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Journal Central

@article{ART002774777},
author={Kim JeongYeon and parksanghyeon},
title={Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P},
journal={Industry Promotion Research},
issn={2466-1139},
year={2021},
volume={6},
number={4},
pages={11-21},
doi={10.21186/IPR.2021.6.4.011}

TY - JOUR
AU - Kim JeongYeon
AU - parksanghyeon
TI - Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P
JO - Industry Promotion Research
PY - 2021
VL - 6
IS - 4
PB - Industrial Promotion Institute
SP - 11
EP - 21
SN - 2466-1139
AB - This study tried to analyze the factors of corporate growth potential of CJ E&M, a representative company in the content industry. First, in order to analyze CJ E&M's growth Engine, Michael Porter's diamond model was used to review key factors, and then, based on the 4P model, directions for future corporate growth were suggested. As a Result, Factors behind corporate growth included "Media content of various genres" and "recruitment of star-class human resources", in terms of Production Conditions, and "Gratification Chinese market demand" in terms of Demand Conditions. In addition, "Korean wave industry aiming at K-Culture" in terms of Related Industry and "Two track strategy: global·glocal strategy" and "Media commerce strategy" in terms of business environment: strategy, structure, and competition was able to analyze. For the direction of development, there are "various products through collaboration of affiliated companies" in terms of Product and "TVING Benchmarked Netflix" in terms of Price. In addition, "global expansion through OTT platform TVING" in terms of place and "challenge marketing utilizing the Tiktok platform" in terms of promotion must be carried out.
KW - Content industry;Growth potential;Diamond model;4P;CJ E&M
DO - 10.21186/IPR.2021.6.4.011
ER -

Kim JeongYeon and parksanghyeon. (2021). Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P. Industry Promotion Research, 6(4), 11-21.

Kim JeongYeon and parksanghyeon. 2021, "Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P", Industry Promotion Research, vol.6, no.4 pp.11-21. Available from: doi:10.21186/IPR.2021.6.4.011

Kim JeongYeon, parksanghyeon "Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P" Industry Promotion Research 6.4 pp.11-21 (2021) : 11.

Kim JeongYeon, parksanghyeon. Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P. 2021; 6(4), 11-21. Available from: doi:10.21186/IPR.2021.6.4.011

Kim JeongYeon and parksanghyeon. "Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P" Industry Promotion Research 6, no.4 (2021) : 11-21.doi: 10.21186/IPR.2021.6.4.011

Kim JeongYeon; parksanghyeon. Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P. Industry Promotion Research, 6(4), 11-21. doi: 10.21186/IPR.2021.6.4.011

Kim JeongYeon; parksanghyeon. Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P. Industry Promotion Research. 2021; 6(4) 11-21. doi: 10.21186/IPR.2021.6.4.011

Kim JeongYeon, parksanghyeon. Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P. 2021; 6(4), 11-21. Available from: doi:10.21186/IPR.2021.6.4.011

Kim JeongYeon and parksanghyeon. "Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P" Industry Promotion Research 6, no.4 (2021) : 11-21.doi: 10.21186/IPR.2021.6.4.011