2020年獲得奧斯卡最佳影片、最佳國際影片、最佳導演、最佳原創劇本四項大獎的電影《寄生上流》；《愛的迫降》、《機智醫生生活》等近年當紅的韓劇；《一日三餐》、《尹食堂》等人氣綜藝節目；每年於世界各地舉行的韓流年度大會「KCON」，以及年末舉辦的大型頒獎典禮「MAMA大獎」，甚至是韓國最大的連鎖電影院CJ CGV，背後皆出自於CJ集團，不論是影劇、音樂到社交等流行文化，CJ集團已全方位涵蓋，可謂為韓國娛樂影視產業的龍頭。但CJ集團二十年前僅為三星集團底下的製糖公司「第一製糖」，本研究認為CJ集團透過勇於嘗試與失敗造就的精準投資眼光，加上敢於任用不同領域人才，給予自由發揮的平台，走出與眾不同的道路，再利用多角化深入不同產業，並將各產業垂直整合，打造出娛樂影視產業鏈，成功自傳統產業轉型為綜合娛樂影視集團。
本研究以上述提及之CJ集團為個案研究對象，並聚焦在其四大事業群中娛樂與媒體事業群，首先透過文獻回顧分析探討CJ集團的多角化發展背景與轉型動機，以及多角化轉型策略內容與轉型期間的整體變遷，再透過SWOT分析與PEST分析，從供應商角度了解到個案企業的優勢為產業鏈的垂直整合，接著利用行銷4P與深度訪談得知消費者選擇CJ產品的原因為其精準貼合目標客群喜好，最後再藉由五力分析總結出個案企業轉型成功的關鍵因素為成功的品牌行銷、強大內容能力，與集團內部垂直整合的豐富資源。因此藉由影視媒體產業的成功轉型，CJ除了將其自身品牌擴張到全世界，也帶領韓國文化躍上國際舞台，達成最初的目標，更可以說，韓國流行文化產業能有今日的成就，CJ扮演著核心的領頭羊角色。

In 2020, the movie "Parasite" won four Oscars for Best Picture, Best International Film, Best Director, and Best Original Screenplay; "Crash Landing on You" and "Life of Witty Doctor" and other popular Korean dramas in recent years; "Three Meals a Day", "Yin's Kitchen" and other popular variety shows; the annual Hallyu annual conference "KCON" held every year around the world, and the large-scale awards ceremony "MAMA Awards" held at the end of the year, and even the largest movie theater chain in Korea CJ CGV, behind it all comes from CJ Corporation. Whether it is popular culture such as movies, music, or social networking, CJ Corporation has covered all aspects, and it can be said to be the leader of the Korean entertainment film and television industry. But 20 years ago, CJ Corporation was only the "Cheil Jedang" of the sugar company under the Samsung Corporation. This study believes that CJ Corporation has a precise investment vision created through the courage to try and fail, and the courage to hire talents in different fields, and provide a platform for free play , go out of a different way, use diversification to penetrate into different industries, and vertically integrate various industries to create an entertainment film and television industry chain, successfully transforming from a traditional industry to a comprehensive entertainment film and television group.
The research focuses on the entertainment and media division among CJ’s four major divisions. First, through literature review and analysis, it explores the diversified development background and transformation motivations of CJ Corporation, as well as its diversified transformation. The content of the strategy and the overall changes during the transformation period were analyzed through SWOT analysis and PEST analysis to understand the advantages of the case company is vertical integration of the industry chain. Then, marketing 4P and in-depth interviews were used to understand the reasons why consumers choose CJ products. The reason is that it accurately matches the preferences of the target customer group. Finally, through five forces analysis, it is concluded that the key factors for the successful transformation of the case enterprise are strong content capabilities and rich resources that are vertically integrated within the group. Therefore, through the successful transformation of the film and television media industry, CJ not only expanded its own brand to the world, but also led Korean culture to the international stage, achieving its original goal. It can be said that the Korean pop culture industry can achieve today's achievements, CJ Playing a central leadership role.

