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BTS MARKETING by Park Hyung Jun

    Book21 Publishing Group     

Original Korean edition published by Book21 Publishing Group.

Russian translation rights arranged with Imprima Korea Agency (Korea) and Impressum Literary Agency (Russia).

This book is published with the support of Publication Industry Promotion Agency of Korea (KPIPA).



Copyright  Park Hyung Jun, 2018

 All rights reserved.

  . .,    , 2020

   һ,    , 2020




   


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      BTS.   ,               .  BTS      ,          ,  ,      .

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  ,        2018 ,  BTS   . ,         Google  .  2020    Map of the Soul: 7            Billboard 200.     .

    . Big Hit Entertainment     5  .   Hyundai Research Institute (HRI) ,   2023     BTS    56  .

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   -軠     - BTS[1 -   ,   2013   Big Hit Entertainment.   ,  2017   , BTS ,      Beyond the Scene (,  ).    BTS        堖 ????? ([ ]  ).        Bangtan Boys.].      ,      젖    .  BTS  : 2018      Billboard 200[2 -       ,   Billboard     .  BTS Love Yourself: Tear   Billboard 200  2 2018,  Love Yourself: Answer   8 2018.  2019       27  Map of the Soul: Persona, 2020-젖  Map of the Soul: 7 (  7).];  BTS   Twitter       ,   10  [3 -   2020   BTS Twitter  23  .];            Google ..      2018       Love Yourself:  BTS   ,  .        , ,,    .

     BTS  ,  1  [4 -  ࠖ    .   2020 10000      8  .],        .    ,    BTS,       -;   Big Hit Entertainment    2  .  ,     - ,       .

     BTS,       ,   ,    .     BTS   ,   ,    .      ,   ,      ,   . ,             ,    -,    BTS    .

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    [5 -   ,  -           ,     .     ]     ,         .          ? ,  BTS    렖   .          ,    .

   BTS           .         ,          ,   .    BTS    ,    ,    .     .         [6 -  -,    -  ո ( 젖  ).   19921996 .],  H.O.T.[7 -  -,   SM Entertainment.  19962001 .   - (.  8).]    [8 -  . idol (, )     - (K-pop),      (.  5).      ,    :       (     ,     ),      (  ).     K-pop ,  1990- .]          .  , BTS  - .

,         ,      . Ƞ      ,      BTS,    .       ,    ,    .  BTS     ,       .

     ,           .  BTS    ,              ,       .

      ,    ,   -  ,       .      ,      -     .   ,             ? , .    ,     .      ,        .                  . Ӡ,         ,   ,  ,    ࠖ     BTS.

      ,      .  ,        ,    .   BTS    ,  .         ,          ,     .    ,     ,       .       ,      - .

 ,      BTS  ,   ,   ,    ,        .

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 ,   ,       ,    BTS.          K-pop   ,     , ,      ,    ,       BTS.  ,  BTS              ,   ,   ,   ,            .     ,    .         .         ,  ,        . ,     ,     .   ,    .

     ,      .        ,  -   .       ,            .   ,         BTS.



 2018 
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 1

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   BBC  The Beatles  [9 - How the Beatles Rocked the Kremlin (2009).]  ,          .  The Beatles    ,   ,      ,    .  The Beatles XXI     젖 BTS.




  BTS


  2017   BTS          [10 -     Grammy, American Music Awards (AMA) Billboard Music Awards (BBMA).]     頖 American Music Awards (AMA),       :   , 2017- 2018-, BTS   Billboard Music Awards (BBMA)[11 -  2017 2018   BTS     Top Social Artist (    ).  2019 BTS    ,       Top Duo/Group ( /).].    -     BBMA.         Fake Love[12 -     BBMA 20 2018 .     (.  ),       .] ,    ,    ,     ,  ,      ,  BTS.

