music career, directly involved in the drama production in recent times. Both agencies expand cross-boundary strategies which can improve the revenue and also play the greatest commercial benefits of artist. YG Entertainment and JYP Entertainment’s booming development obtain good performance and success in attracting foreign investment, which can provide them resources to make more market conduct. Entertainment agencies business strategies make K-POP successful in Korea and worldwide music market.