Profit Model and Marketing Strategy Based Brand Value Chain: the Example of the Mobile Messaging Application LINE

Autor:	Xi Zhang, Taesun Kim
Rok vydání:	2022
Předmět:	General Medicine
Zdroj:	Modern Economics & Management Forum. 3:106
ISSN:	2717-6053 2717-6045
DOI:	10.32629/memf.v3i2.775
Popis:	LINE is the first social media platform to profit from offLINE retail. It has built an all-field value chain based on a series of its cartoon images, implemented a framework for multiple synergistic developments of core businesses (essential, derivative, and cross-industry product business), and created an IP value-integrated business model. It has also delved deeper into the vertical field of IP product marketing, maintained and enhanced user loyalty through scenario-based marketing and emotional marketing, and established the commercial value of world-class social media IP brands.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ba0833e5c324b080c7b31a913117d6bf https://doi.org/10.32629/memf.v3i2.775 Zobrazit plný text záznamu