           .   ,    BBMA   ,    .   ,         198090- , , ,  .    BoA[13 -    .  ,  K-pop .  2008,      ,  .  2009   .]  Wonder Girls[14 -  -,  2007  JYP Entertainment ( 2017).    20092012 ,       .]        ,      .

   (,  -[15 -       .])          . , 2012     Gangnam Style[16 -  : ?? ??? (.   ).      PSY (). Ѡ 2012   2017         YouTube.],         ,    蠖     [17 -   ,   .];          .    BTS,  2015,       Billboard[18 -   BTS,   Billboard 200,  - 2015 The Most Beautiful Moment in Life, Part 2 ( 171   19 2015);  ,   Billboard Hot 100, DNA (   ,    67   14 2017).] (     ),      .

   BTS     2018       .  Rolling Stone ,      ;    Grammy ,    BTS,   ,  K-pop     ;               ,  The Guardian  BTS   ,        ,      ;   BBC  BTS     .

        ,  ,  ,     BTS    Billboard,   Grammy,          .

  2018 BTS       Grammy,     ,        .




  


     BTS   , -     ,   :   [19 -      BTS            ࠖ 廠  .    .]. ,     Love Yourself: Tear[20 -  18 2018 .]        ,         .    Fake Love     10    YouTube    4  55 ,    , 100  ⠖  8  9 .         :    Idol,     ,  100      4  23  (        -).

       BTS   Twitter.     Bloomberg, BTS        2017 ( 500 ).  ,         (22 )   (213 )  .

   ,      YouTube.   2018     BTS    100   ,           : ,    DNA   400  [21 -  900    2020.         BTS      YouTube.].  ,    :  BTS,   A.R.M.Y.[22 - .  Adorable Representative MC for Youth (        ).     ().],   YouTube  ,    (,    ,    BTS ..).        ,   .

   BTS      .   Time       BTS       -[23 -  2017, 2018 2019 .],  The New York Times  2017  BTS       (  BTS     ).  BTS,       YouTube  24 ,    .

    .  BTS      . ,     ,     Love Yourself: Tear           Into the Magic Shop[24 -  : Into the Magic Shop: A Neuro- surgeons Quest to Discover the Mysteries of the Brain and the Secrets of the Heart. (2016).   :  .  ,      ,      (2017).      Magic Shop (.,  /),  BTS ( Magic Shop).],    ,    ,       .       ,  BTS    .




     Big Hit


 BTS         [25 - ,  , ,  Big Hit Entertainment.   BTS     (,     - g.o.d. [Groove Over Dose]).].   ,  ,      ,    (    15  20 )     ,     ,  ,   .

  BTS    ,     ,     -,      ,     - .     RM[26 -    .     RM        Rap Monster.],    ,  BTS   -,    :       - .  ,           堖 .

 Big Hit Entertainment,       ,     .      ,        .  ,             . ,  ,    ,      ,   - .    BTS     . Ӡ       , Big Hit    .     ,     [27 -           ,       ,    ,  .].  ,     BTS   ,       ,        .

          .     . -      .  2013   No More Dream       30  .   Danger    [28 - Dark & Wild,  19 2014 .]          [29 -            .].     , , ,   BTS   .    ,     ,           . , BTS -  .

    . - 2015 The Most Beautiful Moment in Life ( )     , The Most Beautiful Moment in Life, Part 2    Billboard 200.  2016 The Most Beautiful Moment in Life: Young Forever    - .        2017    .

   , Wings,   2016.       ,        K-pop .      Billboard 200,   26-  (18     Billboard World Albums),  62-      ,  BTS    ,   .  ,  2016  BTS      Mnet Asian Music Awards ()[30 -     ,  1999.          .]     Melon Music Awards (MMA)[31 -    ,  2009.         .], ,  ,     .

  2017 2018  BTS     Top Social Artist  Billboard,            .  2018         5  .  BTS  K-pop .

   BTS     . ,   ,   ,       ,   ,  -   .    ,      ,        ( -).       ,    .               .         K-pop ,     ,   K-pop   .         .   ,   BTS            .




