Exploring Marketing Strategies in the Idol Industry: The Case of NCT127 Idol Groups

Yutian Zhang

2025

Abstract

With globalisation and the popularity of mobile internet, the Korean idol industry has made remarkable achievements in the field of global idol industry. However, the competition in the global entertainment market is fierce and the problem of product homogenisation is emerging. In order to cope with this problem and assist in the development of China's idol industry, this paper focuses on the management and communication of cultural industry. Focusing on the intersection of cultural industry management and communication studies, this paper conducts an in-depth analysis of the fan base of NCT127, a male idol group under the South Korean company SM, through the research method of interviews, and encodes the content of the interviews to collect and analyse their views and experiences of NCT127's marketing strategy. Through the effective information they fed back, the strengths and weaknesses of NCT127's marketing strategy and the areas that can be improved are countered to provide an indicative contribution to the healthy and long-term development of the idol industry.

Paper Citation

in Harvard Style

Zhang Y. (2025). Exploring Marketing Strategies in the Idol Industry: The Case of NCT127 Idol Groups. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 501-506. DOI: 10.5220/0014137100004942

in Bibtex Style

@conference{apmm25,
author={Yutian Zhang},
title={Exploring Marketing Strategies in the Idol Industry: The Case of NCT127 Idol Groups},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={501-506},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014137100004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Exploring Marketing Strategies in the Idol Industry: The Case of NCT127 Idol Groups
SN - 978-989-758-791-7
AU - Zhang Y.
PY - 2025
SP - 501
EP - 506
DO - 10.5220/0014137100004942
PB - SciTePress