First, determine the target consumers. This process includes three steps: market segmentation, target market selection and market positioning. Market segmentation is the process of dividing the market into different buyer groups with different needs, characteristics and behaviors, and these groups need different products or marketing combinations. After segmentation, the company will choose the target market. When the market is selected, the company must also decide what position it wants to achieve in these target markets. Market positioning refers to the arrangement that makes products occupy a clear, special and ideal position in the eyes of target consumers relative to competitive products. In this regard, Korean entertainment companies have done a very good job. S.M. Company will make a detailed plan before introducing each new person. For example, for Bao Er's debut, the company intends to let her enter the overseas market, first gain a foothold in the Korean domestic market, and then attack the Japanese market on a large scale. At present, it seems that remarkable results have been achieved. Next, Bao Er will enter the China market, which can be seen from the time she started to make Chinese songs. On the other hand, since the dissolution of HOT, An Qixuan has been focusing on the China market. Because HOT had gained considerable popularity in China before, An Qixuan entered the China market very smoothly, and held a solo concert in China this year. When the company has selected the target market and positioned the market, it will increase or improve the artist's ability in a certain aspect through various means such as training to adapt to this positioning. Like learning a language.
China is basically vacant in this step, and most entertainment companies have not made detailed plans, mostly following their feelings. Therefore, the blindness of its packaging artists is greater, which increases the risk of investment failure.
Second, design the marketing mix. A set of controllable tactical marketing methods used to create the expected response in the target market. The classical theory puts forward four variables, namely 4P theory: product, pricing, distribution and promotion.
Let's talk about products first. Entertainment products are as special as TV and other media products. Firstly, artists are products of entertainment companies, and secondly, artists' records are also products of the company. And the sales of records depend on the artists themselves. Therefore, artists are the first important product. First of all, quality comes first, and this problem can be solved well through strict training. The best example is that in various entertainment programs in Korea, artists can improvise or improvise. Its level can be seen. Secondly, for this product, the company needs to design different routes for packaging. According to the target market mentioned above, design the route of each artist according to the market positioning, and highlight the characteristics to distinguish it from other products. So many adjectives have become synonymous with artists. For example, sexy is synonymous with Lee Hyo Ri. Because of her success, many female artists are now taking the sexy route, and most of them are decided by the company. A few years ago, cuteness was synonymous with Dana under S.M., because Dana was only 15 years old when she debuted, but this strategy did not achieve great success. Therefore, S.M. Company immediately changed its strategy and included Dana in the women's quartet "The Grace band" launched last year, which also set a precedent for her to be an independent singer when she debuted and then join the group. Judging from the current achievements, this strategy of S.M. Company is correct. After designing the route, it is necessary to dress up its appearance carefully. If you are an idol singer, you have a high demand for appearance. For example, boys with a height of less than 180 cm are not allowed to talk about it, and girls with not too hard figure, stiff nose, not big eyes and not good facial contour are not considered. And those singers who debut, in order to make themselves more perfect, constantly cut their faces. Of course, it doesn't mean that there are no super singers in Korea. YGfamily Entertainment has many such powerful singers, and they are also very good in the local market, but they have not done much in overseas markets. Besides looks, Han Xing's clothes and hairstyle are also elegant. The company spends a lot of money to package them, and there are special clothing consultants. For seniors who have debuted for a long time, they all have their own beauty salons, which are responsible for beauty and hairstyle. Therefore, Han Xing often leads the fashion trend, and is the object of teenagers' imitation. Attention to this aspect has also increased the popularity of artists. In China's "Korean Wave", clothes and hairstyles account for a large proportion.
For the second product record. Packaging lies in the arrangement, the cover poster of the record, the attached content and so on. In order to further explore potential products, SM releases a series every winter and summer. In the collection, the title songs and MVs sung by all artists in the company have become the most anticipated music works for fans during the winter and summer vacations. In the MV, the artists had fun and showed a happy "SM family portrait".
Pricing. Or divided into two parts. The first is the artist. This is fully reflected in the artist's worth, which is the price when signing the company. The average artist's worth depends on his popularity in the market, but this popularity is afterwards, so the company occupies a favorable position when signing the contract, so most of them are not equal. In order to prevent artists from jumping ship after becoming popular, SM Company has always clearly stipulated when signing contracts with their actors that if the actors violate the contracts, they must pay liquidated damages and compensation, which has been generally accepted by Korean entertainment circles. Other companies also adopt this regulation or similar regulations. However, the amount of liquidated damages and compensation of SM Company is huge. Even 3-5 times higher than the usual regulations. Therefore, it has brought great pressure to the actors, and it is almost impossible to change jobs during the signing period. The second is the record. Records are ordinary commodities, so their pricing is carried out in a general way. As for the revenue share of records, it is worth mentioning that an ordinary Korean singer can get 100 won for selling a record, but the combination needs to be divided equally. Therefore, when HOT sold a record, everyone only got 20 won (RMB 0. 16 yuan), and then reduced it to the official royalty tax, leaving only 7 won (RMB 50 cents). It can be seen that it is not easy for Korean artists to make money, and they are also "exploited" by the company. Of course, the company's previous investment is also huge.
Distribution. This is mainly aimed at the output of artists. For example, how to sell records, how to distribute goods, and how to make channels online. Buy goods in major record stores, and according to the rebate, let this store put the records in a conspicuous position and put up posters. Generally speaking, for a big company like S.M., it has formed its own record sales channel and regularly supplies it. With the vigorous development of the network, network mp3 download has also become a new profit growth point, so the network has become a new channel and a new battlefield for major record companies. S.M. also realized that in 2002, it co-founded ——FANDANGO KOREA, an online entertainment company, with Japan's FANDANGO JAPAN, Gibbon Group and AVEX*** to seize the initiative of online competition.