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    ,    ,    .   ,    ,       ,      [32 -       , ,  :  .   . ., 1998.].   BTS   .

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-,      BTS.          ,    .       .   ,   BTS   -,  .      ,  BTS   ,  -, ,  ..    .    BTS   ,        ꠖ    ,      ,  ,        ,     .

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   BTS       , ,   ,   .  , -                .               , ,  BTS     ,  .          ,      .     -   ,    ,   .          .   ,   BTS    ,  -   .        ,      , , , , ,  ..,     .

 BTS               The Most Beautiful Moment in Life.          , ,  ,  ,      .      .     .     ,   ,        .   ,       .

,    BTS    .    -[33 -   ,  BTS   : Twitter, YouTube, Weverse, VLive, TikTok.]        ,   ,        .     BTS   ,          .

       (. ).          (  )[34 -   ., , :  ,  .  :  . , 2010.]. ,  BTS A.R.M.Y.,     .    , BTS    ,      .     ,          .     ,  .

  Twitter      .   ,  BTS,     YouTube.      ,          [35 -  -   -  堖   Naver Daum.   .             ,       .].        ,             BTS.     ,     , ,          .

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  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=63068797)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


  ,   2013   Big Hit Entertainment.   ,  2017   , BTS ,      Beyond the Scene (,  ).    BTS        堖 ????? ([ ]  ).        Bangtan Boys.




2


      ,   Billboard     .  BTS Love Yourself: Tear   Billboard 200  2 2018,  Love Yourself: Answer   8 2018.  2019       27  Map of the Soul: Persona, 2020-젖  Map of the Soul: 7 (  7).




3


  2020   BTS Twitter  23  .




4


 ࠖ    .   2020 10000      8  .




5


  ,  -           ,     .     




6


 -,    -  ո ( 젖  ).   19921996 .




7


 -,   SM Entertainment.  19962001 .   - (.  8).




8


 . idol (, )     - (K-pop),      (.  5).      ,    :       (     ,     ),      (  ).     K-pop ,  1990- .




9


How the Beatles Rocked the Kremlin (2009).




10


    Grammy, American Music Awards (AMA) Billboard Music Awards (BBMA).




11


 2017 2018   BTS     Top Social Artist (    ).  2019 BTS    ,       Top Duo/Group ( /).




12


    BBMA 20 2018 .     (.  ),       .




13


   .  ,  K-pop .  2008,      ,  .  2009   .




14


 -,  2007  JYP Entertainment ( 2017).    20092012 ,       .




15


      .




16


 : ?? ??? (.   ).      PSY (). Ѡ 2012   2017         YouTube.




17


  ,   .




18


  BTS,   Billboard 200,  - 2015 The Most Beautiful Moment in Life, Part 2 ( 171   19 2015);  ,   Billboard Hot 100, DNA (   ,    67   14 2017).




19


     BTS            ࠖ 廠  .    .




20


 18 2018 .




21


 900    2020.         BTS      YouTube.




22


.  Adorable Representative MC for Youth (        ).     ().




23


 2017, 2018 2019 .




24


 : Into the Magic Shop: A Neuro- surgeons Quest to Discover the Mysteries of the Brain and the Secrets of the Heart. (2016).   :  .  ,      ,      (2017).      Magic Shop (.,  /),  BTS ( Magic Shop).




25


,  , ,  Big Hit Entertainment.   BTS     (,     - g.o.d. [Groove Over Dose]).




26


   .     RM        Rap Monster.




27


          ,       ,    ,  .




28


Dark & Wild,  19 2014 .




29


           .




30


    ,  1999.          .




31


   ,  2009.         .




32


      , ,  :  .   . ., 1998.




33


  ,  BTS   : Twitter, YouTube, Weverse, VLive, TikTok.




34


  ., , :  ,  .  :  . , 2010.




35


 -   -  堖   Naver Daum.   .             ,       .


