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CRM vs SCM 분석 및 사례 평가A+최고예요

IntroductionInformation System is essential in modern day management. A firm needs to have a better understanding of consumers as well as maximizing efficiency in Supply chain. In this paper, we will discuss Customer Relationship Management(CRM) and Supply Chain Management(SCM). We will compare characteristics and decide which system is preferable to adapt in tradeoff situation.CRM(Customer Relationship Management)■ Definition of CRMCustomer Relationship Management is a process that helps implement customer-oriented marketing strategy through identifying, analyzing, and integrating customer information.)■ Objectives1. To provide better understanding the wants of customers2. Developing long-term relationship between firms and loyal customers3. To make profit by satisfying the wants of consumers while keeping relationships■ Technology Features1 Analytical and Operational CRM SystemAnalytical System comprises of Analytical tools and applications. They analyze by data mining and other meth.SCM(Supply Chain Management)■ Definition of SCMSCM is a strategic process that maximizes efficiency by integrating and managing interfaces between various currents(information, money, inventory) of supply chain. )This is to provide decision making with providing optimal efficiency data of speed and probability of supply chains.■ Objectives)1. To reduce inefficiency in the back end - minimizing time gap, efficient flow of information, and money.2. To reduce transactions costs in the back end - usually reducing supply chain costs3. To provide flexible reaction to new products and services■ Technology Features)1. APS(Advanced Planning and Scheduling)This is designed to effect inefficiency and limits of MRP(Material Requirements Planing). Unlike MRP, raw material planning and resource ability planning are set simultaneously, reducing uncertainty.2. TOC(Theory of Constraints)Locating conditions that hinder system's achievements, and manipulate the conditions to earn maximum effect. Once imon costs.Customer SatisfactionCustomer Satisfaction is a major advantage of CRM, however, consumer contact with insufficient supply chain, this could no longer be an issue. This term may indirectly refer to other factors regarding the demand side(Customer Loyalty, etc)Reduction of Inventory& lead timeInventory Reduction is a main advantage of SCM, but forecasting the right needs can be a solution to inventory and lead time reduction.Investment(Early stage fixed cost)Both CRM and SCM has high early stage fixed cost that requires massive investment. Which of these has advantage in investment?ProductivityBy SCM, productivity increases as unnecessary costs are reduced. However this also works for CRM. Productivity increases as the company segments and targets the market.ApplicationWith five chosen criteria above, three major criteria Profitability, Customer Satisfaction and Reduction of inventory & lead time can be found in field examples. We will follow by catagories and see performances try for eight consecutive years(2006). Recent development of CRM can be viewed in their web site(http://tworld.co.kr). They provide various customer support including use fee until now, mobile programs, membership card service, etc.■ ResultsSK Telecom maintained high market share over 17,219,562 people in 2002. This grew to 19,060,452 in 2005. Market share is over 50%.■ NEW BALANCE and SCM)New Balance is 5th biggest sporting shoemaker in the world. This company is known for choosing variety of performance running shoes, which means that they have economy of scope. However, this diverse demand gave pressure to the company because their products were too diversified. Of 25,000 shoes processed 17% required hand-making or price ticketing.In 1993, Kewill Logistics, Inc. came up with Warehouse Management System to fill the needs of transportation needs. New Balance abolished Intermediate delivery Center, and upgraded warehouse to categorize inventory and deliver to retail directly.■ ResultsTt valid, thus non-comparable.Profitability :(R: Revenue, TC: Total Cost, TVC: Total Variable Cost, TFC: Total Fixed Cost)CRM increases profit by selling more, while SCM makes profit by reducing costs. It can be said that SCM and CRM both has profitability.However, CRM is an idea that makes profit maximization without price change. This is a kind of product differentiation in terms of Economics. SCM can be viewed as technology )factor where profit margins increase as due to lowering costs.) Better strategy, in economic terms, is the former one, because technology, when adapted by different firm, loses its profitability. However, CRM methods can keep the product price above equilibrium, thus providing better profit for the future, or long-run in microeconomic terms.Consumer SatisfactionSCM has proven to satisfy consumers if supply chain can be changed. This backup argument is the New Balance Case. However, this does not mean that it has advantage over CRM. Customer Satisfaction still pre쟁

