出類拔萃、引領潮流—音樂公司的經營發展策略分析：以環球音樂為例

Abstract

UMG的前身可追朔至 1934 年，歷經多次拆分與合併，現為一家領導全球音樂產業的跨國音樂公司，總部位於荷蘭。UMG 的業務主要分為音樂錄製與音樂出版，透過培訓旗下藝人、與音樂創作者簽約，並收購其他音樂品牌和作品版權，擴建其產品目錄，持續替聽眾創造音樂產品與服務。UMG 在目前音樂市場整體市佔份額最高，與另外兩間公司並列為全球三大音樂公司。

本研究以個案分析的方式為主，首先進行產業分析，以瞭解 UMG 所處產業的概況、重要技術趨勢和主要競爭者。接著，運用五力分析模型評估音樂產業的吸引力，並識別產業關鍵指標，以分析競爭態勢。隨後，探討 UMG 如何善用其關鍵資源建立競爭優勢、保持市場領先地位，並透過 BCG 矩陣評估 UMG 的事業組合，分析其成長與競爭策略。最後，總結 UMG 的發展情況、優勢和劣勢，提出未來經營發展策略的研究建議。

根據本研究之研究結果，UMG 最大的競爭優勢在於其龐大的財務資源與品牌商譽，以及多角化事業發展。隨著科技發展改變了產業結構，音樂產業不再以唱片銷售作為主要收入來源。UMG 利用其經濟資源與品牌名聲積極將音樂產品與不同領域結合，包含金融、遊戲與醫療等等，期盼能打造一個以音樂與藝人為核心的生態系，實現多方整合的商業模式，鞏固其強大的競爭優勢。

而本研究對 UMG 之研究建議為以下三點，一、精準規劃內容投資，取得產品目錄數量與品質之平衡；二、重新審視合作對象，打造自家平台達成垂直整合；三、持續發展多角化事業體，建立音樂生態圈，在科技帶動的產業變革中穩固其地位，持續茁壯。

UMG is multinational music company leading the global music industry, headquartered in the Netherlands. Its origins can be traced back to 1934 and has undergone multiple splits and mergers. UMG's business is mainly divided into recorded music and music publishing. Through artist development, signing agreements with music creators, and acquiring other music brands and copyrights, UMG has consistently created music products and services for the audience through expanding its catalogues. UMG currently holds the highest overall market share in the music industry, ranking alongside with two other major market players as the world's top three music companies.

This study adopts a case analysis approach. First of all, an industry analysis is conducted to give an overview of the industry UMG belongs to, as well as important technology trends, and its main competitors. Followed by Porter's Five Forces analysis model, the research evaluates the attractiveness of the music industry and analyze the competition using key industry indicators. The study also explores how UMG leverages its key resources to establish competitive advantages, maintain market leadership, and evaluates its business portfolio using the BCG matrix to analyze its growth and competitive strategies. Finally, the study summarizes the recent developments of the company, its strengths and weaknesses, and offers suggestions for future business development strategies.

Based on the conclusion of this research, UMG's greatest competitive advantage lies in its vast financial resources and brand reputation, as well as its diversified business development. With technological advancements reshaping the industry structure rapidly, the music industry no longer relies primarily on record sales as the main source of revenue. UMG proactively integrates music products into various fields such as finance, gaming, and healthcare, leveraging its economic resources and brand reputation to create a music-centric ecosystem. If UMG can manage to build a multi-dimensional business model, it will help to consolidate its strong competitive advantage.

The study offers three suggestions for UMG for its strategic planning in the future, including precise planning of content investment to achieve a balance between the quantity and quality of its product catalogue; reevaluate partnerships to create proprietary platforms for vertical integration; and continue to develop a diversified business portfolio in order to establish an ecosystem. This will help strengthen its leadership in the industry transformation driven by technology so it can thrive.