日本文化創意產中數位音樂的經營策略

日本在科技上的發展以外，近年軟實力方面的成就在國際上也是特別受到注目。在日本的文化創意產業上，也因為受到IT發展的影響，導致消費者的消費型態改變；這一連串的影響使得整個文化創意產業中的各個企業必須在經營模式上做一些調整。　其中，音樂產業因為數位化的革新，音樂從實體商品轉換成虛擬的無實體檔案，再加上iPod等數位音樂播放器的普及，以CD為主的音樂實體商品銷售從1998年之後持續的下滑，以及P2P等非法複製、交換音樂檔案的影響，整個產業面臨到前所未有的困境；經營數位音樂為主的唱片公司從人才的培育、製作、宣傳到販賣等，都面臨到必須調整的時候。2003年以iTunes Music Store(iTMS)為主的付費音樂下載服務崛起，開創了新的數位音樂販賣模式，而日本國內的業者也為了應戰iTMS的入侵，紛紛改進原有的經營模式來提升自己的競爭力。尤其在日本特別發達的行動電話付費音樂下載方面，也因為科技的進步，在面對快速改變的消費型態上，整個音樂產業必須提高應變的速度。另一方面，YouTube和MySpace等網路平台促進了數位音樂的交流與作品宣傳之外，也衍生出消費者違法散佈的問題。著作權的維護、管理、版稅的分配等問題關係著整個音樂產業的利益，所以音樂產業不得不正視這個複雜的著作權問題。　由於日本音樂市場的特殊性，使得經營數位音樂為主的唱片公司在世界音樂市場不景氣的環境下，必須從各個層面的檢討來應對快速變換的消費型態，並且藉由組織的調整來增加企業的競爭力。本論文將分析日本整個音樂產業的概況，並以90年代崛起的avex為案例，來探討該企業對於數位音樂所帶來的影響下進行的企業內部改革及經營策略的轉換。

關鍵字

數位音樂；著作權； avex ；音樂下載；價值連鎖；企業統治

並列摘要

Beside the technology development, soft power in Japan arouse attention worldwide in recent years. Japanese contents industries are affected by the development of IT as well. These result in the change of consumption patterns, and the sequence effects force every company in the industries to revise their business models. Music, the physical goods, had turned into virtual files due to the digital revolution of music industry. More, digital music player like iPod become popular these years. The sale of CDs has continuous declined since 1998. This attributes to illegal copies and music files exchange from P2P. All situations put the music industry in a difficult position. Since that, record companies must adjust from training artists, records, promotions to sales and other aspects. In 2003, iTunes Music Store (so called iTMS) as a leader raised a new business model in the industry,which is the service of downloaded music payment. Local companies in Japan improve business models one after another in order to make them more competitive. Also, the technology improvements on mobile devices change consumption patterns rapidly, and induce the whole industry to speed up and take reactions. On the other hand, the Internet platform such as YouTube and Myspace accelerate digital music sharing and promote campaigns, and this also accompany with legal problems. The maintenance and management of copyrights as well as loyalty income distribution are related to the benefits of the industry. Hence, the companies have to face these issues directly. Due to the unique of Japanese music market, digital music companies have to examine all the dimensions so as to face the rapid change of consumption patterns, and make them better by organization adjustment. Using avex as a case, this thesis will analyze the situation of Japanese music industry; also discuss the internal reforms and business strategies applied during the tough ages.