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mis, CRM, SCM, 고려대학교 경영학과

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편의점 유통업태 분석 입니다. (고려대학교 경영학과 a+ pt)

편의점 (CVS : Convenience Store) 31 Oct 2008 Organizing Generating Distribution Channel Management Retailing Trend Report 1. 편의점이란 ? 2. 10 년간 편의점 변화 추이 3. 10 년후 편의점의 전망편의점이란 ? - 편의점의 정의 - 편의점의 특징 국내 편의점의 동향 - 10 년 전 변화 과정 - 현재 - 10 년 후 전망 3. 결 론 목 차 (Contents) 목 차 (Contents고객 편의 극대화 다양한 상품 구색 유통 네트워크 이용하기 편리한 곳에 입지하여 24 시간 영업하여 , 고객에게 시간적 편의 제공 편의점 (CVS) 이란 ? 구색의 깊이는 비교적 떨어지나 , NB(National Brand) 및 PB 브랜드의 적극적인 도입으로 다양한 상품 구색을 갖추고 있다 . POS, EDI 를 통한 정보 수집의 용이함을 바탕으로 제품의 특성에 맞는 효과적 물류인프라 구축 가능 편의점의 특성을 결정짓는 3 가지 요소 “ 편의점은 고객의 생활 , 소비 패턴 변화로 고객 편의 극대화를 위해 연중무휴 (24 시간 ) 영업을 실시하고 , 소규모의 형태를 띠며 , 주로 식료품 , 담배 , 잡화 등 다수의 품종을 취급하는 소매업태 . “ 결국 , “ 본사 - 가맹점 - 고객 ” 간의 견고한 Relationship 을 바탕으로 , 변화하는 고객의 Needs 에 대응하는 지속적인 편의를 제공하는 것이 편의점의 성공 전략이다 .편의점 (CVS) 이란 ? 편의점 경쟁상대 분석 “ 편의점이 제공하는 고객 편의의 핵심은 시간의 편의 이다 . “ 전문점 백화점 구멍가게 재래시장 편의점 수익성 재고회전율 고 저 고 저 고 수익성 , 고 재고회전율 편의점 수익성 vs. 회전율 편리성 대기 및 배달시간 구색 ( 너비 ) 구색 ( 깊이 ) 고수익 고회전율 매우 높음 낮 음 넓 음 얕 음 ※ 시간의 편의성 - 1. 직접 가지 않음으로써 얻는 편의 - 2. 상품을 즉시 받아볼 수 있는 편의 통신 판매업 전자상거래업 자동판매기업 노점 및 유사 직접 상점에 가지 않고 , 집에서 주문 가능 편의점 매출의 대부분을 차지하고 있는 담배 , 음료 등에 위협적 고객의 욕구를 즉시 충족 온라인을 통해 상품에 대한 정보 수집에 용이하고 , 집에서 주문 가능 전자상거래업 통신판매업 자동판매기업 “ 고객만족을 최고의 가치로 지향하는 편의점의 Key Factor 인 1. 고객 동향 2. 상품 특성 3. 