浅析韩国流行音乐文化产业的品牌发展特征

浅析韩国流行音乐文化产业的品牌发展特征(6100字)
                    ——以Bigbang组合为例

摘    要

Bigbang以突出的音乐实力、个性时尚的音乐风格、令人惊叹的舞台表演魅力征服了国内外的歌迷，受到众多音乐人等的认可，被誉为开启了偶像组合的新纪元，引领着韩国乃至亚洲乐坛新潮流。Bigbang无疑是现在韩国最受欢迎组合之一，一直以优秀的音乐实力、个性突出的风格、令人眼前一亮的舞台魅力征服了国内外很多的歌迷，这原因和其成员自身的资质和努力是分不开的，但其公司对组合的品牌策略也是一个重要的因素。本文通过分析韩国组合Bigbang能引领韩国音乐、时尚潮流的成功品牌策略，包括其准确的Hip-hop品牌定位、出色的品牌设计，以及成功的品牌延伸——女子组合2NE1，来探讨韩国流行音乐文化产业的品牌发展特征。分析了中国流行音乐现有状态，探讨中国流行音乐发展与向韩国公司学习之处。

关键词：Bigbang   Hip-hop   品牌策略
 

Abstract

Bigbang with strong music ability, personality, fashion style, amazing stage charm conquered numerous fans at home and abroad, many musicians such as recognition, known as opening a new era of idol group, leading the South Korea and even the new trend of the Asian music scene. Now Bigbang is one of the most popular combination in South Korea, they have been excellent music capabilities,strong personality style,amazing stage charisma conquered millions of fans,it’s not only its members own aptitude and hard work,but the company’s brandstrategy of combination is also an important factor. This paper analyzes the successful Bigbang combination on the brand that lead the Korean pop music and fashion,including Hip-hop accurate brand positioning,excellent brand design. and successful brand extension 2NE1 combination,to explore characteristics of Korean pop music culture industry brand development,and to explore the Chinese music brand development can learn where to Korean Entertainment.

Key words: Bigbang  Hip-hop  brand strategy 

目    录

引言    1
一、Bigbang的品牌定位    1
二、Bigbang的盈利模式    1
三、Bigbang的品牌效应    2
（一）聚合效应和磁场效应    2
（二）衍生效应和宣传效应    2
四、Bigbang品牌发展带给中国流行音乐文化产业的借鉴之处    3
（一）中国流行音乐发展现状    3
（二）中国娱乐公司可以学习韩国方法之处    4
结论    7
参考文献    8