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數位時代的創新行銷策略 – HYBE企業個案

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AbstractInnovative marketing strategies in the digital age– A case study of HYBE CorporationByZsófia OttóffyFor years now, the global music industry suffers from slow growth and insecure revenue sources, which became even more apparent during the COVID-19 pandemic. However, the South Korean music l

abel HYBE Corporation showed remarkable growth in recent years, growing from a small national label to a global competitor listed on the Korean stock market. This thesis analyses the marketing strategies of HYBE that made this outstanding success possible.A case study approach was adopted to study t

he marketing strategies of HYBE. The sources of information were secondary data and ten personal interviews conducted with HYBE artists' fans. The analysis showed that HYBE's success could be attributed to three aligning strategies. Firstly, the company showed a novel approach to engaging with fans

on social media through artist-to-fan direct communication amplified by company-produced content. Secondly, it adopted a new diversification strategy that includes content from the broader entertainment industry. Finally, HYBE ventured into technological innovation and built a one-stop solution plat

form for fan engagement and management.HYBE is currently at the beginning of its global journey, but it is already clear that it will not stay within the boundaries of the music industry. Whether they can build a long-lasting market power will primarily depend on the success of their platforms and s

econdary if they can repeat their customer data-based artist-branding under new circumstances.