운영 형태 를 중심으로 편의점의 과거로부터 현재까찌의 변화 양상을 살펴보고 , 가까운 미래를 예측해본다 . ”국내 편의점 동향 연도별 점포수 증감 추이로 본 사회 , 경제적 환경 “ 편의점 매출과 점포 수의 변화로부터 당시 사회 , 경제적 환경을 읽을 수 있다 . “ 순환 국면 상 승 하강 정체 상 승 하강 정체 상 승 도입 및 체인망 구축 점주분규 ( 체인이탈 ) 체인망 재정비 (Scrap Build) 외환위기와 IMF 관리 경제 IMF 불황 극복과 소비회복 저금리와 창업 증가 CVS 기능 확대 실업증가 및 내수경기 침체 고도 성장후 내실 다지기 ( 안정성장 진행 및 성숙기 진입 준비 ) 지방 , 특이영역 확장 요 인 수명 주기 도 입 기 성 장 기 성숙기국내 편의점 동향 – 10 년전 고객 동향 “ IMF 불황 극복과 소비 회복 , 저금리 확대 등의 사회적 기반 마련으로 , 점포수가 급격히 증가하고 , 비약적인 매출액 증대가 일어나 현재의 성숙기로 접어드는 발판 마련 “ 상 품 특성 운영 형태 1998 2007 2008 2020 • IMF 불황 극복과 소비 회복으로 , 고객 매출 구성비율에는 큰 변화가 없으나 , • 매출이 비약적으로 증가해 2007 년에 는 2000 년대비 3 배 가량 증가했다 . 점포수 증가와 소비회복 때문 • Value-added service 에 대한 관심 급증 • NB 뿐 아니라 PB 출현 • 가맹의 형태보다는 점포수의 비약적인 증가 (2060→11,056) 로 과잉 출점 문제의 실마리 제공 • 허나 , cvs 별 인구수 4526 명으로 , 선진국 수준 2500 명까지는 여유가 있음 20 세 미만 20 대 30 대 40 대 50 대 이상 13.4 35.0 28.9 17.2 5.5 1998 2000 회사원 학 생 주 부 기 타 구매시간대별 PM 5 ~ 11 매출 최대 큰 변화 없음 13.5 40.4 29.4 11.7 5 - - 52.4 33.4 4.3 9.9 52.3 38.2 7.2 2.3 - 매출 변화 1998 2000 2007 10,645 13,638 55,613 매출액 증가율 28.1 307 - 연도별 점포수 교통카드 판매 충전 휴대폰 충전 ATM 서비스국내 편의점 동향 – 현재 고객 동향 “ 40, 50 대 및 주부의 중요성이 강조되고 , 일배 가공 , 색식품의 매출 비율 증가가 긍정적으로 작용 , 허나 순수가맹점의 비율이 높은 불안정한 수익 구조 개선 필요 “ 상 품 특성 운영 형태 1998 2007 2008 2020 • 40, 50 대의 매출 비중이 급격히 증가 (16.7% → 24.3%), 허나 여전히 가장 중요한 타겟은 20, 30 대 • 회사원과 학생의 매출 효과는 여전히 건재하고 , 주부의 구매력 신장이 향후 전략에 반영 요소 20 세 미만 20 대 30 대 40 대 50 대 이상 13.5 40.4 29.4 11.7 5 2000 2007 10.5 37.3 27.9 16.1 8.2 회사원 학 생 주 부 기 타 52.4 33.4 4.3 9.9 52.5 34.1 6.3 6.6 구매시간대별 PM 5 ~ 11 매출 최대 큰 변화 없음 • 여전히 저마진의 담배 , 주류 , 잡화의 매출 비중이 크다 . • 허나 일배 가공 , 생식품의 비중이 전체 매출의 12.8% 를 보이며 , 고마진의 일배 가공 식품에 대한 가능성을 보여주었다 . • 대부분의 가맹점이 순수가맹점 (62.8%) 으로 운영되며 , 순수가맹은 위탁가맹에 비해 마진율이 높다는 장점이 있다 . 