| Summary: | 碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 101 === With the evolution of the internet, the development of digital music platforms has become a trend in the music industry. Although there are many music platforms, people seem to pay more attention to the operations of bigger platforms such as iTunes. As a result, other platforms existing in the same industry are neglected. This study looks at business models of platforms belonging to four independent music labels in different countries and discusses strategies for managing music platforms in the digital era.
This study found that non-main stream music platforms can be categorized into three different models. The first one takes Naxos’ “low-cost creation platform” as an example. Music buyers can buy music at a very low price, and music providers can maintain their business opportunities. Nettwerk’s “consumer involvement platform” represents the second type of model. Music buyers are able to be involved in the process of music production, and music providers are able to create their own brands. The third type is the “matching platform” used by Audio Network. Music providers separate out music elements and then sell them to buyers as single items. By researching these three types of platforms, this study can offer suggestions for improving the growth of music platforms in Taiwan. This study also suggests that Wind Music should offer different business models to different customer segments. For example, according to commercial usage in the music industry, a matching platform can help Wind Music to expand its market. Also, they might consider using a consumer involvement platform to serve the general public.
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