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http://dx.doi.org/10.22788/4.1.6

Analysis of Genie Music's Strategy for Strengthening Customer Interactive : Focus on SWOT and TOWS Analysis  

Kwon, Boa (Chungbuk National University)
Park, Sang-hyeon (Chungbuk National University)
Publication Information
Journal of Venture Innovation / v.4, no.1, 2021 , pp. 87-99 More about this Journal
Abstract
The importance of "personalization technology" has recently been highlighted due to the Covid-19 and the development of IT technology such as AI and big data, which is soon coming beyond personalization into the "super-personalization era." Therefore, in terms of the music streaming service market, it has formed a service supply trend in which individual tastes are respected and companies are seeking to establish a realistic analysis and development direction considering the external market environment. From this perspective, this paper sought to analyze the strengths and weaknesses of the Genie Music's and provide a direction for development based on Genie Music's customer interactive strategy. In particular, it was intended to analyze the advantages and disadvantages of customer interactive strategies with the 'live music service platform' that moves with customers and to provide directions for future corporate development. As an analysis method, we looked at strengths and weaknesses, opportunities and threat requirements based on SWOT analysis. Afterwards, the company attempted to present specific corporate development strategies through TOWS analysis.
Keywords
Hyper personalization technology; Genie Music; SWOT analysis; TOWS analysis;
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