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    Title: 美國線上音樂平台Conquer Entertainment 之商業模式與迷消費探討
    The Research of the Business Model and Fans’ Consumption of an American Online Music Platform – Conquer Entertainment
    Authors: 劉光倫
    Contributors: 陳秉訓
    劉光倫
    Keywords: 數位音樂
    平台經濟
    迷消費
    社群媒體
    生活型態行銷
    Date: 2016
    Issue Date: 2016-09-01 23:38:20 (UTC+8)
    Abstract: 音樂是藝術領域的一門分支,也是表達情感的一種方式。而音樂產業是文化創意產業中重要的一環,音樂產業在音樂的載體出現之後,由於資訊科技和全球化的發展影響,音樂載體的格式進入數位化時代,人們在網路平台上面創造了許多破壞式創新的商業模式,也由於音樂載體數位化的關係,傳統的唱片廠商開始被動或轉向線上的平台模式經營,以對付搶食線上音樂市場的盜版或非法下載。
    音樂產業的消費者,有些對於音樂創作者或歌曲形式屬於更為著迷惑熱衷的程度,往往可被稱之為「迷」,而音樂迷因為其心理情感的認同所產生的音樂消費則牽動了音樂創作者背後的龐大商機。迷的理論多以心理學或社會學的觀點出發,較少在商業上應用的型態,而傳統唱片產業往往只著重在音樂的行銷手法和音樂相關的產品服務上面,而美國的一個線上音樂平台Conquer Entertainment推出了一個商業模式來引導和一對一服務消費者從音樂消費到非音樂相關的消費。
    本研究透過質化分析的個案研究法,欲研究以下問題(1)Conquer Entertainment之音樂創作者和其樂迷在社群媒體上之互動如何影響其消費行為;(2)比較線上音樂平台與傳統唱片音樂產業價值鏈的異同,以及研究線上音樂平台Conquer Entertainment之商業模式;(3)探討此形態的商業模式在台灣或華語樂壇是否適用於推廣音樂創作者及其他相關產品與服務。
    經過音樂產業價值鏈流程分析九宮格商業模式分析了該平台,以及其SWOT矩陣交叉分析以了解線上音樂產業的變化和相關平台可行的價值鏈分析,最後得到以下幾點不同於唱片產業的結論:(1)社群媒體不同於傳統大眾媒體的雙向互動特質藉由社群媒體的互動帶動迷和消費者音樂以及非音樂產品的消費;(2)價值鏈上的關鍵要素也跟藝人與迷的互動息息相關,線上音樂平台相同的是音樂創作本身仍是主要核心,不同的地方則是由於實體音樂銷量下滑,需要藉由不同的行銷方式來增加非音樂相關產品的消費;(3)給予建議若該平台的商業模式若套用到台灣或華語樂壇的音樂市場,可行的方法則是利基在獨立音樂藝人和新秀歌手市場,最終給予未來研究方向。
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    Description: 碩士
    國立政治大學
    智慧財產研究所
    100361005
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1003610052
    Data Type: thesis
    Appears in Collections:[智慧財產研究所] 學位論文

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