Platform Strategy of Streaming Music Industry: Case Study of KKBOX
Date Issued
2014
Date
2014
Author(s)
Chuang, Yu-Ting
Abstract
“Ｍusic is an engine of digital world. ” More and more consumers do not buy CDs, but purchase music services on-line. Currently, the streaming music is the mainstream of music market. The business model based on “platform.” The value chain of streaming music is totally different with original music industry. This paper started from the development of global music industry then contracted to the current situation of Taiwan market. The research reviewed platform theory, platform strategy, free model, and Online to Offline structure to explore the business model of streaming music platform. Base on the excellent operating performance, the local streaming music platform: KKBOX is the subject of case study; moreover, Spotify, the transnational streaming platform, the new entry of Taiwan market is the comparison company. The research indicates how KKBOX works. The synergy of multidimensional operation formed the counter effect from envelopment by other players; next, the O2O driven by SoLoMo (social, local, and mobile.) In brief, the actions put KKBOX to the 1st of Taiwan streaming music market and never threaten by competitors. It means the possibility of localizations to Internet industry. For future research, the strategic meger& acquisition based on advanced technology would be highly recommended. Second, how the localization and globalization influent O2O development of streaming music platform. Third, the high volume database of streaming music platform would be a good chance to apply Big-data.
Subjects
Digital Music Industry
Streaming Music
Platform Theory
Platform Strategy
Two-Sided Markets
Multi-Sided Market
Online-To-Offline
Envelopment, Free
Type
thesis
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