數位串流音樂產業競爭策略之研究

Abstract

音樂產業數十年來歷經數位音樂和網路技術的發展，衝擊了音樂製作與傳播的方式，隨著科技發展不斷演進，時至今日移動互聯網的時代，人們的聆聽行為已轉為直接透過手機或是平板等行動裝置為主。藝人和唱片公司也以數位發行為主要的上架通路，基於數位音樂串流平台機制形成的商業模式，是音樂產業由實體走向虛擬的重要一步，數位串流音樂發展，解構了傳統唱片工業的產業價值鏈。 本研究由全球音樂產業之發展脈絡延伸至台灣音樂產業現況，並以台灣數位串流音樂平台廠商 KKBOX作為主要研究個案，依本研究所提出的研究流程，運用PEST，五力分析，價值鏈分析，SWOT分析等策略工具，分析數位音樂產業的競爭環境及策略，以個案研究法，搜集數位音樂產業相關資訊，解析個案對象之市場佈局及競爭策略，探討KKBOX如何因應網路世界全球化浪潮下的外來競爭，維持競爭優勢並持續成長。 研究結果發現，本研究所提出採用的策略管理程序，適用於數位音樂產業的策略分析，個案研究結果，建議個案KKBOX除持續強化核心本業的數位音樂服務之外，可投入線下音樂展演事業及線上售票業務的經營，整合表演活動資訊以提供消費者優質的華語流行音樂娛樂服務，提升其多角化發展的綜效，掌握其在地化的優勢，並致力於將自產內容IP化，提高媒體影響力及產業競爭優勢。

Digital music and network technologies developing in the past decades impacted the whole music entertainment industry, including music production and propagation. Today is the era of mobile Internet; people listen to the music via mobile devices, such as mobile phone or tablets. Digital publish becomes one of the major channel for the artists and labels to distribute new song and album. The business model built on top of digital streaming music platform is the important first step of offline-to-online for the music industry. The development of digital streaming music disrupts the traditional value chain of music and record industry. This paper overviewed the landscape of global music industry and extended to the industry in Taiwan region. Take the largest Taiwan streaming music provider, KKBOX as the study case and follow the research flow to analyze the environment and strategies by PEST, five forces, value chain and SWOT analysis. The research also discuss the way that KKBOX against competition and maintain competitive advantage and growth by collecting related information of digital music industry and analyzing KKBOX’s strategies. The research indicates the strategy management flow in the paper can be adapted in strategy analysis in digital streaming music. The research recommend that KKBOX can further invest in offline live business and online ticketing business along with core music business in order to extend KKBOX to a multi-dimensional entertainment service provider. Further more, KKBOX also can intellectual propertied its self-developed contents, enhance media influence and competitive advantages.