위탁 가맹에 의한 임차 비용이라던지 발생하는 불이익을 최소화하는 방향 순수가맹점 (62.8%) 위탁가맹점 (33.7%) 기타 가맹 타입별 점포수 상 품 종 류 구 성 비 서적ㆍ잡지 0.4 문구ㆍ완구 0.6 잡 화 5.0 후레쉬푸드 4.3 담 배 44.1 과 자 류 6.3 주 류 7.4 복 권 2.1 일배생식품 0.6 일배가공식품 12.2 가공식품 17.0 계 100.0국내 편의점 동향 – 10 년 후 “ 현재 국내 편의점의 동향을 바탕으로 , 10 년 후를 전망해볼 수 있다 . “ 1998 2007 2008 2020 상품 특성 고객 동향 운영 형태 고마진의 식료품 위주의 상품 강화 위탁가맹점과 직영점의 비율을 낮추고 순수가맹점의 비율을 확대하는 노력을 경주하여야 함 . 이것은 높은 임차료 부담에 따른 경비 구조를 개선하고 점포운영 미숙에 따른 낮은 생존율 문제와 짧은 평균 운영기간의 문제를 해결 더 큰 편의를 지향하는 소비패턴 강화 출산율과 더불어 사망률 감소와 Silver 산업의 활성화로 , 최근 늘어나고 있는 40,50 대 이상의 고객을 타겟팅으로 할 필요성 대두 더불어 여성들의 사회 진출과 젊은 고객들의 구매력 증가를 고려 2007 년 , 가구수의 증가율 ( 전년대비 1.6%) 이 인구증가율 (0.3%) 보다 5 배 이상 증가 → 가구원수 축소 , 단독 세대 증가 → 소량 수시 구매의 패턴 One-stop Service + Value-added Service 고령화 사회 대비 여성과 젊은 고객 대비 편의점의 주력 상품은 담배 , 음료 , 주류 , 잡화 등이지만 , 최근 일배 가공 , 생식품의 매출 비중이 증가함에 따라 마진이 높은 상품이 주류를 이룰 것이라 전망 순수가맹점 비율 확대 과잉 출점 문제 고찰 객단가를 올릴 수 있는 독자적 상품 개발 현재 한국 편의점 시장의 객단가는 일본의 절반 수준으로 , 평균 방문자수와는 별개로 매출액 창출에 있어서 상품 개발이 시급하다 . 대만과 같은 경우는 , 최신트렌드를 반영하는 물건을 편의점에서 독점 판매 현재 미국과 일본은 cvs 별 인구수는 2000 명 대이지만 , 점포 수 증가는 계속되고 있다 . 편의점 경영주 입장에서는 cvs 별 인구수가 줄고 , 일매출이 주는 것이 우려되는 상황일 수 있으나 , 향후 10 년 안에는 큰 문제가 아니라 전망결 론 (Conclusion) “ 고객만족을 최고의 가치로 지향하는 편의점의 Key Factor 인 1. 고객 동향 2. 상품 특성 3. 운영 형태 를 중심으로 편의점의 과거로부터 현재까찌의 변화 양상을 살펴보고 , 가까운 미래를 예측해본다 . ” 고객 동향 상품 특성 운영 형태 • 더 큰 편의를 지향하는 소비패턴 강화 • 고령화 사회 대비 여성과 젊은 고객 대비 • 고마진의 식료품 위주의 상품 강화 • 객단가를 올릴 수 있는 독자점 상품 개발 • 순수 가맹점의 비율 확대 • 과잉 출점 문제 고찰 Maximize Customer Satisfaction Thank you for Listening{nameOfApplication=Show}

