韓國演藝經紀公司之個案分析–以S.M. Entertainment為例

Abstract

韓國演藝經濟產業自90年代開始發展，承襲了韓國本身的傳統音樂以及日本的演歌系統，後來引進了美國流行音樂的唱跳制度和傑尼斯偶像培訓制度，進而將K-pop從韓國開始傳播至日本和亞洲各地，甚至利用了網際網路和社群媒體平台紅遍全球，經過數十年的發展，韓國的演藝經紀公司使得韓國的流行音樂排名從全球三十名以外上升至全球第八，亞洲第二，僅次於日本，2014年總營收達兩億六千萬美元。 本文以個案研究法探究SM Entertainment之歷史發展歷程，界定其擁有之能力與資源，另外分析其相關的策略活動，並輔以五力分析和BCG矩陣來探究其多角化以及國際化佈局。

The music industry in South Korea started to develop its economic scale since the beginning of the 1990s. Inherited from South Korea's own traditional music and the Japanese system, and later introduced to the American pop music and Japanese idol training system, the K-pop began to spread to Japan and Asia. Furthermore, with the use of the Internet and social media platforms, K-pop and Korean talent agencies made its music industry ranking no. 8, second in Asia, right next to Japan. The total revenue of Korea’s music industry in 2014 reached 260 million US dollars. This thesis paper explores the historical development of SM Entertainment by case study, defines its ability and resources, and analyzes its related strategic activities, supplemented by five force analysis and BCG matrix to explore its diversification and internationalization.