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娱乐文化已成为当今时代的一个主题,韩国娱乐文化产业的发展引起全球的关注,同时韩国SM娱乐公司的出现也掀起了娱乐文化的风波,它是怎样进行品牌塑造的?它为何能在韩流娱乐界占领半壁江山?本文基于对品牌塑造和娱乐文化的理解,以韩国SM娱乐公司为例,分析品牌战略,韩国SM娱乐公司是利用公司、艺人和粉丝三者之间循环关系。塑造了丰富的品牌形象,满足了粉丝的多方面需求,提高了品牌竞争力。并利用这些品牌优势成功进行了品牌塑造并将其打造成娱乐界的“博物馆”。
Entertainment culture has become a theme of today’s era. The development of the entertainment industry in South Korea has drawn global attention. Meanwhile, the emergence of SM Entertainment in Korea has also triggered the storm of entertainment culture. How can it be brand-building? Entertainment occupies half of the country? This article is based on the understanding of brand building and entertainment culture, taking SM Entertainment in South Korea as an example to analyze the brand strategy. SM Entertainment in South Korea utilizes the circular relationship among the companies, artists and fans. Shaping a rich brand image to meet the many needs of fans and improve the brand competitiveness. And use these brand advantages successfully branding and make it into the entertainment industry “Museum ”.