| Summary: | 碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 97 === Cell phone ring-tone download market created great revenue in 2003. However, the overall revenue tends to decline from 2006, mainly due to radical competition. Moreover, most of the mobile phones allow users to download the full track music through the internet and re-edit it. It makes the users become accustomed to using free ring-tones. The mobile content service providers are facing an unprecedented crisis.
The main purpose of this study is to explore the main impact factors for the ring-tone download market. We associated the Blue Ocean analysis tools with Grounded Theory to investigate the Blue Ocean Strategy for ring-tone download industry.
We found that the case study company use web music platform, until May 2009, accumulated 300 creative artists and 750 new songs, this music platform raise to distribution of digital music and digital product output time, only the transaction download times has not increased significantly. The mobile content service providers need to reflect the rapidly changing environment, and adopt a blue ocean strategy to meet the users need. The blue Ocean strategy for cell phone ring-tone download industry we found is as below:
1. To develop an innovative music platform, utilize the power of collective wisdom to create the users need, and create a new sales channel through mobile phone.
2. To enhance self-owned current position to act as the music consultant for record companies and mobile operators, and change the role of music foundry.
3. Make allies with different types of industry to develop fine music, through a variety of carriers to allow users easy access the preferences music, and develop the combination of music and art to create a new commodity.
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