一、 中文部分
（一） 專書
1. 大前研一著，黃宏義譯，1985。《策略家的智慧》（The Mind of the Strategist）。臺北：長河出版社。
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10. 고성연 著，黃莞婷譯，2022。《CJ集團．韓流爆紅經營術》(CJ의 생각：문화에서 꿈을 찾다, 7가지 창조적 여정)。臺北：MOOK墨刻出版。
（二） 學位論文
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（三） 期刊
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（四） 雜誌
1. 鄭景雯，〈拍出《我們的藍調時光》、把《寄生上流》送上奧斯卡，CJ為何厲害？〉，《天下雜誌》，755期，2022 年 8 月。
（五） 網際網路
1. 陳傑豪，〈行銷 4P 理論要改寫了？大數據這樣顛覆消費市場！〉，
《經理人》，2016年3月18日，<https://www.managertoday.com.tw/books/view/52246?>。
2. Ray Loa，〈從冬季戀歌到防彈少年團──韓國文創如何打造韓流席捲全球？〉，《換日線 Crossing》，2019年3月29日，<https://www.managertoday.com.tw/books/view/52246?>。
3. NETFLIX，〈CJ ENM/Studio Dragon 與 Netflix 宣布進行長期合作〉，
《NETFLIX》，2019年11月21日，<https://about.netflix.com/zh_tw/news/cj-enm-studio-dragon-netflix-announce-a-long-term-partnership>。
4. 胡立宗，〈宅在家救台灣！「宅經濟」出發，Netflix逆勢大發威〉，
《Cheers快樂工作人雜誌》，2021年5月25日，<https://www.cheers.com.tw/article/article.action?id=5099548>。
5. 權小星，〈從「成人頻道」到神劇製造機 看tvN的傳奇10年〉，
《壹讀雜誌》，2016年10月13日，< https://read01.com/QJn75O.html>。
6. 樸慧潤，〈2021年南韓唱片出口同比增62.1%創新高〉，
《韓聯社》，2022年1月16日，<https://cb.yna.co.kr/gate/big5/cn.yna.co.kr/view/ACK20220116000700881>。
7. MOOK 墨刻出版 合作書摘，〈入場觀眾年年倍增！韓流文化盛典「KCON」如何靠共感行銷紅遍全球？〉，《未來商務》，2022年2月9日，<https://fc.bnext.com.tw/articles/view/2013?>。
8. CJ NOW，〈CJ 4DPLEX，用“黑科技”為電影創造新世界？〉，《CJ China》，2022年10月18日，< https://cjchina.net/now_246.html>。
9. 文化內容策進院，〈國際合作新篇章 文策院攜手韓國娛樂巨擘CJ集團區域辦公室 CJ ENM Hong Kong 共組文化內容基金 開發投資華語原創內容〉，《文化內容策進院》，2023年11月7日，< https://taicca.tw/article/9f1bb5da>。
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（二） 期刊
1. Anil, Ibrahim, Yigit, Ihsan, & Canel, Cem. “The Relation between Diversification Strategy and Organizational Performance: A Research on Companies registered to the Istanbul Stock Exchange Market.” Advances In Management, Vol.6, No. 3, 2013.
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5. Kathleen M. Eisenhardt, “Building Theories from Case Study Research”, The Academy of Management Review, Vol. 14, No. 4 ,October 1989, pp. 532-550.
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8. Pitts, Robert A., & Hopkins, H. Donald. “Firm Diversity: Conceptualization and Measurement. ”The Academy of Management Review, Vol.7, No. 4, 1982, pp. 620-629.
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11. DAL YONG JIN, “Cultural Production in Transnational Culture: An Analysis of Cultural Creators in the Korean Wave.” International Journal of Communication, Vol. 15, 2021, pp. 1810-1835.
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（三） 研討會論文
1. Ioniţă, F., Shuleski, D. & Cristina, A. M., “From Click-and-Mortar to Clicks- and-Bricks: Challenges of Business Transformation Management,” Management International Conference, Pula, 2016.
