入口網站進入數位音樂產業之策略分析 : 以Yahoo!為例

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/32194

Title:	入口網站進入數位音樂產業之策略分析 : 以Yahoo!為例
Other Titles:	A strategy analysis of internet portal moving toward digital music industry : an example from Yahoo! inc.
Authors:	呂貞儀;Lu, Chen-i
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班蔡政言;Tsai, Jeng-yan
Keywords:	數位音樂產業;MP3;Yahoo!;入口網站;STP;Digital Music Industry;MP3;Yahoo!;Portal;STP
Date:	2006
Issue Date:	2010-01-11 01:49:59 (UTC+8)
Abstract:	近年來數位音樂的崛起及數位傳輸技術的變革，對於音樂產業傳統的經營方式造成很大的衝擊，許多數據顯示出數位音樂市場倍數成長的發展及消費者日增的需求。隨著Apple推出iTune的付費音樂下載模式，取得多家唱片公司的授權一炮而紅後，其成功模式讓紛擾已久的線上音樂銷售模式找到了共識。因而唱片業者對發展MP3的銷售模式、版權分配方式以及市場的版稅分配標準，相較於以往陷入膠著的窘境，已逐漸協商出經營之商業模式，許多業者也都前仆後繼地投身其中。而面對網路眾多的音樂取得管道，究竟要用什麼樣的行銷策略來爭取消費者的青睞？如何在法律、唱片公司及消費者中取得三贏？相對於國外市場熱絡的發展，台灣市場該如何經營？本研究以個案分析方式，透過個案實際進入數位音樂產業的動機與經營策略，以STP市場分析及行銷組合來探索國內數位音樂產業進入的行銷策略，方便做為現行服務之改進方針，也作為未來業者進入台灣線上音樂市場時的重要參考依據。因此本研究朝創新服務及價格戰爭兩大觀點提出建議及可行方案，而差異化策略將會是各方採取的關鍵策略，隨著時間與學習所獲得的經驗，將使得線上音樂服務網站將建立更龐大且更完整的分類目錄，以及更吸引的訂購模式，讓消費者可以更容易且更便宜地取得所需的數位音樂內容。同時除了更吸引人的數位內容之外，品牌塑造以及消費者忠誠度之建立也將是線上音樂服務勝出的焦點所在。最後智慧財產權及授權合法問題也是急需待為解決，對於消費者使用合法音樂的教育仍需加強，有賴IFPI及政府單位再加強宣導。 In recent years, digital music and the revolution of digital transmission technology has a great impact on the way of traditional music industry operation. Based on the recent statistics and research, the digital music market is growing at double-digit rate and the consumer demands are also increasing day by day. Since Apple introduced the iTune “pay for downloading music” concept and gained the exclusive right from many record companies, the successful business model has resolved the problem of the legitimation of downloading music online. Therefore, compared to the previous ambiguous situation, the record companies have developed and negotiated the business models of developing the MP3 music, copyright allocation and the music royalty distribution standard. In addition, many companies have also started participating in their niche markets. However, since there are many different methods of getting music from Internet, what should kinds of marketing strategies be able to acquire more customers, how can the record company, regulations and consumers are able to benefit from online music downloading, and how should online music downloading in Taiwan operate comparing to the overseas market? This thesis analyses different cases and applies the case study operation strategy and motivation of entering into digital market, combining with STP market analysis and marketing combination to discover the marketing strategy of entering into the digital music industry. It works by not only improving the current services but also being able to use as an important guideline for potential investors entering into the online music industry. In order to study the Taiwan marketing strategy for the online music download, I took the case study as my major research methodology. Throughout this real case, I analyzed its strategy by using STP market analysis and its marketing combination. The result can be used for the future improvement as well as the basis for the company that plans to enter this market. In the end, the research will propose some recommendations based on innovative services and the price war strategy. We find that differentiation will be the key factor that can be applied to all competitors. When the online music business learns different experiences from time to time, they will not only establish a large and complete music search index, but they will also develop more attractive ordering method in order to help the consumer get the digital music online at less costs and in a more convenient way. Moreover, the establishment of the brand and customer loyalty is also a critical issue to succeed in the online music industry. Finally, the intellectual property and legislation of using the music is also the urgent problem needed to be solved. On the other hand, how to educate the consumer to download and to use online music legally will still need more efforts from the IFPI and governments.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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