| 摘要: | 近年來，隨時隨地欣賞自己喜歡樂曲的方法之趨勢，已從以往的使用隨身聽播放唱片公司所販賣之CD，轉變成透過數位音樂播放器等機器播放儲存於記憶體中之無實體的檔案。在全世界音樂市場規模僅次於美國的日本，自從1998年的實體商品販售額達到6075億日幣之高峰後持續下滑；另一方面，付費音樂下載服務的規模雖不及實體商品銷售額的八分之一，卻以驚人的速度持續成長。
在此情勢之下早期日本的唱片公司，由於投入付費音樂下載服務的成效不彰，以及害怕無形商品的販賣會影響實體商品的銷售，因而呈現消極的態勢。而進入成長期後的日本付費樂下載市場，由於在價格、商品總數、以及使用便利性上較歐美為不足，因此一時發展曾受限，但隨著iTunes store以及napster等歐美業者進入日本市場，刺激日本本國業者改進服務及價格，而達到今日規模。
日本的付費音樂下載市場有以下數個特徵。首先由於行動電話上網的早期普及以及手機性能的提升，透過行動電話付費下載樂曲成為主流；此外，在Napster進入日本市場前絕大多數的業者皆僅提供單曲下載制；最後是數位版權管理由於著作權委託的複雜性，較歐美更為嚴格。
基於日本的市場情勢及特徵，使得日本付費音樂下載市場呈現出與歐美諸國較為不同的走向。在歐美業者爭相進入日本市場的現在，日本本國業者該如何提升服務品質，並活用自己的核心競爭力，進一步將軟硬體結合發揮優勢將成為關鍵。本論文將說明日本付費音樂下載市場的概況，進一步透過事業系統策略分析現有業者的策略，對日本音樂下載業進行探討。
In Japan, where its market of music is only second to USA, the sales of the physical goods has reached its peak in 1998 by 607.5 billion Yen, followed by a steady down fall. On the other hand, although the scale of music download service haven’t reach one eighth of the sales of physical goods, it grows in an amazingly pace steadily.
Under such circumstances, early Japanese record companies took a negative attitude since the music download service didn’t go well, and also in the fear of the sale of intangible goods may affect the sale of physical goods. When entering growth stage, the lack of numbers of goods, higher price and inconvenience comparing with the Western market, had limited the development of Japanese companies.
There are several particularities of Japanese market of music download service. First of all, due to the early popularity of mobile Internet and improvement of mobile phone’s capability, downloading music by mobile phone had become the mainstream of the market. Secondly, most company offer only download by track before Napster entered the market, and finally, because of the complexity of copyright’s consignment, its digital right management is more rigid than its counter part in the west.
In the mean time, when Western companies fought their way into the Japanese market, the key point of Japanese company is to raise their service quality, make good use of their own core competitively, and more over, to combine their software and hardware and make it their own advantage. This study is to explicate the overview of Japanese market of music download service, and to discuss the music download business in Japan by analyze current companies strategy by Strategies for Business System Design. |