（四） 官方文件
1. Booms, B. & Bitner, M. J. “Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services, James H. Donnelly and William R. George, eds.” Chicago: American Marketing Association, 1981, pp. 47-51.
2. International Federation of the Phonographic Industry, “IFPI Global Music Report 2022-State of the Industry”, March 03, 2022, pp. 6.
（五） 網際網路
1. AMA. “Definitions of Marketing”, American Marketing Association, 2004, < https://www.ama.org/the-definition-of-marketing-what-is-marketing/>.
2. Park, Soo-mee. “Korea's CJ Group Reorganizes Six Divisions into CJ Entertainment & Media”, The Hollywood Reporter, May14, 2012, <https://www.hollywoodreporter.com/news/general-news/koreas-cj-group-reorganizes-six-162377/>.
3. World Bank national accounts data, and OECD National Accounts data files. “GDP (current US$)”, THE WORLD BANK, <https://data.worldbank.org/indicator/NY.GDP.MKTP.CD?most_recent_value_desc=false>.
4. Cha, Jun-Ho. “CJ ENM acquires renowned director Park Chan-wook’s Moho Film”, THE KOREA ECONOMIC DAILY, Nov 2, 2021, <https://www.kedglobal.com/music-entertainment/newsView/ked202111020007>.
5. KPC TEAM. “KCON:TACT Paves Way for Future Virtual Live Events”, KPOPCONCERTS, Jun 29, 2020, <https://kpopconcerts.com/k-pop-concerts/kcontact-paves-way-for-future-virtual-live-events/>.
6. Han, Sun-Hee. “CJ Entertainment unveils Filament Pictures”, Variety, Oct 11, 2010, <https://variety.com/2010/film/news/cj-entertainment-unveils-filament-pictures-1118025461/>.
三、 韓文部分
（一） 期刊
1. 유건식, “OTT와 위드 코로나 시대, 방송 제작 현장의 변화”방송 트렌드＆인사이트, Vol.28, No. 3, 2018.
2. 김정연, 박상현, “CJ E&M의 성장성 요인과 촉진전략: 다이아모델 분석과 4P를 중심으로” 방송 산업진흥연구, Vol.6, No. 4, 2021.
3. 송정은, 남기범, 장원호, “한류의 지속을 위한 국제공동제작의 필요성: CJ E&M의 동남아 현지화 사례를 중심으로”한국콘텐츠학회논문지, Vol.14, No. 6, 2014.
4. 권상집 , “한류 확산을 위한 CJ E&M의 디지털 및 글로컬 콘텐츠 전략”한국콘텐츠학회논문지, Vol.16, No. 12, 2016.
5. 이지현, 정회경, “국내 미디어 선도기업 경영전략 분석 : CJ E&M을 중심으로” 디지털정책연구, Vol.11, No. 12, 2013.
6. 김대호 , “한국 미디어 기업의 글로벌 위상과 미래 전략” 한국콘텐츠학회논문지, Vol.11, No. 9, 2011.
（二） 官方文件
1. 김성욱,“케이블TV 산업의 현황 및 전망”,신한은행 FSB연구소 FSB Review , 2009, pp. 30-33.
2. 이지현, 정회경, “미디어 선도기업의 창의적 구조에 관한 연구 : CJ E&M을 중심으로”한국콘텐츠학회 춘계종합학술대회, 2013, pp. 425-426.
3. 홍보 브로슈어, “CJ ENTERTAINMENT&MEDIA” CJ주식회사, 2023, pp. 60-70.
4. 엔터테인먼트&미디어 브로슈어, “ENTERTAINMENT&MEDIA” CJ주식회사, 2013, pp. 1-50.
5. 2022해외콘텐츠시장분석, “해외 콘텐츠시장 분석 개요”한국콘텐츠진흥원, 2023, pp. 3-4.
