A Study on the Competitive Dynamics and Business Model of the Taiwan Pop Music Industry in the Digital Epoch
Date Issued
2006
Date
2006
Author(s)
Huang, Shu-Chun
DOI
zh-TW
Abstract
During the past twenty years, Taiwan’s pop music industry has not only played a dominated role but also served as the hub of the Chinese pop music. With the burgeoning development of the digital content industry, e-commerce and M-commerce and the inevitable trend of media integration, pop music industry in Taiwan has encountered enormous changes and brutal challenges from outer or inner environment. Thus the market value of the pop music industry has plunged dramatically.
This thesis canvassed the Taiwan pop music industry both theoretically, including the value chain analysis, five-force analysis, co-optition theory, key success factors analysis and the business model analysis, and empirically, inclusive of the author’s longtime observation and understanding, together with experiences from senior industry practitioners. We find that key success factors in the past will still be prominent and the major difference hinges upon the object of the selling behavior, which will transform from the selling of CDs into the promotion of the Stars or Artists.
We also expect that record companies will transform their business model into the so-called cross-media entertainment service companies possessed of brokerage rights, copyrights and capabilities of pricing stars and artists. In addition, the establishment of the Star Value Index will help determine the invisible value of an artist. Although the multifaceted digital content platform has become a substantial channel and Mainland China has taken Taiwan’s place as the main battlefield for Asian pop music industries, as long as the conversion of the record companies in Taiwan is successfully achieved, they will definitely continue to take the lead and their creativities and capabilities will surly blossom in the nearby digital era.
Subjects
流行音樂
數位時代
競爭動態
競合理論
商業模式
Pop Music
Digital Epoch
Competitive Dynamics
Co-optition
Business Model
Type
thesis
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