台灣數位音樂服務廠商經營與發展策略之分析—以KKBOX為例

Abstract

近年來數位科技的發展對整個音樂產業造成了極大的衝擊，音樂產業長期以來依賴的唱 片銷售模式受到了很大的挑戰，在數位化的浪潮下，也催生出串流音樂的新商業模式。 台灣一直以來都是華語流行音樂的重鎮，在這數位化的浪潮下自然也沒缺席，本研究的 個案公司為台灣第一個合法串流音樂服務提供商，也是台灣本土數位音樂的領導品牌，在台灣數位音樂產業中深具代表性。 在 2013 年後，國際數位音樂品牌們開始進軍台灣，台灣的數位音樂服務因此掀開了百 家爭鳴的新篇章。本研究將探討台灣數位音樂產業的現況，以及在競爭激烈的市場態勢下， 個案公司面對「後串流時代」來臨的競爭及成長策略之機會與風險。

The development in digital technology rendered a significant impact on the music industry during recent years, where the long-time relied on record sales model was challenged and disrupted like ever before. However, a new business model of streaming music emerged from this wave of digitalization. Taiwan, the focal point of Chinese pop music, also plays a vital role in this digitalization era. The subject was chosen as a representative case study, as it is the first legitimate streaming music service provider and a leading domestic digital music brand in Taiwan. The Taiwan digital music service industry faced fierce competition since the global digital music brands gained entree in Taiwan after 2013. This study aims to analyze the current situation of the Taiwan digital music industry, and how the subject embraces the opportunities and mitigates the risks derived from the intense market rivalry of the “post-streaming era.”