6. 2022년 지구촌 한류 현황, “지역별 한류 동호회 유형 및 동호인 수” 주러시아 대한민국 대사관, 2023, pp. 6-11.
7. 2022년 한국 영화산업 결산, “극장 시장” 영화진흥위원회, 2023, pp. 36-39.
（三） 網際網路
1. 서사봉, “[기자의 눈] '문화예산 1%' 공약되나”, 한국일보, 9월 9일, 1999년, <https://www.hankookilbo.com/News/Read/199909090070500071>.
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3. 손동우, “[Company] CJ그룹의 변신, “식품기업 아닌 생활문화기업으로 불러달라””, 매일경제, 4월5일, 2012년, <https://www.mk.co.kr/news/business/5029107 >.
4. 아주경제, “CJ그룹, 식품 기업이 글로벌 생활문화기업으로 발전한 이유는?…이재현 회장 '결단' 눈길”, 아주경제, 4월30일, 2015년,
5. <https://www.ajunews.com/amp/20150428111333752>.
6. 신재희, “[Who Is ?] 이재현 CJ그룹 회장”, 매일경제, 8월 11일, 2015년, <https://www.mk.co.kr/news/special-edition/6893375>.
7. 서진우, “CJ, 한식·한류 콘텐츠 세계에 알려 국격 드높여”, 매일경제, 8월 11일, 2015년, <https://www.mk.co.kr/news/special-edition/6893375>.
8. 이연춘, “이재현 CJ회장 '2030 비전' 제시… "3년간 10조 투자”, 뉴데일리뉴스, 11월3일, 2021년, <https://biz.newdaily.co.kr/site/data/html/2021/11/03/2021110300010.html>.
9. Brand, “BEST BRAND” ,CJ그룹, <https://www.cj.net/brand/index.asp>.
10. CJ소개,“연혁” ,CJ그룹, <https://www.cj.net/cj_introduction/origin/origin.asp>.
11. Our Story, “History” ,CJENM, <https://www.cjenm.com/ko/history/>.
12. 연혁“연혁 & 라이브러리” , CJE&M, <http://sweetness.ivyro.net/cj_enm/contents/company/history_music.html >.
13. CJ Now, “CJ ONE, 멤버십 회원 2,900만 명 돌파” ,CJENM, 2월21일, 2023년, < https://www.cj.net/cj_now/view.asp?bs_seq=15304 >.
14. 이정흔, “CJ, 2009년부터 해외 직배·현지 제작…할리우드에서도 주도권”, 매거진한경, 2월10일, 2020년, <https://magazine.hankyung.com/business/article/202002048205b >.
15. 김표향 , “TV∙영화∙뮤지컬 온통… 대한민국은 ‘CJ 문화제국’”, 한국일보, 6월2일, 2019년, <https://www.hankookilbo.com/News/Read/201905311585030478>.
16. 임일곤 , “CJ ENM, 8개 제작사 합병에 백억대 부자된 영화감독들”, 비즈워치, 10월26일, 2022년, <http://news.bizwatch.co.kr/article/mobile/2022/10/26/0022>.
17. 정주리 , “세계로 나가는 K-포맷···한국 예능 프로그램 해외서 '러브콜'”, 해외문화홍보원, 5월20일, 2022년, <https://www.kocis.go.kr/koreanet/view.do?seq=1041580>.
18. 백승룡 , “CJ그룹, 승계 발판 마련했지만…비판여론ㆍ주가 하락 문제”, 이코노믹데일리, 5월7일, 2019년, <https://www.economidaily.com/view/20190607181639697>.
19. 김지영 , “[이슈포커스] “영화 티켓값 너무 비싸 영화관 가기 두려워요””, 시사캐스트, 5월26일, 2023년, <http://www.sisacast.kr/news/articleView.html?idxno=41100>.
20. 이현승, 최효정 , “영화값·배달료 올렸더니 등 돌린 소비자들...경기침체·고물가에 달라진 풍경”, 조선비즈, 3월31일, 2023년, <https://biz.chosun.com/topics/topics_social/2023/03/31/QX3OM3QN7FAULEBUO54LK7STBU/ >.
