Pendekatan Customer Relationship Management (CRM) Big Hit Entertainment pada Global Fandom
Abstract
Market research is important in business, furthermore, market research is considered a way of creating effective strategies and as a basis for consideration in marketing decision making. One of the goals in market research is always oriented towards creating relationships between corporate with customers or known as Customer Relationship Management (CRM). The CRM approach combines the policies, processes, and strategies that the company uses to interact with customers and also to track customer information. Related business, South Korea has become an influential country in the world because of the K-pop music business. Big Hit Entertainment which is the smallest agency in Korea has spawned the most phenomenal idol group idols are BTS to penetrate the international market especially the United States. Big Hit Entertainment is always consistent with various market research approaches CRM in particular. This paper will discuss how Big Hit Entertainment performs various Customer Relationship Management (CRM) strategies in increasing ARMY loyalty as a BTS fan and elaborating communication global marketing. The author will explain the conceptual approach related to CRM and its relationship to market research. Furthermore, the discussion will be classified in several sub-discussion. First, it will describe BTS as a product of Big Hit Entertainment's business. Second, discuss the market research approach of Big Hit Entertainment. Third, customer research through Membership Survey of BTS. Fourth, form of Big Hit Entertainment CRM approach. Fifth offers CRM development in Big Hit market review in the future.
Downloads
References
Army, B. (2018, Juni 2). BigHit Entertainment Membership Survey. Diambil kembali dari https://aminoapps.com/: https://aminoapps.com/c/baia/page/blog/edit-bighit-entertainment-membership-survey/V0Kv_zgnS7u37o0Nne171veNEMlqwDreg46
Barnes, G. (2000). Secrets of Customer Relationship Management It's All About how you make them feel. New York: McGraw-Hill.
Cahaya, P. (2018, Maret 29). Masuk Daftar Forbes, Ini Lho Jumlah Kekayaan BTS dan Big Hit! Diambil kembali dari https://www.idntimes.com/: https://www.idntimes.com/business/economy/putriana-cahya/masuk-daftar-forbes-ini-jumlah-kekayaan-bts-dan-big-hit-1/full
Calder, B. J., & Mathouse, E. C. (2005). "Relationship Branding and CRM" In Alice Tybout and Tim Calkins. Kellogg and Branding, 150-168.
Chan, S. M., Cho, M., & Lee, S. (2013). User Perceptions of Social Media: A Comparative Study of Perceived Characteristics. Journal of Communication and Media Technologies, Volume 3 issue 4, 149-178.
Chandler, J. (2013). Seven pillars of wisdom The idea of qualitative market research. International Journal of Market Research, Vol. 55(Issue 5), 627-650
Cirisano, T. (2018, Mei 20). BTS Wins Top Social Artist Award at the 2018 Billboard Music Awards. Diambil kembali dari ttps://www.billboard.com/: https://www.billboard.com/articles/news/bbma/8456936/bts-wins-top-social-artist-2018-billboard-music-awards
Fill, C. (2009). Marketing Communication, Context, Contents, Strategies and Application. England: Prectice Hall Pearson Education Limited.
Garcia, B., & Gutierrez, A. (2012). Drivers of Customer likelihood to join grocery retail loyality programs: An Analysis of reward programs and loyality cards. Journal of Retailing and Consumer Services, 492-500. diakses 4 Juni 2018
Hague, P., & Jackson, P. (1992). Riset Pemasaran dalam Praktik. Jakarta: IKAPI
Indradi, G. (2018, Maret 11). K-Pop: Cara Kreatif Korea Selatan Membangun Industri Kreatif. Diambil kembali dari https://kumparan.com/: https://kumparan.com/gerry-indradi/k-pop-cara-kreatif-korea-selatan-membangun-industri-kreatif
Juniman, P. T. (2017, November 9). Usai Ellen DeGeneres, BTS Diundang Jadi Tamu Jimmy Kimmel. Diambil kembali dari https://www.cnnindonesia.com/: https://www.cnnindonesia.com/hiburan/20171109082658-227-254489/usai-ellen-degeneres-bts-diundang-jadi-tamu-jimmy-kimmel
Kotler, P., & Keller, K. L. (2012). Marketing Management 14th Edition. New Jersey: Prentice Hall.
K-Pop, K. (2017, Desember 13). Mengenal 3 Agensi Hiburan Terbesar di Korea Selatan. Diambil kembali dari https://kumparan.com/: https://kumparan.com/@kumparank-pop/mengenal-3-agensi-hiburan-terbesar-di-korea-selatan
Lindgreen, A., Antioco, M., & Wetzels, M. (2004). Bla-bla-bla: video chat service on the Internet a market feasibility study. Qualitative Market Research: An International Journal, 20-33.
PopAsia, S. (2017, Oktober 3). Big Hit are conducting a BTS fan survey and they need your help, ARMYs! Diambil kembali dari https://www.sbs.com.au/: https://www.sbs.com.au/popasia/blog/2017/10/03/big-hit-are-conducting-bts-fan-survey-and-they-need-your-help-armys
Priherdityo, E. (2017, April 29). Tujuh Hal yang Harus Diketahui soal BTS. Diambil kembali dari https://www.cnnindonesia.com/: https://www.cnnindonesia.com/hiburan/20170429170344-227-211126/tujuh-hal-yang-harus-diketahui-soal-bts
Smith, P., & Ze, Z. (2011). Marketing Communications: Integrating Offline and Online with Socia Media 5th Edition. London: Kogan Page.
Storbacka, Kaj, & Jarmo, R. L. (2001). Customer relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies. Singapore: McGraw-Hill.
Wedya, K. B. (2017, Mei 25). BTS: Alasan Mengapa Mereka Mendunia dan Mampu Berjaya di Ajang Billboard Music Award 2017. Diambil kembali dari https://kumparan.com/: https://kumparan.com/katondio-bayumitra-wedya/bts-alasan-mengapa-mereka-mendunia-dan-mampu-berjaya-di-ajang-billboard-music-award-2017
For Bahasa Indonesia can be read here: Mengakui Pernyataan Hak Cipta
Authors who publish with this journal agree to the following terms:
Copyright on any article is retained by the Journal
- Author grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this;
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal;
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work;
- Every accepted manuscript should be accompanied by Copyright Transfer Agreement (CTA), prior to the article publication. CTA can be downloaded here;
