本研究以Kotler之價值傳送程序為理論基礎,探討台灣非主流音樂產業行銷管理之創新策略。研究目的在瞭解台灣非主流音樂產業如何進行行銷管理之策略創新與戰術創新,以尋求更為穩健的行銷管理機制。本研究以文獻探討分析台灣非主流音樂產業之發展現況、經營困境與未來趨勢。再以行銷管理之價值傳送理論與創新向度為經緯,用深度訪談探詢國內三家具有代表性之非主流唱片公司之高階主管,從歸納分析訪談對象所重視的價值傳送程序中,提陳非主流音樂產業在產品、流程與服務上的創新策略與創新戰術。研究結果發現:(1)台灣非主流音樂產業具有朝向重視顧客區隔與品牌服務之微笑曲線發展趨勢;(2)台灣非主流音樂產業仍偏重產品創新之行銷管理程序;(3)台灣非主流音樂產業行銷管理之創新策略多元且具體。最後,本研究針對研究發現與結論,提出若干對後續研究方向之建議,以作為未來相關研究之參考。
Based on Kotler’s value-delivery processes, the purpose of this study is to investigate the innovation strategies of marketing management in Taiwanese alternative music industry. This research attempts to explore a stable profit model of Taiwanese music industry via synthesizing the strategical and tactical solutions of innovative marketing. The literatures of previous studies, operational predicaments, and the future development trends on alternative music industry of Taiwan are thoroughly reviewed in this thesis. In accordance with Kotler's value-delivery processes and innovation strategies, the opinions of senior managers from three representative music companies are collected through a series of meticulously conducted interviews. From the evaluation of previous studies and interviews of music company senior managers, the researcher found: (1) The development trends of Taiwanese alternative music industry include self-owned brand targeting, product positioning, and service offering based on the smile curve theory. (2) Product innovation is still the most emphasized strategy of the marketing management processes. (3) The innovation marketing management strategies of Taiwanese alternative music industry are diverse and concrete. Finally, based on the results and discoveries of this study, some further research suggestions are proposed.