線上音樂平台競爭策略

Abstract

由於網際網路的發展及壓縮技術的快速進步，音樂公司的通路策略產生巨大的轉變，從販售傳統的CD轉為提供線上音樂串流服務。以往的通路模型將重點著重在製造商，分析生產、研發等因素對於獲利的影響，然而，在線上音樂串流產業，串流提供商可以決定內容的來源與數量，在通路中扮演較重要的角色。因此，本研究提出四個競爭模型，分析非獨家內容的數量、獨家內容的數量與媒體提供商的內容效用差異，對於通路策略的影響，並得到與過往研究不同的結果，可提供串流平台不同角度的見解，最後考量媒體及串流供應商彼此間的互動，我們找出了每個策略最有利的情境；本研究成果可幫助媒體及串流提供商，依不同的市況選擇最佳的通路策略，亦可提供它們管理與理論意涵，以及更深入的洞見。

With rapid advances of Internet and well-developed compression technologies, the channel strategies of music companies have changed dramatically from selling traditional CDs to providing online music streaming services. Most previous channel management models focus on the strategies formulated by the manufactures; however, streaming providers play a more important role in implementing competitive strategies in online music streaming industry Therefore, in this thesis, we propose four competitive models to study how the strategies of online streaming music platforms are affected by the amount of non-exclusive content, amount of exclusive content and the differentiated utility provided by a media provider. We find some results different from previous studies, and provide some insights for streaming and media providers from different perspectives. Finally, we consider the interaction between streaming providers and media providers, and find the most profitable regions for each strategy. Our research result can help streaming and media providers adopt the appropriate strategy under different market circumstances, and provide some managerial implications and valuable insights for online music streaming industry.