數位音樂平台之經營模式與價值再造分析-以KKBOX及iTunes Music Store為例;Management Model and Value Re-Creation Analysis of Digital Music Platform – A Case Study of KKBOX and iTunes Music Store

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题名:	數位音樂平台之經營模式與價值再造分析-以KKBOX及iTunes Music Store為例;Management Model and Value Re-Creation Analysis of Digital Music Platform – A Case Study of KKBOX and iTunes Music Store
作者:	沈政輝;Shen,Cheng-hui
贡献者:	資訊管理學系在職專班
关键词:	價值再造;數位音樂;經營模式;關鍵成功因素;digital music;key success factors;management model;value re-creation
日期:	2013-05-23
上传时间:	2013-06-19 15:26:21 (UTC+8)
出版者:	國立中央大學
摘要:	過去十年，可稱是音樂載體發展最快速的時代，因科技的進步改變了數位音樂平台的經營模式，但數位音樂平台最重要的資產為數位內容，然而數位音樂內容多為唱片業者所掌握，故可知平台營運商與唱片商的緊密合作，實為數位音樂平台經營之關鍵。隨著數位音樂的普及化，以數位音樂載體結合線上音樂平台的創新服務模式，成功打破傳統音樂銷售上的窘境，帶動音樂價值鏈的改變。唱片業者與平台營運商兩者間的緊密合作，透過彼此的力量，更提升整體數位音樂產業的競爭力。本研究整理相關文獻，針對經營模式、電子商務企業潛在價值創造與關鍵成功因素等進行歸納與分析。其次，本研究以國內外數位音樂平台最具代表性的兩家廠商，分別為Apple iTunes Music Store與KKBOX作為研究對象，並深入探討兩者之經營模式差異與電子商務企業潛在價值創造過程，包含價值鏈、資源基礎理論、熊彼得創新、交易成本、策略網絡等理論，深入探討兩家個案公司彼此間之競爭策略，歸納出其關鍵成功因素。本研究結果顯示，兩家個案公司皆積極爭取唱片公司的加盟與合作，提供多元化內容來豐富其數位音樂平台，甚且不斷嘗試各種平台資源整合技術來提供顧客優質使用者經驗，從錯誤中找出問題點並解決，建立企業之成功模式。數位音樂平台的關鍵成功要素可歸納為數位內容、經營模式、品牌價值、使用者經驗、優質服務等因素，兩家個案公司皆積極朝這些面向發展，並期待有所突破，為公司帶來源源不絕的利潤。本研究亦發現數位音樂平台進行經營模式創新策略確有其必要性，因地制宜研擬相關策略，符合在地化需求，持續維持個案公司自身優勢，同時放眼海外市場找尋機會，利用跨業合作來創造商機。The last decade was the time when music downloading software was developed at the fastest rate. Technology advancement has changed the management model of digital music platforms. Given that the most important asset possessed by digital music platforms is digital content that is mostly controlled by music companies, the success of managing digital music platforms lies in close cooperation between platform operators and music companies. Due to the prevalence of digital music, innovative services that integrate downloading software with on-line music platforms have led to successful breakthrough from stagnated music sales and to the change of value chain in music industries. The close ties between music companies and platform operators have enhanced the competiveness of the overall digital music industries.This research reviews relevant literature and analyzes the management model, creation of potential e-business value, and key success factors. KKBOX and Apple iTunes Music Store, the two most representative digital music platforms at home and abroad, are taken as the case study. The two companies’ differences in management model and process of creating potential e-business value are examined. From the perspective of value chain, Resource-Based View, Schumpeter Innovation Theory, Transaction Cost Theory, and Strategic Network Theory, this research investigates the two companies’ competition strategies and makes a conclusion on key success factors. The results indicate that the two case companies both strive for alliance with music companies to enrich digital music platforms with a variety of content. By trying different resource integration techniques to provide clients with excellent user experience, the two companies fix mistakes and build a successful business model. The key factors for successful digital music platforms are categorized into Digital Content, Management Model, Brand Value, User Experience, and Excellent Services. The two case companies both actively move toward these areas in hope to make a breakthrough and benefit the companies. This research also discovers that innovative strategies are needed in managing digital music platforms. Business opportunities can be created through localized strategies that satisfy the local needs, maintenance of existing strengths, and expansion of overseas market presence and cross-industry cooperation.
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