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편의점, cvs, 프레젠테이션, 유통 업태

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(영화) 맘마미아 마케팅 분석 ,stp stategy

Mamma Mia’s STP strategiesSegmentationDemographic Segmentation(Age, Life-Cycle stages)AgeTeens(10~)Twenties(20~)Thirties to forties (30~)Fifties to sixties (50~)Featuresㆍrestrictive to chooseㆍchoose a movie based on actor, actressㆍdislike complex storyㆍlargely affected by social factorsㆍfind and choose movie firsthandㆍway of datingㆍbiggest portionㆍprefer various genreㆍmotivated by other people(neighborhood, coworkers)ㆍdo not spend a time to find specific movieㆍprefer Korean, family-based movieㆍmotivated by huge-size atmosphere (nation-wide)Pursuit benefitEntertainmentDesire satisfactionEntertainmentRelaxing, civilized lifeUnite familyMamma Mia’s benefit segments (viewers)Memory recollection (70’s~80’s), Entertainment, Relaxing, Good dating method, Desire satisfaction (escape from city)TargetingTargeting strategy - undifferentiated marketing (common in movie industry)Mamma Mia’s relatively main targets are people from thirties to fifties who have a memory of 70’s~80’s about ABBA’s music and twenties who have the biggest purchasing power in movie industry.Positioning (Value Proposition)Basic positioning strategies “Be Different”Positioning by attributes This is music-based movie, remade from famous musical “Mamma Mia!”Positioning by personnelAs a one of outstanding positioning method, "Mamma Mia!" stresses peoples who participated in this movie, Meryl Streep and ABBA, for PR.Meryl StreepABBAMeryl Streep is an award-winning American actress who has worked in film, television. She is widely regarded as a one of most talented and respected actress in these days. She had got a lot of Oscar awards, Grammy award, golden globe award, academy awards etc., and she is famous in Korea because of the movie "Devil wears Prada" which showed great box-office records in 2007. Merly Streep, devil wears prada, 2007.ABBA was a Hyperlink "http://en.wikipedia.org/wiki/Sweden" o "Sweden" Swedish Hyperlink "http://en.wikipedia.org/wiki/Pop_music" o "Pop music" pop music group active between 1972 and 1983. They topped the charts worldwide from the mid-1970s to the early 1980s. However, one of the outstanding features of ABBA's music is easiness. Because of this, critics treated it as a cheap music and disregarded it also. However, since late 90's, ABBA's music had revaluated by people as a good music and then, they earned popularity all over the world including Korea.The Source: Hyperlink "http://www.wikipedia.org/" http://www.wikipedia.org/, www.naver.comPositioning by image“People can feel freshness, delight, happiness, and liveliness by watching Mamma Mia which made at beautiful blue shore of Greece that is famous for good scenery, delight people”Positioning Map ( two most important attributes - heaviness, genres)There are many heavy, action movies, but less light, romantic movies during late August to October. Because of this reason, Mamma Mia can occupy a place in viewer’s mind relatively easy.From the marketing point of view, the reason of success of “Mamma Mia!”Considering place (one of the 4P), Mamma Mia released little earlier as a form of charged preview against official release date right before Chuseok. This is a kind of abnormal opening. However, due to this abnormal-early-opening strategy, Mamma Mia could use ‘by word of mouth’ strategy to attract viewers and to secure more screen relatively to competing movies during Chuseok holiday. As a result, they can get a lot of audiences during beginning part.Considering promotion (one of the 4p as well), (1) marketers of Mamma Mia used issue making strategy and it worked. They made people who were thirties to fifties recall old times by using ABBA on advertisement of Mamma Mia. Furthermore, (2) they provide future audiences continuous stimuli to trigger motivation to watch through web and mass media. These strategies also help marketers to get other audiences.–Left- web advertisement “Mamma Mia!” 23th.October. (Mamma Mia released at late August)Considering product(also 4p), they offer “karaoke version of Mamma Mia”that provide the words of song on the screen at some theaters so audience can sing a ABBA’s famous song “dancing queen” in the theater during watching movie. It satisfied customer a lot.Marketers use the trend of purchasing pattern by forties to fifties which called Maturialism. Old people (Wealthy Fifty, people born at baby-booming era) do not satisfy in existing market that controlled by usually young people and find something first hand to Persuit of Self-Satisfaction. This shows that combination between timing of releasing Mamma Mia and marketers strategies perfectly fitted to social trend. This is also good reason to success of Mamma Mia from the marketing point of view.Homework 2.The analysis of the movie “Mamma Mia!”Marketing Principles

경영/경제| 2008.11.01| 3페이지| 1,500원| 조회(383)

