Strategi Marketing Internasional Tencent Video: Studi Kasus "Chuang Asia Thailand Season 1" Pada Tahun 2023-2024

Hikmatunnisa, Euis Nurbaini (2025) Strategi Marketing Internasional Tencent Video: Studi Kasus "Chuang Asia Thailand Season 1" Pada Tahun 2023-2024. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Television shows that target a specific market and expand market reach require a marketing strategy through the creation of unique and different characteristics so that they can attract the attention of the target audience. "Chuang Asia Thailand Season 1" is an idol talent search show produced by Tencent Video as a multinational company from China in 2023 to 2024 which is considered to be trying to target a global audience through various stages and efforts to create unique and different characteristics. This study uses a descriptive qualitative method with a secondary data collection technique through literature studies sourced from news articles and official social media of Tencent Video, WeTV, and Chuang Asia to provide an in-depth understanding of Tencent Video's marketing strategy on the idol talent search show "Chuang Asia Thailand Season 1". Then, the author analyzed this study using the STP marketing and the 4P marketing mix concept framework. Although the STP marketing and the 4P marketing mix concept framework are usually applied to a product's marketing strategy, these two concepts can also be applied to television shows. The findings of this study show that Tencent Video targeted a global audience for "Chuang Asia Thailand Season 1" through STP marketing by leveraging WeTV, the success of the previous "Chuang" show, working with local Thai companies, and create visual and verbal identities. Then, through the 4P marketing mix, "Chuang Asia Thailand Season 1" featured the diversity of participants, mentors, and songs, funding through sponsors, global distribution through WeTV, and promoting the program online and offline.

Item Type:

Thesis (Undergraduate)

Contributors: