• Journal of Korea Entertainment Industry Association
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• v.14 no.3
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• pp.1-13
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• 2020

Tencent is an internet-based entertainment platform corporation using technology to enrich the lives of Tencent platform users and assist the contents expansion. Since 2000, Tencent have developed a great growth and innovation in entertainment contents domain. Tencent have become the market leading innovator due to the imitative innovation and M&A. The present study designed case study analyses to investigate the mechanism with regard to the growth strategy of Tencent corporation. Tencent began with imitative internet-based game and social messaging services but then added its own wechat messenger platform, now being extended to other products or services. This imitative innovation strategy enabled Tencent corporation to grow rapidly, to achieve outstanding growth. In addition, Tencent's M&A investment drive is underpinned by a vision of top management team and flexible organizational culture, from building out the Tencent's entertainment platform, game, finance, e-commerce, to global market expansion. While our results shed light on the implications to understanding Tencent's growth, there are limitations of the current study that should be considered when designing next research.

• Proceedings of the Korean Society of Computer Information Conference
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• 2016.01a
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• pp.155-156
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• 2016

한국의 대학은 높은 교육열, 자녀 수 감소, 일자리 창출 미흡, 전공.직업 불일치율 50%(OECD 2015 보고서)등 교육 수요자의 기대와 기업이 선호하는 인재양성을 해야 하는 대학교육의 위기이다. 이 위기에 IoT, 클라우드(Cloud), 빅데이터(Big data), 모바일(Mobile) 기술을 원활하게 지원하기 위한 소프트웨어(SW)가 필수적이다. 'SW 경쟁력 없이는 기업의 미래가 없다', 'SW 인재가 세상을 바꾼다'등 SW의 중요성과 비전이다. 미국의 구글, 애플, 페이스북, 트위터와 중국의 바이두, 알리바바, 텐센트 등도 SW를 바탕으로 전 세계로 뻗어가고 있다. 지금이 SW 강국으로 가는 마지막 기회로, SW 중심사회 실현을 위한 인재양성 확대가 시급하다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2017.10a
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• pp.194-196
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• 2017

is a MOBA game developed by 2015 at the Tentent's Tianmei Studios. The operation of the game was very successful, ranking first in the global mobile gaming revenue list in May 2017. However, most of the discussion about this game are the moral critique of game addiction. In fact, a game's success is closely related to the Marketing strategy beyond the contents of the game. This research using a neutral point of view to see the communication modes of during the early, development and outbreak period, analyze the integrated marketing communication strategy (IMC) through the method of case study, and concluded that the key to the success of IMC is the flexible use of various communication methods to achieve a three-dimensional offensive according to the famous Synergy Theory. It is also hoped that this article will be helpful for practitioners to realize the importance of Publicity and promotion of other game products.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.37-46
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• 2019

The PRODUCE 101 (Chinese version《创造101》) program is an "Idol Nurture" reality show bought by China's Tencent Video from the copyright of the Korean PRODUCE 101 program. The program's "Idol Nurture" pattern is concentrated in the four aspects of the "Semi-finished" training objects, the complementary nurturing goals, the key points of storytelling, and the extreme empowerment of training subjects. The "Idol Nurture" process is fully presented through the programming of the training processes inside entertainment companies, and the foregrounding of the back stages of the recording, trainees and entertainment companies. The "Idol Nurture" pattern of the program has attracted great attention and has been applauded by many because it better satisfies audiences' diversion utility, personal relation utility, and personal identity utility. This pattern of "Idol Nurture" program can provide insightful reference and valuable experience to the development of other reality talent shows.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.15-26
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• 2020

Many companies are increasing the use of characters to enhance brand image and brand value. The use of characters in the certain industry is active, however, the research on characters in academia is insufficient. The purpose of this study is to investigate how characteristics of characters affect on consumer's brand attitude and to suggest the guideline companies to concern on brand characters, in especial on designing or licensing them. The results showed that all characteristics of character positively influenced on brand attitude. Among nine characteristics of the character, trust was the most impact and nostalgia was the least impact on brand attitude, respectively. Perceived quality was mediated on in relations between the brand character and brand attitude. In indirect effect, familiarity was the most impact on brand attitude. In sum, we suggested that trust and familiarity of the character are the most weighted characteristics on brand character design strategy.

• Journal of Korea Entertainment Industry Association
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• v.14 no.3
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• pp.191-200
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• 2020

Companies are seeking to maximize profits through exports and imports in the ultra-fast, ultra-high-speed modern society. It is only possible to sustain its survival if it targets the global market, not based on any specific region. The K-POP group is also targeting overseas markets in a manner similar to the various global strategies used when companies make inroads into foreign markets, including exports, contracts and direct investment. The K-POP group is engaged in various forms of activities, ranging from simple forms of performance (export) that are visited and staged by an invitation from a certain foreign country to series performances (license) by an invitation from a local promoter and tour performances using its capabilities. The K-POP group is seeking to go beyond the art of single-stage performances and make a systematic plan and make inroads into foreign countries in the form of direct investment suitable for each foreign country. The K-POP group made inroads into overseas markets in the form of simple performances from the late 1990s to 2005, when 'Korean Wave' was first introduced. Group H.O.T., etc. are typical examples. Since then, it has sought to enter overseas markets in the form of franchises by accepting overseas members by 2018, starting with Super Junior in 2005. Since then, the K-POP group in the form of joint investment attempted as group IZ*ONE in 2018 appeared, and a voice story came out in September 2018 when South Korea's JYP Entertainment and Tencent of China joined forces. Unlike K-POP Group, which has entered foreign markets with a global strategy based on the existing export method (H.O.T.), 'Boystory' is a representative group that is made with joint investment, which is a direct investment method. In February 2020, RBW released 'D1Verse,' a five-member group selected by Vietnam's reality show, as a joint investment-type group. This shows the possibility that domestic and foreign companies will release a group in the form of joint investment in order to pursue both globalization and localization.