Promotion. For the company, it is necessary not only to create fine products, but also to tell customers the advantages of products and seriously establish the image of the brand in the eyes of customers. To do this, we must skillfully use advertising, promotion and public relations. This is our traditional propaganda.
Mode 1: Advertising. Participate in various programs of South Korean radio and TV stations (mainly KBS, MBC and SBS) to increase exposure. The main way for artists to become popular is to be exposed in the entertainment media, including entering the charts. The list controlled by TV stations provides a visible yardstick to measure whether the combination is popular or not. And more TV, new songs can be on these lists. Some people think that these lists are conducive to the CD sales of singers who often appear on TV, and fan voting is only a minority in South Korea. All this shows that being on TV is more important than doing anything else. Most importantly, it can appear in more than 20 TV programs of South Korea's three major TV companies MBC, KBS and SBS, and sometimes it only broadcasts the singer's MTV on several major TV stations. There are mainly two kinds of programs here. The first is the folk program. The survey results show that singers belonging to top planning companies such as S.M Entertainment, YG, I-STAR, International Music, IVY Music SIDUS, etc. 10 appear in ballad programs such as KBS Music Bank, SBS Popular Ballads and MBC Music Camp, accounting for more than 40% of all singers. Among them, singers belonging to S.M. Company have the most appearances. Followed by entertainment programs. At present, the more famous ones are Love Letter, X-Men, Happy Together, Night Heart, Ten Thousand Yuan Happiness, Female Hero, MBC TV Sitcom, Non-stop SBS reverse drama and so on. Stars participating in TV entertainment programs can achieve a win-win situation. On the one hand, artists enhance their popularity and promote records through programs. South Korea's entertainment programs are quite mature, and the stars are quite cooperative. The natural state allows the public to further understand the personality, character and specialty of the star. It is because I watched Korean entertainment programs that I got to know Korean singers and became interested in them. On the other hand, TV stations improve ratings through the popularity of artists. Because the stars appear, fans have to watch every issue, so they can lock the audience in this way. The most fundamental reason why TV stations can cooperate with artists in such a comprehensive way is that they all have marketing ideas and understand that audiences or fans are the foundation of their survival now. Therefore, whether in the program setting or the cooperation of stars, we attach great importance to the consideration from the perspective of the audience. Through cooperation, both sides can achieve their respective goals. Of course, driven by the interests of both sides, bribery is inevitable. Because bribing TV and radio programs with high ratings or high listening rate can give those unknown geniuses more opportunities to grow into superstars. In fact, with the intensification of competition, basically only one of the 20 newcomers can succeed in the upper position. In order to keep the investment from being wasted, it has become necessary for the company to spend money on exposure. While paying bribes, big entertainment companies are gradually controlling radio programs. After the dissolution of HOT, S.M. banned the other three contestants and warned TV stations and other media that if JTL was allowed to appear, our singer would never come to the relevant TV stations. In addition to traditional media, more and more people are beginning to pay attention to new media. Entertainment companies have increased the publicity of artists on the Internet. Almost every star has his own personal homepage, which contains not only the latest official news, but also the artist's own messages, which can interact with you through the internet. In addition, some new songs should be put online to further expand the scope of publicity.
Mode 2: Promotion. On-site signing is a particularly good example. Being able to get close to the stars and get their autographs is tantamount to a 50% discount for fans, and its temptation is very great. In addition, it is also a common way to promote artists' photos on records. Elaborate limited edition records are also a great temptation for loyal fans. Often in the limited edition, there are things that have never been released or are relatively private to satisfy the desire of fans.
Mode 3: Open * * * relationship. We can achieve our goals through public welfare activities and special events, but the most important thing is to make good use of news. The first two are easier to understand. Generally speaking, when the new album is released, there will be an album release conference, a fan meeting at the end of the year, a small birthday party on the birthday, and sometimes fans will attend. Through some charity performances or donations, you can establish a good image and leave a good reputation. At present, these two forms of public relations have not been well developed in China. The fan meeting is very casual, and it is entirely up to the artist to be brave. Obviously didn't realize their importance. The most powerful tool in public relations is news. We should not only make good use of existing news, but also make news when necessary. This does not mean fabricating news, but attracting attention through actions, so as to achieve the purpose of creating news. Like gossip, hype something. At this point, we must attach great importance to the network, because the update speed of network news is the fastest, and many news are the first to burst out on the network.
Mode 4: Participate in the selection of various awards. This method is a unique way to promote sales in this industry. First of all, the authoritative award is a full affirmation of the singer's strength. Through these items, you can increase the attention of the audience and ensure your popularity. Entertainment companies also attach great importance to this, and there are many shady ones. In 2002, almost everyone knew that the myth was going to win the grand prize again, even Bao Er knew it. But SM told M'net and Seoul Prize that day: Don't award this prize to Myth, but to Bao Er, which has developed overseas, lest Bao Er's popularity decline, so the final winner became Bao Er.
Compared with the complicated and diverse commercial promotion in Han Xing, our local stars are much more relaxed. On the one hand, there are not so many well-made entertainment programs in domestic media, on the other hand, entertainment companies are not aware of the importance of such entertainment programs. I often see stars wrapped in gauze in Korean entertainment programs, which also shows that Han Xing is often urged by one announcement after another and doesn't even have a chance to breathe. It is this comprehensive publicity and their unremitting efforts that have made them what they are today.