音樂產業之 ESG 策略分析

Abstract

隨著全球頻繁發生極端氣候事件和疫情等挑戰，ESG（環境保護、社會責任、公司治理）議題引起世界廣泛關注。全球企業正逐漸將相關議題納入其核心策略中，以提升企業形象，同時降低經營風險，增強長期競爭力。 自2014年以來，音樂產業的產值持續呈現增長趨勢，截至2023年已達到286億美元，同時，音樂對消費者及社會的影響力逐漸擴大。全球三大唱片公司 和韓國四大娛樂公司 已意識到自己身處產業的影響力及ESG策略的重要性，逐步將相關議題納入其核心策略中，並主要以發布永續報告書為方向，根據三大面向提出相應策略。然而，即使在音樂產業內，兩大群體公司所推出的報告書仍存在一些差異。此外，迄今，臺灣音樂產業鮮少探討相關議題或制定相應策略。 本研究旨在探討以下三個關鍵問題：首先，分析全球三大唱片公司和韓國四大娛樂公司的商業模式是否不同，以及這些模式對它們在音樂產業價值鏈中的定位和參與程度的影響。其次，研究不同商業模式對ESG策略制定的影響，並探討這些差異如何影響ESG策略。最後，本研究期望為臺灣音樂產業未來發展ESG策略提供方向，協助其保持競爭力並邁向永續發展。 本研究首先運用商業模式九宮格分析這兩個群體的價值主張及其衍生的企業策略。隨後，以華納音樂集團與HYBE作為個案公司，分別從環境保護（E）、社會責任（S）和公司治理（G）三個方面評估其永續發展策略，進一步探討不同商業模式對ESG策略制定的影響。最後，本研究將通過對音樂產業相關人士的訪談，探討目前臺灣音樂產業在永續議題上的挑戰，並提供改善方向，以期作為未來發展臺灣音樂產業ESG策略的指引。

In response to the growing frequency of extreme climate events and pandemics, ESG issues have gained global attention. Companies are increasingly integrating ESG into their core strategies to enhance their image, reduce risks, and improve long-term competitiveness. Since 2014, the music industry's market value has risen, reaching $28.6 billion by 2023. Its influence on consumers and society has also grown. The three major global labels and four major Korean entertainment companies have begun incorporating ESG into their core strategies, mainly through ESG reports. However, differences exist in the reports from these companies. Additionally, the Taiwanese music industry has rarely addressed ESG issues or developed relevant strategies. This research explores three key questions: First, it examines whether the business models of the major global record companies and Korean entertainment companies differ and how these models affect their roles in the music industry value chain. Second, it investigates how different business models influence ESG strategy formulation and the impact of these differences. Finally, it provides guidance for developing ESG strategies in the Taiwanese music industry to maintain competitiveness and achieve sustainable development. The study first uses the Business Model Canvas to analyze the value propositions and strategies of these groups. Then, case studies of Warner Music Group and HYBE evaluate their sustainability strategies from Environmental (E), Social (S), and Governance (G) perspectives. Lastly, an interview with a veteran of the music industry identifies current sustainability challenges in Taiwan's music industry and offers recommendations for improvement, guiding future ESG strategy development.