| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 96 === The digital technology along with the internet strongly affects the conditions and scale of the global music industry. The record’s consumer society in Taiwan is even worse due to the widespread of illegal copy and the disregard of the Copyright Acts. In the past, people used to buy records from the record store. However, the change of consuming habits resulting from the rise of complex supermarkets, shopping malls and the warehouse stores oppresses the traditional record retailers who insist on their proficiency and service. For this reason, the research will focus on the interaction between the non-pop music retail sales marketing and consumer’s re-buying will herewith to realize their consuming habits.
The research begins with the instruction of the non-pop music retail sales business and discusses the marketing issues including sales, products and promotions that affect consumer’s re-buying will along with the survey of consumer’s “care” & “satisfaction”.
Music is around the world and music is a part of every culture. Plentiful artistic creation reflects each culture’s essence and diversity. An affecting melody can enrich a motion picture. The atmosphere and ambiance become elegant when music is playing. Non-pop music reveals the spirit of the music and makes our lives more beautiful with its simplicity.
By way of case study, we can realize that individual needs always affect customer’s cognition and decision. The research offers referable materials for the administration of retail sales in every industry and helps proprietors meet their customer’s need when the M society is oncoming.
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