Diplomasi Korporat SM Entertainment Melalui New Culture Technology di Asia: Studi Kasus di Indonesia dan Tiongkok

Nurul Nissa Salbia; Wiwiek Rukmi Dwi Astuti; Rizky Hikmawan

doi:10.33021/aegis.v7i2.4660

Diplomasi Korporat SM Entertainment Melalui New Culture Technology di Asia: Studi Kasus di Indonesia dan Tiongkok

Nurul Nissa Salbia, Wiwiek Rukmi Dwi Astuti, Rizky Hikmawan

Abstract

Perkembangan K-pop di Asia semakin menyebar secara masif akibat perkembangan teknologi dan komunikasi. SM Entertainment sebagai perusahaan multinasional yang bergerak dalam industri budaya menggunakan diplomasi koporat sebagai alat untuk melakukan ekspansi ke pasar asing. Penelitian ini mengidentifikasi mengenai upaya SM Entertainment dalam memperluas pasarnya ke Indonesia dan Tiongkok. Dengan menggunakan metode kualitatif dengan jenis penelitian deskriptif, penelitian ini menunjukkan bahwa melalui competitive intelligence, networking with external stakeholders, corporate reputation, dan lobbying, SM Entertainment menemukan cara masuk ke dalam pasar Indonesia dan Tiongkok melalui eksplorasi pasar yang difasilitasi oleh media sosial sebagai alat penyebaran, pertunjukkan konser musik, joint venture, strategi lokalisasi dan omnidirectional marketing. Penelitian ini menemukan bahwa terdapat persamaan strategi bisnis yang dilakukan oleh SM Entertainement dalam memasuki pasar Indonesia dan Tiongkok meskipun alur pelaksanaan strategi bisnis tersebut berbeda karena adanya perbedaan hambatan terhadap penerimaan K-pop. Akan tetapi, strategi bisnis tersebut berhasil dilakukan SM Entertainment untuk memasuki dan melakukan distribusi K-pop di pasar kedua negara.

Keywords

Diplomasi Korporat; SM Entertainment; K-pop; Indonesia; Tiongkok

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DOI: http://dx.doi.org/10.33021/aegis.v7i2.4660