| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === Live performance is key for independent artists and bands to gain performance experience, which includes live house and music festivals. Taiwan possesses mature music industry while mainland China has always been dominant market for Taiwan music, more and more independent artists and bands have been attracted to its prosper market. Thus we conclude the potential of coopetition of cross-strait independent music. The study aims to analyse the development of cross-strait market and the possibility of cooperation from seeking market complementarity, so that to realize the win-win of cross-strait independent music.
The study conducts a qualitative research by interviewing five senior live house managers and music event planners from both sides. The study adjusts diamond model according to characteristics of independent music and takes deep analysis on both markets according to different constructs of diamond model. Then by combing the coopetition theory, the article obtains competition conditions by concluding the market commonality and resource similarity of cross-strait independent music, and cooperation condition by concluding resource complementarity of markets, on which conclude the coopetition strategies of cross-strait independent music markets.
The analyses of study show great similarities of cross-strait independent music markets in cultural background, media environment, fans’ demand, etc. However, Taiwan side takes greater advantages of network platform in event promotion with stronger concept and subjectivity in planning work. The government is in favor of the independent music industry as well. The mainland China has various genres of music and rapid growth in numbers of live house and music festivals, which make the cross-strait cooperation more possible. Therefore suggestions are proposed that cross-strait live house managers and music event planners should take more advantage of resource complementarity of markets in order to seek more cooperation opportunities. The governments on both sides should speed up to publish related provisions in order to provide legal protection over independent music.
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