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분야
docx2. BRIEF EXPLANATION OF ENTERTAINMENT INDUSTRY
1) WORLD ENTERTAINMENT INDUSTRY
2) KOREAN ENTERTAINMENT INDUSTRY
3. INTRODUCTION OF SM ENTERTAINMENT
4. THE SUCCESS CASE IN JAPAN
1) SM ENTERING JAPANESE MARKET
2) CASE OF BOA
3) CASE OF GIRL’S GENERATION(GG)
5. EVALUATION OF JAPANESE CASE
1) LOCALIZATION
2) COOPERATIVE PARTNERSHIP
3) DIFFERENTIATION STRATEGY
6. THE RECORDING INDUSTRY OF AMERICA
2) MARKET SIZE AND TREND
3) GENRE PREFERENCE.
7. COMMUNICATION AS SUCCESS FACTOR
1) MUSIC AS IS
2) MORE THAN MUSIC
8. SM ENTERTAINMENT’S STRATEGIC ANALYSIS
1) MULTI-TALENTED ENTERTAINERS
2) TREND SETTING
3) STRATEGIC MARKETING
9. CONCLUSION
SM Entertainment which this paper is investigating in, is representative entertainment producing company, mainly focusing on music industry. It was established in 1995 with male idol group H.O.T., which was exactly what teenage girls were desperate for. H.O.T. had proven to achieve great success. Female idol group by SM, SES also was quite successful, meeting up what boys wanted for girl group. From then on were there BOA, Dong-Bang-Shin-Ki, Girl’s Generation and others, who were successful also outside of Korea, such as Japan and other Asias. Thanks to those success stories, SM entertainment holds the largest records market share in Korea.
As the case of H.O.T. and SES shows, SM entertainment is competent in discerning the customer’s needs and preferences, and putting into strategic action. It has systematic system to breed up singers and other talents, spending years of efforts to fit in the market. When a trainee passes the audition that SM has for new faces, it takes him or her 5 to 10 years to be fully trained. Jessica, a member of Girl’s Generation, had to spend 7 years to have all the training programs, and to eventually become a top star.
The process of SM in entertainment industry is well defined as the basic value chain model of manufacturing. There are usually five categories; R&D, Supply, Production, Distribution and marketing. SM engages in R&D as producing new conceptual development, and other cooperation with composers for music production. Next step is supply, discovering new potentials through audition
