标题: 音乐产业成功的免费增值商业模式
Successful Freemium Strategy in Music Industry
作者: 蒋宜达
Chiang, Yi-Ta
唐璎璋
企业管理硕士学程
关键字: 免费增值;商业模式;策略;盗版音乐;线上音乐生态;Freemium;Business Model;Strategy;Spotify;Piracy Music;Online Music Ecosystem
公开日期: 2015
摘要: 音乐产业从以往贩售实体唱片的模式逐渐转变成销售数位型态和周边商品,这改变使得整个生态系统也跟着不同。传统音乐产业的平台着重在唱片公司。而唱片公司和艺人合作并替他们制作音乐,另一方面则向消费者推销唱片形成一个双边市场。然而当科技进步,数位产品以及线上付费机制的完整催生了新的音乐生态。在新的音乐生态,涉及的脚色也和传统生态不同,无论是唱片公司或线上音乐商店都亟需找到新策略来因应这个新生态。

Spotify就是一个在新音乐生态下成长的公司。而它在这个新生态的策略是尽可能地在一开始吸引使用者,最后把他们转为付费会员,也就是使用所谓的免费增值商业模式。这种模式在双边市场非常普遍,可是Spotify却有着不太一样的模式使它能够在特定时期快速的成长。即使大多数的公司都利用免费增值模式来营运,他们却没有达到创造价值的目标。而Spotify选了特定的策略成就了他们特有的模型,导致最后他们的利润来源可以和其他人有明显的不同。
Music industry has changed from providing physical goods to digital format and peripheral goods that forces the whole ecosystem to change as well. Traditional music industry was established on platforms that focus on record labels. Record labels work with artists and manufacture music for them, in the other side promote the music to customers thus build up a two-sided market. But as the technology improves, the digital format music can be transferred rapidly and people tend to shop online, a new ecosystem for music industry emerged. In this new ecosystem, players that involved in it were quite different and companies, no matter record labels or streaming music companies are eager to find new strategies for competition.

A new streaming music company, Spotify, had arisen in this field with a business model that differs from traditional record labels. The strategy they took in this new ecosystem is attracting as many people as they could in the beginning and then turns them into paid members, which is so-called freemium model. This model is very common when a company wants start a new business in two-sided market. But Spotify had a very different business model from other streaming music companies so it can grow fast at certain times. The reasons how it accomplishes this is determined by its strategies that are very different from other companies. We will see even most streaming music companies use freemium model to start their business, the problem is most companies are running a business with no value added; however, Spotify selected some strategies that enable to create value in their own business model, so eventually there would be a big difference in their revenue sources.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070253016
http://hdl.handle.net/11536/127101
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