STRATEGI BISNIS PERUSAHAAN HIBURAN SEBAGAI INSTRUMEN DIPLOMASI (STUDI PADA PERUSAHAAN SM ENTERTAINMENT DI KOREA SELATAN)
| Main Author: | Kusuma, Safira Dwitasari |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/55083/1/PENDAHULUAN.pdf.pdf http://eprints.umm.ac.id/55083/7/Lampiran.pdf.pdf http://eprints.umm.ac.id/55083/8/bab%201.pdf http://eprints.umm.ac.id/55083/9/bab%202.pdf http://eprints.umm.ac.id/55083/10/bab%203.pdf http://eprints.umm.ac.id/55083/11/bab%204.pdf http://eprints.umm.ac.id/55083/12/bab%205.pdf http://eprints.umm.ac.id/55083/ |
Daftar Isi:
- South Korea is a country that has successfully carried out public diplomacy using Hallyu as the instrument. The success of Hallyu didn’t come by itself, but there was a role of the entertainment company behind it. The catalyst for Hallyu's success was Lee Sooman, founder of the first and largest entertainment company in Korea, SM Entertainment (SME). To become a leading company, SME created a visionary business strategy model which was later adopted by other entertainment companies in Korea. Based on this research, the author examines how public diplomacy goes through the SME business strategy that shapes Hallyu's popularity on a global scale. This research uses the concept of public diplomacy and Marketing Mix Strategy. Researcher uses descriptive method with literature study data collection techniques to explain that Hallyu as a public diplomacy instrument can run well because of the SME strategy to provide new understanding of South Korea through entertainment content. The success of Hallyu went through a long process to its highest point and finally had a good impact on the country's financial terms through increasing number of foreign tourists, and exports of cultural content.