A Study on Integrated Marketing Strategies of Entertainment Companies in the Context of Globalization: A Case Analysis of SM Entertainment

Abstract

In recent years, the convergence of pop culture, digital platforms, and global consumer trends has amplified the economic and cultural impact of entertainment companies. Especially in Asia, fan-based consumption models have reshaped how brands interact with audiences. This study focuses on the brand expansion and value of fan economies using marketing strategies in the entertainment industry. As a case of South Korea’s SM Entertainment, this research focuses on brand positioning, product strategy, communication channel, and digital content operation’s key efforts of the company. Using the STP (Segmentation, Targeting, Positioning) model and the 4Ps (Product, Price, Place, Promotion) of the marketing mix, the present study demonstrates how SM Entertainment has emerged as a successful global company that transcends regional and cultural borders. Using a comparative case study method, the paper examines strategic choices that the entertainment companies under consideration make in pursuit of higher levels of global market access. The implications are applicable for Chinese entertainment companies looking to internationalize, indicating the need to pair localized strategies with global platforms in the digital era. In summary, this study provides a richer insight into how entertainment brands might exploit marketing theory in order to win in a post-globalized and digitalized world.