Communications in Humanities Research ISSN: 2753-7072
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Research Article

How K-POP Influences C-POP’s Market Positioning: A Case on SNH48

Wenhao MengChulalongkorn University*

* Corresponding author: [email protected]

Abstract

This study investigates how K-POP influences the market positioning of C-POP through a detailed case study of the Chinese idol group, SNH48. Initially modeled after the Japanese group AKB48, SNH48 later transitioned to a K-POP-inspired approach. By analyzing SNH48’s shift from J-POP to K-POP, this research explores the externalization business model employed by Chinese entertainment companies. It delves into how SNH48's market positioning evolved, emphasizing commercial best practices and external collaborations, particularly with South Korean firms. Additionally, by examining SNH48’s evolution and collaborations with South Korean firms, the study highlights the role of the externalization entry-mode business model in shaping Chinese entertainment strategies. The research also considers the impact of geopolitical factors, such as the 2016 THAAD dispute, which led to the "Xian Han Ling" ban on Korean celebrities, prompting Chinese companies to adapt their strategies.The findings highlight the significance of adapting foreign entertainment models in shaping C-POP's future, demonstrating the importance of market positioning in China’s entertainment industry.

Keywords: K-POP; C-POP; market positioning; SNH48; entertainment
Published: December 9, 2024
DOI: 10.54254/2753-7064/2024.18053
Volume: CHR Vol.63
pp. 157-167
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