Marketing Strategies Used By the Korean Film Industry to Promote Its Movies in China (2012)

Korean Film Industry Marketing Strategies Dissertation – The Korean film industry has seen a great rise in the past few years and is known to have potential to become the second largest film industry following Hollywood. The industry has been highlighted in the news with the specific mention of the South Korean acclaim. The Korean Wave hit China the hardest as the countries already had somewhat similar cultures and the Korean movies were a big hit with the Chinese audience.

The Chinese audiences in mainland China have been willing to accept changes in culture as they adapt to the culture that Korean movies and soaps depict. Given that the film industry is one of the major influences on the people all around the world, it is intriguing to study the type of impact and the extent of impact that the film industry in Korea has had on the Chinese audiences.

The Korean film industry influencing the Chinese audiences is important for both the Korean film industry so that they can understand the tactics which seem to be working out success for them. The Chinese film industry is another stakeholder here as they too need to identify what needs the Korean film industry is fulfilling for the Chinese audiences so that they too can lure their own audiences back in. Another important stakeholder is the state itself.

The state needs to understand why the citizens have adopted the culture depicted in the Korean film industry and also gain an in-depth understanding of the issues that such influences can create in a nation. The objectives of this research are to analyse the marketing channels used by the Korean film industry to capture the Chinese markets; to analyse the impact the Korean movies and soaps have on the cultural values and traditions in mainland China; to identify the extent to which the Chinese audiences have adopted the culture as depicted in the Korean movies and soaps and; to understand why the Chinese audiences have preferred to adapt to the culture as depicted in the Korean movies and soaps.

The study applies the realist philosophy and conducts the research using the explanatory research, since the study seeks to test the association between Korean and Chinese cultures and history and how they impact the marketing effectiveness of the Korean film industry in the Chinese market. Using a sample of 100 respondents a survey was conducted using a mono-method questionnaire. The results were analysed using descriptive statistics and presented in the form of pie charts and bar charts. The objectives of this research are as follows:

• To analyse the marketing channels used by the Korean film industry to capture the Chinese markets;
• To analyse the impact the Korean movies and soaps have on the cultural values and traditions in mainland China;
• To identify the extent to which the Chinese audiences have adopted the culture as depicted in the Korean movies and soaps and;
• To understand why the Chinese audiences have preferred to adapt to the culture as depicted in the Korean movies and soaps

• 15,000 words – 58 pages in length
• Excellent use of literature
• Good analysis
• Well written throughout
• Includes questionnaire
• Ideal for media, marketing and communications students

1. Introduction
The Korean film industry and its effects on Chinese audiences
Statement of Problem
Significance of the Study
Research Aim
Research Objectives
Research Questions
Hypotheses
Research Outline

2. Literature Review
The Korean Wave
The Initiation of Korean Wave
The Korean Wave in China
Reason for the Popularity of Korean Entertainment in China
Marketing Strategies Used- Korean Wave
Advantages of Korean Wave for Korea
Image Building
Relationship with other Countries
Economic Prosperity

3. Research Methodology
Objectives of the study
Research Philosophy
Positivism
Anti-positivism
Realism
Research Method
Quantitative Research Method
Qualitative Research Method
Type of Research
Exploratory
Descriptive
Sample
Sample size
Sampling technique
Instrument of data collection
Method of data analysis
Limitations
Ethical concerns
Time Line

4. Findings and Analysis
Presentation and Discussion of Results
Summary of Results

5. Conclusion
Discussion
Recommendations
Reflection

References

Appendix Section

Questionnaire