메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject

The Sandbox Network's Strategies for MCN (Multi-Channel Network) Market Entry
Recommendations
Search
Questions

샌드박스네트워크의 MCN(Multi-Channel Network) 시장 진입 전략

논문 기본 정보

Type
Academic journal
Author
Journal
Korean Academic Society Of Business Administration Korea Business Review Vol.23 No.3 KCI Accredited Journals
Published
2019.8
Pages
99 - 123 (25page)
DOI
10.17287/kbr.2019.23.3.99

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
The Sandbox Network's Strategies for MCN (Multi-Channel Network) Market Entry
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
The increase of the market size of MCN industry—in which companies usually generate their revenues through creator management—has been brought by the rapid growth of online video platform market. Among the companies who compete in the MCN market, Sandbox Network is noteworthy due to its fast growth. Established by a well-known creator who wanted to provide fellow creators with better circumstances for content creation, Sandbox Network has secured the cumulative investment of KRW 40 billion just in the first three years of its founding; its annual sales amounted to KRW 28.2 billion in 2018. These outcomes are surprising given that it entered the MCN market as a late mover.
The present study aims to analyze the Sandbox Network’s strategies for the MCN market entry. To this end, along with overviewing the MCN industry, Sandbox Network’s establishment process, business model, brand strategy, and future agendas are carefully analyzed. The results reveal that Sandbox Network’s rapid growth in its very early stage could be attributed to the positive influence of ‘Dotty’, the founder. Moreover, Sandbox Network could maximize its revenue by utilizing the extended business models—optimized for the MCN industry. Finally, Sandbox Network could be differentiated from its competitors by executing not only the internal branding for improving employees’ creativity but also the external branding for enhancing the relationship with its main customers (i.e., Generation Z). Taking these points together, implications for practitioners and prospective founders are suggested.

Contents

Ⅰ. 서론
Ⅱ. MCN(Multi-Channel Network)산업 개관
Ⅲ. 시장 진입 전략 1: 3R 효과로 발현된 창업자의 리더십
Ⅳ. 시장 진입 전략 2: 확장형 비즈니스 모델
Ⅴ. 시장 진입 전략 3: 브랜드 커뮤니케이션 전략
Ⅵ. MCN 시장 전망과 샌드박스네트워크의 전략적 대응
REFERENCES
Abstract

References (0)

Add References

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

Recently viewed articles

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2019-324-000951373