In recent years, Korea has open up significantly on their tourism industry. In order to attract travellers, Korea Tourism Organization (KTO) has been actively involved in promoting Korea all over the world. Chinese tourist, with a high spending power ...
In recent years, Korea has open up significantly on their tourism industry. In order to attract travellers, Korea Tourism Organization (KTO) has been actively involved in promoting Korea all over the world. Chinese tourist, with a high spending power and an abundance of cash flow, has become the main marketing target for Korean travel industry. Government departments, Universities and other corporates have been aggressively marketing Korea and K-pop in China hoping to bring in more tourists. In Korea, the marketers tried to relate everything to K-pop in order to attract attention to a certain product of company. The “K-pop” brand is being “abused” in this sense. In this thesis, we are going to put aside other K- products and just look at K-pop as a stand-alone brand. We will study and analyze the angle of the marketing strategy of K-pop and evaluate the value of the brand. Through this study, we will be able to thoroughly understand the foreigners’ awareness in K-pop culture and branding. At the same time, there is also a need to have a grasp on the returns in relation to the marketing input for K-pop brand. In the emergence of K-pop, cultural differences have also created some “anti-Korean-wave” phenomenon.
In this thesis, we will look specifically at the Chinese market especially their perspective on K-pop. Of course we will first need to know what are the core elements and components of K-pop brand and take a closer look at its marketing strategy. By doing so, it could provide a platform for C-pop brand to grow in China and overseas market.
The purpose of this study is to obtain the market value of K-pop as a brand. Even though it is difficult to clearly differentiate the relationship between K-pop, K-wave, Korean culture, this study allows us to compare the market value of Korean food, Korean traditional clothes, Korean products and other stuffs that represents a part of Korean culture, which also defines the fact that K-pop, Kdrama and Kmovies belongs to the same cultural industry. Hopefully in future studies, a similar way of comparison surveying analysis a more define and useful perspective on cultural industries could be obtained.
This study on K-pop brand value is evaluated base on the first survey research done on the elements of branding properties. The “Anti-KoreaWave” phenomenon had expanded to a wider scope due to a combination of a few incidents. In 2010 at the Shanghai Expo, Super Junior fans clashed with the duty officers; a few Chinese members of certain K-pop groups terminated their contract with the Korean entertainment company; all of which contributes to a negativity ambience in the K-pop branding. There are no definite solution to these issues and thus a huge factor in the declining popularity of K-pop in China.
Further evaluations and studies will be needed to find a more sustainable strategy for K-pop to maintain and improve its overseas popularity. Hopefully a workable solution could be found in future studies.
最近在韩国的观光业，学界， 政府，以及公司等，一边很重视不断增加的访韩的中国游客，并且一边积极的寻求K-pop在中国市场的营销。实际上，韩国国内也是这样，正在滥用着韩国与K-pop，...
最近在韩国的观光业，学界， 政府，以及公司等，韩语论文，一边很重视不断增加的访韩的中国游客，并且一边积极的寻求K-pop在中国市场的营销。实际上，韩国国内也是这样，正在滥用着韩国与K-pop， 韩国公司与K-pop， 韩国地区与K-pop， 韩国文化与K-pop， 韩国观光与K-pop 等， 灵活应用K-pop的“沾光效果”的各种规划。现在抛开K-pop的沾光效果，要站在评价K-pop自身的品牌财产， 以及这个品牌的营销战略方案的角度来调查探讨。通过这样的探讨可以掌握海外消费者关于K-pop这个文化品牌的认知，并且有必要掌握对于这个市场营销所需要的价值。因为各个国家的文化异同，也是成为了在日本以及中国等地，在接受K-pop的时候产生了一些“反韩流”， “嫌韩流”等与K-pop敌对现象的原因.
通过这样的脉络略论，本探讨专门针对中国市场关于K-pop这个品牌的认知以及关于K-pop这个品牌是如何评价的，当然，首先略论这个品牌的核心组成要素是什么，并且提出韩国社会对于K-pop品牌的战略方案. 提供给同样想像发展K-pop一样去发展C-pop的中国社会一个对于K-pop的品牌价值以及战略方案的探究的机会.
第一，本次探讨是为了得出K-pop的品牌财产的组成要素为目的而进行的探讨. 虽然没有能明确的掌握对于K-pop，韩流以及韩国文化的差别性，当然我们通过评价以及比较对于韩食，韩服，韩国产品等各种各样体裁的韩国文化商品的品牌财产，能明确的掌握K-pop与电视剧，电影以及游戏一样也是属于文化产业. 并且希望在以后的探讨中，通过像上面诉述的文化体裁之间的比较略论，得出对于与文化产业相关联的，更深层次的，更有用的观点.
第二，韩语论文，本探讨是以第一次调查探讨得出的品牌财产的组成要素为基础，对K-pop品牌的财产价值进行评价的探讨. 因为2010年上海世博会上，super junior的粉丝与执勤人员发生冲突的事件，以及K-pop组合里的中国成员的退出事件等，各种各样的负面事件的作用导致了“反韩流”的问题得到了扩大. 针对这一问题最终没有能得出一个很好的解决方案. 这是中国消费者关于K-pop的热爱度下降的重要原因.
希望在以后的探讨中关于中国的受众和K-pop所属娱乐会社的交流方案进行探讨，并且能提出提升并且维持K-pop在海外公共关系的方案.
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