방송미디어시장에서 CJ ENM의 경쟁우위 전략분석: VRIO 모델을 중심으로

초록

This study identified what internal resources CJ ENM possesses and analyzed how those resources contribute to actual management performance based on the VRIO model. As a result, CJ ENM's internal resources are four types, including 'content production capability', 'content diversity', 'IP(Intellectual Property)', and 'content supply chain'. Among these, 'content production capability' and 'content diversity' are core competencies, while ‘IP’ and ‘content supply chain’ are temporary competitive advantage resources. In order to maintain a sustainable competitive advantage in the future, CJ ENM will conservatively maintain exclusive transactions with Tving and the exclusive supply of high-cost original content, while securing liquidity funds for horizontal mergers with domestic OTT competitors such as Wave and CoupangPlay. In addition, it is necessary to secure the number of subscribers by restricting the distribution of original content to platforms other than Tving, while also finding ways to selectively invest resources into each broadcast channel currently owned.

키워드