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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/131029

    Title: 數位時代下台灣流行音樂產業之行銷策略及發展模式-以《華語樂壇新人》為例
    Marketing Strategy and Development of Taiwan Popular Music Industry in the Digital Age – A Case Study of Chinese New Artist
    Authors: 袁芷蓮
    Yuan, Chih-Lien
    Contributors: 巫立宇
    Wu, Lei-Yu
    Yuan, Chih-Lien
    Keywords: 台灣流行音樂
    Taiwan Music Industry
    Chinese Pop Music
    New Artist
    Strategic marketing analysis
    Date: 2020
    Issue Date: 2020-08-03 17:44:43 (UTC+8)
    Abstract: 隨著科技創新與商業模式快速驟變,各式新興科技因應而生,加上人工智慧技術成熟及越來越有深度的大數據資料,促使數位科技與人類生活上面產生了更多的化學變化。
    With the rapid changes in technological innovation and business models, various emerging technologies have evolved in response to this. In addition, artificial intelligence technology has matured due to the progress of large databases. This has led to the numerous chemical changes between digital technology and human life.
    Music, an indispensable element in life, has been impacted after due to the rise of streaming music platforms. The global music industry has been forced to transform, and its style has changed from the past. This has led to many new problems. Taiwan music industry used to be the center of Chinese pop music in the world and ranked second in the Asian market, but it gradually began to decline after 2000. Music, in its physical form, has also experienced sales plummets due to the impact of streaming music. Digital marketing has become a key strategy for music companies today.
    The Taiwan music industry is facing a severe challenge due to not only the change from physical to streaming, but also the increasingly poor economy, which has led to a decline in sales. In the face of such a rapidly changing environment, how should a new Chinese artist approach marketing? Music companies must now use data objectively and the latest direct communicative marketing methods to eliminate irrational behavior in order to influence the inefficient decision-making of a new artist in the current Chinese pop music scene. Under the existing internal and external resources of this environment, how can different goals achieve the most effective results whilst facing fierce competition?
    This study will analyze four major costs of strategic marketing as the basic framework. To explore the corresponding marketing strategies and development models as a new artist to the Chinese pop music, and thus to deduce research conclusions and make specific recommendations. Hoping to examine what kind of marketing strategy is appropriate when music companies evaluate a new artist. And to deeply analyze whether there are any links that need to be noticed and have not been considered yet. Specifically, the importance of creativity and imagination in marketing when using data analytics. In addition, to propose marketing strategy for a new artist in Chinese pop music, in order to reduce failures and increase chances of success, resulting in the best blueprint and development model.
    In this digital age, music companies must change their traditional strategy models and use specialization to increase the popularity and success of a new artist. Moreover, they should implement marketing strategies through vertical and horizontal integration. The digital channel has unlimited potential and unlimited possibilities. This digital angle provides more space for creativity and experimentation.
    Reference: 1. 巫立宇、邱志聖(2015),銷售與顧客關係管理,台北市:新陸書局。
    2. 邱志聖,(2014)。策略行銷分析:架構與實務應用四版。台北市:智聖文化出版。
    3. Alvin E. Roth 艾文.羅斯,(2018)。創造金錢買不到的機會。台北市:天下雜誌出版。
    4. Michael D. Smith邁克.史密斯、Rahul Telang拉胡.泰朗,(2018)。3S風潮。台北市:日月文化出版。
    5. 107年流行音樂產業調查,(2020)。文化部影視及流行音樂產業局。
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107932109
    Data Type: thesis
    DOI: 10.6814/NCCU202000705
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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