| Summary: | 碩士 === 淡江大學 === 亞洲研究所碩士班 === 100 === Beside the technology development, soft power in Japan arouse attention worldwide in recent years. Japanese contents industries are affected by the development of IT as well. These result in the change of consumption patterns, and the sequence effects force every company in the industries to revise their business models.
Music, the physical goods, had turned into virtual files due to the digital revolution of music industry. More, digital music player like iPod become popular these years. The sale of CDs has continuous declined since 1998. This attributes to illegal copies and music files exchange from P2P. All situations put the music industry in a difficult position. Since that, record companies must adjust from training artists, records, promotions to sales and other aspects.
In 2003, iTunes Music Store (so called iTMS) as a leader raised a new business model in the industry,which is the service of downloaded music payment. Local companies in Japan improve business models one after another in order to make them more competitive. Also, the technology improvements on mobile devices change consumption patterns rapidly, and induce the whole industry to speed up and take reactions. On the other hand, the Internet platform such as YouTube and Myspace accelerate digital music sharing and promote campaigns, and this also accompany with legal problems. The maintenance and management of copyrights as well as loyalty income distribution are related to the benefits of the industry. Hence, the companies have to face these issues directly.
Due to the unique of Japanese music market, digital music companies have to examine all the dimensions so as to face the rapid change of consumption patterns, and make them better by organization adjustment. Using avex as a case, this thesis will analyze the situation of Japanese music industry; also discuss the internal reforms and business strategies applied during the tough ages.
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