STP, 맘마미아, 영화 분석, 영화 마케팅, mammamia

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맘마미아 마케팅 분석, stp분석

Mamma Mia’s STP strategiesSegmentationDemographic Segmentation(Age, Life-Cycle stages)AgeTeens(10~)Twenties(20~)Thirties to forties (30~)Fifties to sixties (50~)Featuresㆍrestrictive to chooseㆍchoose a movie based on actor, actressㆍdislike complex storyㆍlargely affected by social factorsㆍfind and choose movie firsthandㆍway of datingㆍbiggest portionㆍprefer various genreㆍmotivated by other people(neighborhood, coworkers)ㆍdo not spend a time to find specific movieㆍprefer Korean, family-based movieㆍmotivated by huge-size atmosphere (nation-wide)Pursuit benefitEntertainmentDesire satisfactionEntertainmentRelaxing, civilized lifeUnite familyMamma Mia’s benefit segments (viewers)Memory recollection (70’s~80’s), Entertainment, Relaxing, Good dating method, Desire satisfaction (escape from city)TargetingTargeting strategy - undifferentiated marketing (common in movie industry)Mamma Mia’s relatively main targets are people from thirties to fifties who have a memory of 70’s~80’s about ABBA’s music and twenties who have the biggest purchasing power in movie industry.Positioning (Value Proposition)Basic positioning strategies “Be Different”Positioning by attributes This is music-based movie, remade from famous musical “Mamma Mia!”Positioning by personnelAs a one of outstanding positioning method, "Mamma Mia!" stresses peoples who participated in this movie, Meryl Streep and ABBA, for PR.Meryl StreepABBAMeryl Streep is an award-winning American actress who has worked in film, television. She is widely regarded as a one of most talented and respected actress in these days. She had got a lot of Oscar awards, Grammy award, golden globe award, academy awards etc., and she is famous in Korea because of the movie "Devil wears Prada" which showed great box-office records in 2007. Merly Streep, devil wears prada, 2007.ABBA was a Hyperlink "http://en.wikipedia.org/wiki/Sweden" o "Sweden" Swedish Hyperlink "http://en.wikipedia.org/wiki/Pop_music" o "Pop music" pop music group active between 1972 and 1983. They topped the charts worldwide from the mid-1970s to the early 1980s. However, one of the outstanding features of ABBA's music is easiness. Because of this, critics treated it as a cheap music and disregarded it also. However, since late 90's, ABBA's music had revaluated by people as a good music and then, they earned popularity all over the world including Korea.The Source: Hyperlink "http://www.wikipedia.org/" http://www.wikipedia.org/, www.naver.comPositioning by image“People can feel freshness, delight, happiness, and liveliness by watching Mamma Mia which made at beautiful blue shore of Greece that is famous for good scenery, delight people”Positioning Map ( two most important attributes - heaviness, genres)There are many heavy, action movies, but less light, romantic movies during late August to October. Because of this reason, Mamma Mia can occupy a place in viewer’s mind relatively easy.From the marketing point of view, the reason of success of “Mamma Mia!”Considering place (one of the 4P), Mamma Mia released little earlier as a form of charged preview against official release date right before Chuseok. This is a kind of abnormal opening. However, due to this abnormal-early-opening strategy, Mamma Mia could use ‘by word of mouth’ strategy to attract viewers and to secure more screen relatively to competing movies during Chuseok holiday. As a result, they can get a lot of audiences during beginning part.Considering promotion (one of the 4p as well), (1) marketers of Mamma Mia used issue making strategy and it worked. They made people who were thirties to fifties recall old times by using ABBA on advertisement of Mamma Mia. Furthermore, (2) they provide future audiences continuous stimuli to trigger motivation to watch through web and mass media. These strategies also help marketers to get other audiences.–Left- web advertisement “Mamma Mia!” 23th.October. (Mamma Mia released at late August)Considering product(also 4p), they offer “karaoke version of Mamma Mia”that provide the words of song on the screen at some theaters so audience can sing a ABBA’s famous song “dancing queen” in the theater during watching movie. It satisfied customer a lot.Marketers use the trend of purchasing pattern by forties to fifties which called Maturialism. Old people (Wealthy Fifty, people born at baby-booming era) do not satisfy in existing market that controlled by usually young people and find something first hand to Persuit of Self-Satisfaction. This shows that combination between timing of releasing Mamma Mia and marketers strategies perfectly fitted to social trend. This is also good reason to success of Mamma Mia from the marketing point of view.Homework 2.The analysis of the movie “Mamma Mia!”Marketing PrinciplesProfessor: Shijin_YooIndustrial Engineering2004170515 Minsu_Kim

경영/경제| 2008.11.01| 3페이지| 1,500원| 조회(274)

마케팅, STP, 맘마미아, 영화 마케팅, mammamia

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jyp entertainment 의 environmental changes (고려대 경영, 마케팅원론 a+ report)

