| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 96 === Abstract
To face the development of network and technology, the business model of tradition digital music has some drawbacks, such as unable to meet consumer fast changeable demands. Therefore, by utilizing advantages of industry’s electronic service provider aimed to eliminate the problems made by the intermediate trader. The purpose of the present study is to adopted Michael Porter’s (1985) competitive advantage model (5 Forces analysis) and value chain analysis for the direct sale in digital-musical market in order to grasp relationship of demand and supplement between musical creators and customers rapidly. Then change or elevate production management, methods or procedure for the channel. This innovation is therefore facilitating the embarrassing manner of the music industry of the digit now.
The present study adopted Michael Porter’s (1985) competitive advantage model (5 Forces analysis) and value chain analysis as the main research model in order to analysis operation of the specific musical service provider and the difficulties the provider encounter by using e-Business. The results showed that
1. Building e-Business had innovation in procedure, products, and services.
2. Market management and promotion is the key roles for successful digital music selling. However, the results indicated that building e-Business can not fully replace the intermediate trader’s (the record company) market management and promotion.
3. How the several non-mainstream music market exists which still needs to investigate in future study.
Key words: Digital music content industries, e-Business, e-Commerce, Dispelling the intermediate trader.
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