브랜드 팬덤의 구축과 확산 : 팝마트의 사례를 중심으로 = Building and Expanding Brand Fandom: Focusing on the Case of POP MART

다국어 초록 (Multilingual Abstract)

Fandom, has been mainly used in entertainment or sports area, means the voluntary community or the culture of fans or enthusiastic advocates for certain stars or teams, etc. Recently, brand fandom which applied fandom to a specific brand is growing significance, because it is more and more difficult to have customer loyalty or customer retention. Brand fans have extraordinary affections towards the brand, consume the brand continuously, support voluntarily, and communicate with the brand and other fans. Thus, building and expanding brand fandom should be one of the most important goal for any brand.
This study explores the case of POP MART, the leading company in Chinese art toy industry, about building the brand fandom and business model, and analyzes the significance and success factors of brand fandom. POP MART had been the declining off-line general store, and made a turn-around to an art toy company with mania consumers, and finally made a successful performance with brand fandom. Key success factors of POP MART can be found as building and expanding brand fandom, communication with fans and among fans, and profitability from brand fandom. This case shows an exemplary case of the brand fandom, and strategic implications are suggested.

목차 (Table of Contents)

• 제 1장 서론 1
• 제 2 장 이론적 배경 4
• 제 1 절 팬덤(Fandom) 4
• 1. 팬덤의 개념 및 선행연구 4
• 2. 팬덤의 특성 16
• 3. 팬덤과 비슷한 개념 18
• 제 2 절 브랜드 팬덤(Brand Fandom) 28
• 1. 브랜드 팬덤의 개념 및 선행연구 28
• 2. 브랜드 팬덤의 특성 34
• 제 3 장 사례 연구 38
• 1. 사례 연구의 특징 38
• 2. 팝마트(Pop Mart) 40
• 제 4 장 팝마트 성공요인 56
• 1. 팬덤의 발견 57
• 2. 팬덤의 확산 58
• 3. 팬덤 커뮤니티의 구축 62
• 4. 희소성 전략으로 팬덤의 강화 64
• 제 5 장 결론 68
• 1. 연구결과 및 시사점 68
• 2. 연구 한계점 및 연구방향 71
• 참 고 문 헌 74
• 1. 국문문헌 74
• 2. 영문문헌 78
• 3. 중문문헌 82
• ABSTRACT 84