Marketing ManagementJYP Entertainment and important changes in its marketing environmentINTRODUCTION: JYP ENTERTANINMENT INTRODUCEWith 10 years of experience in contents planning & production, artist management, internet & mobile foreign business, and new talent discovery, JYPE is a professional entertainment company that is reaching for globalization and expansion within the entertainment industry. JYPE hopes to create a new paradigm in the production and sales of domestic and foreign contents with the assistance of exciting business partners such as: SK telecom, NC soft, AND and Samsung Electronics.*The source: www.jype.comMICRO ENVIRONMENT -CustomersFor several years, the Online music sales marketdigital music market hasve had a big troublebeen battling the never ending fight with with illegal downloads and P2Pp2p sites. However, according to theInternational Federation of Phonographic Industries (IFPI), said that gradually customers are gradually beginning to show a tendencyaccept y which entered into America music industries and got a continuous success from the Rain's success. American music experts started to show opinions that JYPE's music which mixed African American's music and Oriental's music can make a change in commonplace American music. Furthermore, In American music industries which based on the merit system, JYPE contracted with many famous US artists, because of that reason, people all over the world shows a lot of interest to Korean music. It is also seen as a good indication for JYPE.CompetitorsSM entertainment is one of JYPE’sthe biggest competitors of JYPE. SM entertainment recently announced their “3 Ssteps of a CT (Culture Technology)” strategy in order to take a goodstrengthen its position in the AaSian music market. They already had already achieved a high level of a big success through big-name artists such as ‘Bboa’ and ‘dDong-bang-sin-ki’. They are pioneer company which enter pioneered the export of Korean music into theto Japanese and he exclusive distribution channels run by large companies to help customer accessuse music contents more convenientlymore diverse and convenient way. These new international and domestic strategies will affect JYPE’s future strategies.CollaboratorsJYPE has a partnership with SK Ttelecom which is , the biggest company in mobile communication service fieldmobile service provider in Korea. Recently, SK Ttelecom acquiredbuy a a significant stake in ‘YB SeoulM서울음반,’ which is most biggesta leading record company in Korea, which may provide a competitive advantage for JYPE in distributing songs directly to customers. so JYPE might be get advantages to distribute their song to customer. In addition, SK Corp. operates SK corp. has a ‘Ccyworld,’ one of the famous for ‘mini-hompi’ most popular internet sites in koreaKorea as a subsidiary. It would be betterThis partnership will also be advantageous for JYPE to acquire good positionincrease its market share in online music marketindustry.MACRO ENVand 2006, the whole market size and sales were more declinedshrank even further. The stagnation of the record industry continued to result in the psychological contractiondecline of of release new album releases which is based on music industry. Because of that factDue to this trend, entertainment companies were got under a lot of pressure from to discovering new musicians, which that leads to decreased activity for existing musician also had a problem with lively activitys. These circumstances make made entertainment and record companies fall into skepticism. JYPE took these trends into consideration when they planned their businessis also affected by this, and based on this, they make strategy to get a profit.*The sSource: 2006 문화산업통계, 한국음악산업협회Revision of law of copyright law and reorganization of a sound source market (political environment)Copyright laws, which is have long been a long-time controversial problem in the music industry, were eventually revised. Main contents of the nnternet sites and companies which that use distribute a sound source should pay for the right of music sources. The New -Rrevision L-law brought many changes to the in music industry, and JYPE is also not an exception from that.Music management’s expansion: Riding on then by extent of the Korean Wwave (cultural environment)Korea’s mMain music management spread to all overf the Aasia market using by riding on the popularity of the Korean Wwave. Representative entertainer ‘Rrain’ from JYPE drew a million audiencein a crowd of over a million from Japan, Hong-Kong, China, Taiwan, and makebringing in 10 million us US dollars only forfrom just his public performances. Another representative musician, ‘Bboa,’ hasve maintained the top of the japan music charts in Japan forin 6years. These two musicians gained a foot hold in the overseas entertainment industry for other Korean musicians to make an entrance inroad into the Aasia market. This trend provide raised tremendous expectations for peoplet.

경영/경제| 2008.11.01| 3페이지| 1,500원| 조회(405)

MARKETING, 마케팅원론, jpy entertainment, 마케팅 환경, jype

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