企業多角化轉型策略研究—以韓國CJ集團娛樂與媒體事業群為例

Abstract

2020年獲得奧斯卡最佳影片、最佳國際影片、最佳導演、最佳原創劇本四項大獎的電影《寄生上流》；《愛的迫降》、《機智醫生生活》等近年當紅的韓劇；《一日三餐》、《尹食堂》等人氣綜藝節目；每年於世界各地舉行的韓流年度大會「KCON」，以及年末舉辦的大型頒獎典禮「MAMA大獎」，甚至是韓國最大的連鎖電影院CJ CGV，背後皆出自於CJ集團，不論是影劇、音樂到社交等流行文化，CJ集團已全方位涵蓋，可謂為韓國娛樂影視產業的龍頭。但CJ集團二十年前僅為三星集團底下的製糖公司「第一製糖」，本研究認為CJ集團透過勇於嘗試與失敗造就的精準投資眼光，加上敢於任用不同領域人才，給予自由發揮的平台，走出與眾不同的道路，再利用多角化深入不同產業，並將各產業垂直整合，打造出娛樂影視產業鏈，成功自傳統產業轉型為綜合娛樂影視集團。本研究以上述提及之CJ集團為個案研究對象，並聚焦在其四大事業群中娛樂與媒體事業群，首先透過文獻回顧分析探討CJ集團的多角化發展背景與轉型動機，以及多角化轉型策略內容與轉型期間的整體變遷，再透過SWOT分析與PEST分析，從供應商角度了解到個案企業的優勢為產業鏈的垂直整合，接著利用行銷4P與深度訪談得知消費者選擇CJ產品的原因為其精準貼合目標客群喜好，最後再藉由五力分析總結出個案企業轉型成功的關鍵因素為成功的品牌行銷、強大內容能力，與集團內部垂直整合的豐富資源。因此藉由影視媒體產業的成功轉型，CJ除了將其自身品牌擴張到全世界，也帶領韓國文化躍上國際舞台，達成最初的目標，更可以說，韓國流行文化產業能有今日的成就，CJ扮演著核心的領頭羊角色。In 2020, the movie"Parasite" won four Oscars for Best Picture, Best International Film, Best Director, and Best Original Screenplay; "Crash Landing on You" and "Life of Witty Doctor" and other popular Korean dramas in recent years; "Three Meals a Day", "Yin's Kitchen" and other popular variety shows; the annual Hallyu annual conference "KCON" held every year around the world, and the large-scale awards ceremony "MAMA Awards" held at the end of the year, and even the largest movie theater chain in Korea CJ CGV, behind it all comes from CJ Corporation. Whether it is popular culture such as movies, music, or social networking, CJ Corporation has covered all aspects, and it can be said to be the leader of the Korean entertainment film and television industry. But 20 years ago, CJ Corporation was only the"Cheil Jedang" of the sugar company under the Samsung Corporation. This study believes that CJ Corporation has a precise investment vision created through the courage to try and fail, and the courage to hire talents in different fields, and provide a platform for free play , go out of a different way, use diversification to penetrate into different industries, and vertically integrate various industries to create an entertainment film and television industry chain, successfully transforming froma traditional industry to a comprehensive entertainment film and television group.The research focuses on the entertainment and media division among CJ’s four major divisions. First, through literature review and analysis, it explores the diversified development background and transformation motivations of CJ Corporation, as well as its diversified transformation. The content of the strategy and the overall changes during the transformation period were analyzed through SWOT analysis and PEST analysis to understand the advantages of the case company is vertical integration of the industry chain. Then, marketing 4P and in-depth interviews were used to understand the reasons why consumers choose CJ products. The reason is that it accurately matches the preferences of the target customer group. Finally, through five forces analysis, it is concluded that the key factors for the successful transformation of the case enterprise are strong content capabilities and rich resources that are vertically integrated within the group. Therefore, through the successful transformation of the film and television media industry, CJ not only expanded its own brand to the world, but also led Korean culture to the international stage, achieving its original goal. It can be said that the Korean pop culture industry can achieve today's achievements, CJ Playing a central leadership role.