Differences and similarities in marketing music between the Japanese and the German music market

Inhaltsverzeichnis (Table of Contents)

• 2. introduction
• 3. the Japanese and the German music market: overview
  • 3.1. comparing the current status
  • 3.2. characteristics of the Japanese music market
    • 3.2.1. the trend evolution velocity
    • 3.2.2. fan following in Japan
    • 3.2.3. the idol industry
    • 3.2.4. otaku
    • 3.2.5. domestic vs. international repertoire
    • 3.2.6. karaoke
    • 3.2.7. CD rental shops
    • 3.2.8. ringtones / chaku uta
  • 3.3. music diversity
    • 3.3.1. domestic repertoire
      • 3.3.1.1. enka
      • 3.3.1.2. kayokyoku
      • 3.3.1.3. J-pop
• 4. advertising
  • 4.1. defining the term marketing mix
  • 4.2. one of 4 Ps: Promotion
  • 4.3. media and its role regarding advertising in both countries
    • 4.3.1. television
    • 4.3.2. radio
    • 4.3.3. press
    • 4.3.4. internet
  • 4.4. testimonials
    • 4.4.1. definition
    • 4.4.2. use of testimonials in Japan and Germany
  • 4.5. the tie-in system
    • 4.5.1. definition
    • 4.5.2. TV tie-ins in Japan
    • 4.5.3. TV tie-ins in Germany
  • 4.6. the influence of mobile downloads for advertising in Japan
  • 4.7. new ways of advertising
    • 4.7.1. MySpace
    • 4.7.2. games
    • 4.7.3. other collaborations
• 5. online survey
  • 5.1. assumption and goal of survey
  • 5.2. survey structure and procedure
  • 5.3. results
    • 5.3.1. socio-demographics
    • 5.3.2. media use
    • 5.3.3. tie-in system
      • 5.3.3.1. games
      • 5.3.3.2. TV series
      • 5.3.3.3. anime
    • 5.3.4. ring tones
    • 5.3.5. testimonials.
    • 5.3.6. music in German television
    • 5.3.7. MySpace

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This bachelor thesis aims to analyze and compare the marketing strategies of the music industry in Japan and Germany. The thesis focuses on the differences and similarities in how music is marketed in these two countries, providing insights into the cultural and economic factors that shape the music market. Key themes explored in the thesis include:

• The cultural and economic characteristics of the Japanese and German music markets
• The role of media and advertising in promoting music in both countries
• The impact of digital technologies, such as mobile downloads and online platforms, on music marketing
• The use of testimonials and tie-in systems in promoting music
• The influence of fan culture and subcultures on the music industry

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins with an introduction to the topic and a brief overview of the Japanese and German music markets. Chapter 3 delves deeper into the characteristics of the Japanese music market, exploring the trend evolution velocity, fan following, the idol industry, and the role of domestic versus international repertoire. Chapter 4 focuses on advertising and marketing strategies, analyzing the use of media, testimonials, and tie-in systems in both countries. Chapter 5 presents the results of an online survey conducted to gather data on music consumption and marketing preferences in Japan and Germany.

Schlüsselwörter (Keywords)

The thesis explores the differences and similarities in marketing music between the Japanese and German music markets. Key topics include the cultural and economic characteristics of each market, the role of media and advertising, the impact of digital technologies, fan culture, and the use of testimonials and tie-in systems. The study draws upon various sources, including academic literature, industry reports, and online surveys to provide a comprehensive analysis of the subject.