文創產業-音樂工作室經營策略與商業模式發展之研究

Abstract

隨著音樂產業的發展，數位音樂服務有逐漸取代實體CD銷售的趨勢；另一方面也由於網路媒體與社群網站的崛起，音樂產業必須因應且重新思考其經營策略與商業模式；本研究以音樂工作室為研究對象，透過文獻探討，運用經營管理策略規劃的SWOT分析、產業競爭力分析(五力分析)、藍海策略與商業模式開發等各種方法，並結合個案研究法方式做深度的專家訪談，以及消費者的問卷調查，整合並發展出具可行性的音樂工作室經營策略與商業模式。 首先，可以用虛擬化唱片公司的觀念，以更多的合作（異業結盟）/外包關係、運用網路媒體來做宣傳，以及數位音樂服務平台的行銷通路來降低成本。另一方面，在現今音樂、影音資訊與數量氾濫的清況下，獨特性與創意性反而是音樂創作與產品服務的主要考量。在創意內容利基型產品方面，建議以純音樂（如演奏曲、配樂等）的利基型產品為主要考量，結合環保、情境音樂來提高心靈層次，讓經濟發展中過度的物質慾望所導致的心靈空虛有所彌補，找出缺口來創造價值。在主流流行音樂市場方面，可以多考慮節日慶典來開發應景音樂（如端午、中秋、新年、情人節等等），並結合時事來創作（如林來瘋現象），不僅作品有其獨特性，又可順應時事來創造話題，透過網路媒體來提升知名度。在產品服務方面，以客製化音樂為主，針對公司團體或個人提供市場上比較缺乏、具有獨特性的價值服務，如公司團體周年慶活動、個人專屬紀念音樂（生日、婚喪喜慶等），並擴大應用範圍（如教育、醫療等）。 捨去一般主流流行音樂風格重複性較高的音樂創作，聚焦利基型的音樂產品創作，提供合理價格的客製化音樂服務，差異化的音樂內容創意開發，擴大音樂應用服務範圍與運用網路媒體、App行銷等策略的商業模式，為音樂工作室開發藍海市場的商機。

As music industry developing, digital music service website has more power to replace traditional music CD retailer channel; and in the other side, as network medium and social network grow faster, music industry need to rethink about business operation strategy and business model developing. This article is aim at music studio, through related documents review, applied with strategy planning method: SWOT analysis, five forces model, blue ocean strategy, business model generation, and integrated with case study research (expert interview), questionnaires survey, to develop business operation strategy and generate business model for music studio.

First, virtual record company concept can be applied to music studio, through cooperation (collaborate with cross industry), outsourcing, and promoted with network medium, social network, with digital music service website to reduce operation cost. In the other side, for the information overflow of music and media, creative and unique are the keys for music production. For creative contents and niche products, main considered pure music (instrumental, background music, soundtrack etc) only, integrate with environment, mood music to promote spiritual level. For popular music market, considered with festival to produce music (example: Dragon boat festival, Mid autumn festival, Chinese new year, Valentine’s day etc.), or link with popular topics (example: linsanity etc) to create music; not only for unique style, but also can catch people’s and media’s attention and become famous to promote music studio. About product and service, considering music customization to provide product and service for company, group or personal, which are short in marketing, with unique value added service. For example: company annual activities, personal dedicated music (like birthday, wedding etc.), and expand the scope of application for music (like education, medical treatment etc.)

Exclude the general, copy type style of pop music production, focus on niche music, provide music customization service with reasonable price, and develop differentiation in creative ideas; also expand the scope of application for music and take the advantage of network media, App promotion etc. in strategy and business model, to open up the opportunities of blue ocean market for music studio.