21. 유선희 , “판타스틱 한국영화, 할리우드가 찍었다”,한겨레신문, 10월28일, 2019년, <https://www.hani.co.kr/arti/culture/movie/914774.html>.
22. 박성민 , “CJ ENM, 음악사업 고성장…비결은 '웨이크원'?”,딜사이트, 8월7일, 2023년, <https://dealsite.co.kr/articles/108195>.
23. 오유교 , “[K체인저스]⑩K콘텐츠 생태계 조성하는 CJ ENM”,아시아경제, 6월1일, 2023년, <https://www.asiae.co.kr/realtime/sokbo_viewNew.htm?idxno=2023060108222714163>.
24. 이도현, “샴페인 일찍 터뜨린 K콘텐츠…빛바랜 간판 된 'CJ ENM' ”,조선엠앤디, 4월28일, 2023년, <http://www.investchosun.com/site/data/html_dir/2023/04/27/2023042780291.html>.
25. 우다빈, “[HI★초점] 킬러콘텐츠 잃은 tvN, 앞으로의 과제”,한국일보, 1월21일, 2022년, <https://m.hankookilbo.com/News/Read/A2022011810020005409>.
26. 성상민, “‘즐기는 음악’질식 시켜버린 서바이벌 프로그램”,미디어오늘, 9월18일, 2020년, <http://www.mediatoday.co.kr/news/articleView.html?idxno=203645>.
27. 박수현, “쿠팡플레이, 넷플릭스 중심 국내 OTT 시장에서 후발주자로 빠르게 성장한 방법”,오픈서베이, 6월19일, 2023년, <https://blog.opensurvey.co.kr/article/ott-2023-2/>.
28. 손서영, “오락·문화 물가 14년 만에 최대 상승…해외여행·레저 활동↑”, KBS뉴스, 3월14일, 2023년, <https://news.kbs.co.kr/news/pc/view/view.do?ncd=7626052>.
29. 이혁기, “그런데 영화관 티켓값은 언제 내릴 건가요? [SCOOP 질문]”, 더스쿠프, 3월18일, 2023년, <https://www.thescoop.co.kr/news/articleView.html?idxno=57171>.
30. 선명규, “CJ ENM ‘CGV명동 다이아 티비관’, 2년간 중소창작자 30개팀과 팬 4200여명 소통”, CNB뉴스, 4월1일, 2019년, <https://m.cnbnews.com/m/m_article.html?no=405084#_DYAD>.
31. 이진솔, “‘코로나 집콕’으로 특수 맞은 OTT...국내 시장확대로 이어질까”,인더뉴스, 3월9일, 2020년, <https://inthenews.co.kr/news/article.html?no=22452>.
32. 이동현, “엔데믹과 인플레이션은 소비자들의 디지털홈 환경을 어떻게 변화시킬까요?”, 한영회계법인, 10월6일, 2022년, <https://www.ey.com/ko_kr/tmt/decoding-the-digital-home-study-kr>.
33. 통계청 , “영화관에서? 집에서? 취향에 맞는 콘텐츠를 즐겨요!”,네이버 블로그, 6월16일, 2023년, <https://blog.naver.com/hi_nso/223130345782>.
34. 공감언론, “'케이콘택트 2020 서머', 오늘(27일) 엠넷 특별편성… 코로나 여파”, 뉴시스, 8월27일, 2020년, <https://mobile.newsis.com/view.html?ar_id=NISX20200827_0001144445>.
35. 브이런치, “CJ ENM 개최 ‘KCON 2022 LA’ 참여”, 9월29일, 2022년, <https://vrunch.io/?c=4&uid=62&ckattempt=1>.
36. 브이런치, “[VR / AR / XR] CJ ENM KCON:TACT Live방송 AR 구현 및 App 개발 & KCON LA AR촬영 App 개발”, <https://vrunch.io/?c=2/9&uid=38>.