數位音樂營運模式探討

THE STUDY OF DIGITAL MUSIC BUSINESS MODEL

游文頡(Wen-Jie Yu)

指導教授 ： 陳怡之

元智大學/管理學院/企業管理學系/碩士(2008年)

https://doi.org/10.6838/YZU.2008.00284

摘要

音樂產業不僅是全球性的大眾媒體也是全球語言，並且文化息息相關。近年來音樂年產值已達380億美元，是非常可觀的商業(Webactive, 2004)。並根據eMarketer統計，音樂產業2008年營收保守估計可達325億美元。然而IFPI先前統計資料，全球音樂產值雖高，但已連續下跌五年，相對於2002年而言，2004年的音樂產業的產值下跌40億美元。
一個高產值但產值卻下滑的現象，實值得研究。對於下滑的原因之ㄧ，也就是數位科技化的衝擊，對於數位科技的快速發展，大眾消費型態已屆改變，而產業之變革也蠢蠢欲動。對於業者管理發展過程中，營運模式是最能夠包含企業整體的經營活動，音樂產業已無法再向傳統音樂一樣，單單憑靠銷售音樂CD生存，取而代之的是，產業型態轉變為數位音樂，而業者的經營模式也將改變。
因此，本研究藉由文獻回顧，歸納音樂產業特性與受到數位化的影響為何，其後回顧營運模式，建立數位音樂營運模式，透過次級資料蒐集與個案深度訪談，利用所建構之數位音樂營運模式來觀察與探討分析台灣數位音樂業者之現況，以協助混沌未明的台灣數位音樂發展提供方向。
經過個案分析觀察，發現台灣數位音樂流通業者目前以月費串流聆聽吃到飽的模式最普遍，仍需要提供豐富的多元服務來吸引消費者使用，並透過多元市場版圖的開拓與通路聯盟，提供顧客接觸率、共享會員資源與利益；此外，數位音樂流通業者，提供開放之企業文化有助於企業經營活動。而數位音樂內容提供商－唱片公司，應轉型為全方位娛樂的提供者，不再拘泥實體CD唱片的銷售，從不同媒體型態的數位音樂授權收取利益，亦或音樂免費從廣告商處獲得收入，並且以開放取代封閉的態度來迎接數位音樂的未來發展。

關鍵字

數位化 ； 音樂產業

並列摘要

The music industry is not only the global medias, but also global languages, and it is highly correlation with culture. In the recently, revenues of music per year are reaching 38 billions. It’s a good business. According to eMarketer’s statistics, revenues of music industry will be 32 billions in 2008. IFPI indicated that although revenues of global music industry are high, but they continued with down in five years. Revenues of 2004’s music industry had lose 4 billions by contrasting with 2002.
The case of high value industry but went down dramaticly is very researchable. One reseason for that is the music industry struck by digital technologies. Consumption behaviors had changed by quickly technology development, and so was industry. To discussion the business development process, the business model is highly represented the whole of business activities. The music industry can’t stay as tradition which only saling the music CD. Instead of digital music, and companies business model are changing too.
For the reseason, this study were doing lerature review firstly. To summary characteristics and digital changes of music industry. Second, this research will construct a digital music model. Using the digital music model to inspect and analyze the digital music business model of digital music company in Taiwan. To help and provide a direction for digital music development in Taiwan.
After the case study analyzed. This study found digital music distribution companies are used to all you can listern and priced by monthly, but those companies still need to provide various and rich services for custome. By multi-market exploitation and strategy alliance with distribution channels, share each resources and profits. For digital music distribution companies should keep open mind for organization culture to help business activities operation. Digital music content provide – record companies should change to total entertainment provider which regarless of CD slaes, and catch money from multi-media soruce by digitial music authorized, or saling music for free but get money from advistiser. And keeping open mind instead of cloes to digital music development.

並列關鍵字

digitalize ； music industry ； digital music ； business model

參考文獻

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