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E-ISSN : 2288-2766

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Vol.4 No.1

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Market Entry Strategy of LINE in Japan

Market Entry Strategy of LINE in Japan

동아시아경상학회지 / East Asian Journal of Business Economics, (E)2288-2766
2016, v.4 no.1, pp.16-21
https://doi.org/10.20498/eajbe.2016.4.1.16
정우범 (한신대학교)
정창문 (한신대학교)
최현영 (한신대학교)
김병구 (한신대학교)
정우범, 정창문, 최현영, & 김병구. (2016). Market Entry Strategy of LINE in Japan. 동아시아경상학회지, 4(1), 16-21, https://doi.org/10.20498/eajbe.2016.4.1.16

Abstract

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.

keywords
Naver, LINE, Market Strategy, Japan, PEST Analysis

참고문헌

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Han, E. Y. (2013). Competitive Strategy and Perspectives of Global Mobile Messenger Service. Korea Information Society Development Institute, 25(16), 1-22.

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Lee, C. Y. (2012). LINE’s Future of Japanese Mobile Market. Myaaset Report, 1, 1-15.

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Lee, E. M. (2014). Service Trend of Naver and Daum. Korea Information Society Development Institute, 26(19), 1-22.

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Naver (2015a). Weeklytrade. Retrieved May 22, 2016, from http://weeklytrade.co.kr/news/view.html?no=9809&section=1&category=136

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Naver (2015b). Article View. Retrieved May 22, 2016, from http://www.businesspost.co.kr/news/articleView.html?idxno=15311

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Naver (2015d). Magazine content. Retrieved May 22, 2016, from http://navercast.naver.com/magazine_contents.nhn?rid=1103&contents_id=53949

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Park, H., Baik, H. J., and Jung, G. H. (2014). LINE, Gobal Platform of NAVER. Korea Business Review, 18(3), 99-124.

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