Profit Model and Marketing Strategy Based Brand Value Chain: the Example of the Mobile Messaging Application LINE
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v3i2.775
Abstract
LINE is the first social media platform to profit from offLINE retail. It has built an all-field value chain based on a series of its cartoon images, implemented a framework for multiple synergistic developments of core businesses (essential, derivative, and cross-industry product business), and created an IP value-integrated business model. It has also delved deeper into the vertical field of IP product marketing, maintained and enhanced user loyalty through scenario-based marketing and emotional marketing, and established the commercial value of world-class social media IP brands.
Keywords
brand value, social media, profit model, brand building, brand marketing strategy, visual IP image construction
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[18]Gobe, Marc. Emotional branding: The new paradigm for connecting brands to people. Simon and Schuster, 2010.
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