Market Entry Strategy of LINE in Japan

• 발행기관: 동아시아경상학회
• 저자명: Woo-Bum Jung Chang-Moon Jung Hyun_Young Choi Byoung-Goo Kim
• 간행물 정보: 『East Asian Journal of Business Economics』Vol.4 No.1, 16~22쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.03.30

영문 초록

This study analyzed the successful case of Naver LINE’s entry into the Japanese market. LINE pursued a strategy of establishing its dominance early on and implemented localization for Japan and thereby achieved success in the Japanese market. The various strategies adopted by LINE allowed it to win over 80% of the market share in Japan and function as a nationally ubiquitous mobile messenger. The conclusions to be drawn from our LINE analysis is that LINE must implement localization strategies suited to the characteristics of each country, as it had done successfully in Japan. In the Asian region, it should retain the platform that provides various contents while pursuing a localization strategy to secure competitive edge, by offering emoticons suitable for each country, such as Ramadan emoticons in Islamic regions.

목차

1. Introduction

2. Analysis of the Environment in Japan

3. LINE’s Strategy for Entering the Japanese Market

4. Conclusion

References

키워드

Naver LINE market strategy Japan PEST Analysis