Analysing the new marketing model for entertainment companies: A case study of SM. entertainment
In recent years, the metaverse have captured the general public’s attention. After so many years of development, the Korean entertainment market has become more and more competitive, and SM Entertainment, as the leading Korean entertainment company, chose to catch the wave of metaverse and create a...
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| Format: | Article |
| Language: | English |
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EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01007.pdf |
| _version_ | 1797343450672136192 |
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| author | Hu Xiaoxiao |
| author_facet | Hu Xiaoxiao |
| author_sort | Hu Xiaoxiao |
| collection | DOAJ |
| description | In recent years, the metaverse have captured the general public’s attention. After so many years of development, the Korean entertainment market has become more and more competitive, and SM Entertainment, as the leading Korean entertainment company, chose to catch the wave of metaverse and create a unique metaverse marketing model, which has been a great success. The aim of the paper was to explore whether SM’s “metaverse” strategy could be a new model for all entertainment companies. This paper investigated the influential factors based on the 4Is of marketing mix theory and through a SWOT analysis. The paper showed that the importance of interest and Interaction is rising in the entertainment market. It concluded that this marketing model has won because of its uniqueness; therefore, other companies cannot replicate its success. If one company wanted to take its place in the competitive market, it would need to have its own unique marketing model. |
| first_indexed | 2024-03-08T10:47:52Z |
| format | Article |
| id | doaj.art-fb12c5ed366048958f7283d0ee7f9422 |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-03-08T10:47:52Z |
| publishDate | 2024-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-fb12c5ed366048958f7283d0ee7f94222024-01-26T16:53:33ZengEDP SciencesSHS Web of Conferences2261-24242024-01-011810100710.1051/shsconf/202418101007shsconf_icdeba2023_01007Analysing the new marketing model for entertainment companies: A case study of SM. entertainmentHu Xiaoxiao0School of Journalism and communication, Journalism, Wuhan UniversityIn recent years, the metaverse have captured the general public’s attention. After so many years of development, the Korean entertainment market has become more and more competitive, and SM Entertainment, as the leading Korean entertainment company, chose to catch the wave of metaverse and create a unique metaverse marketing model, which has been a great success. The aim of the paper was to explore whether SM’s “metaverse” strategy could be a new model for all entertainment companies. This paper investigated the influential factors based on the 4Is of marketing mix theory and through a SWOT analysis. The paper showed that the importance of interest and Interaction is rising in the entertainment market. It concluded that this marketing model has won because of its uniqueness; therefore, other companies cannot replicate its success. If one company wanted to take its place in the competitive market, it would need to have its own unique marketing model.https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01007.pdf |
| spellingShingle | Hu Xiaoxiao Analysing the new marketing model for entertainment companies: A case study of SM. entertainment SHS Web of Conferences |
| title | Analysing the new marketing model for entertainment companies: A case study of SM. entertainment |
| title_full | Analysing the new marketing model for entertainment companies: A case study of SM. entertainment |
| title_fullStr | Analysing the new marketing model for entertainment companies: A case study of SM. entertainment |
| title_full_unstemmed | Analysing the new marketing model for entertainment companies: A case study of SM. entertainment |
| title_short | Analysing the new marketing model for entertainment companies: A case study of SM. entertainment |
| title_sort | analysing the new marketing model for entertainment companies a case study of sm entertainment |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01007.pdf |
| work_keys_str_mv | AT huxiaoxiao analysingthenewmarketingmodelforentertainmentcompaniesacasestudyofsmentertainment |