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Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P

  • Industry Promotion Research
  • Abbr : IPR
  • 2021, 6(4), pp.11-21
  • DOI : 10.21186/IPR.2021.6.4.011
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : October 15, 2021
  • Accepted : October 28, 2021
  • Published : October 31, 2021

Kim JeongYeon 1 parksanghyeon 2

1충북대학교
2우송대학교

Candidate

ABSTRACT

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.

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