Study On The Profit Model Of China Online Music Platforms

With the further implementation of the national intellectual property strategy,the domestic public has been paying great attention to the protection of intellectual property,copyright included.Since 2015,Sino Property Organization launched a special campaign to regulate online music copyright market.During the campaign,on-line music platforms,relying on modern Internet and data technology and its monopoly of music content distribution,have greatly promoted the development of domestic music copyright protection and significantly improved the online music copyright order.As domestic copyright market is still needed to be standardized and user payment habits are still needed to be cultivated,the research on the profit model of on-line music platforms is of great significance to further implement copyright protection actions and promote the healthy development of domestic online music industry.This paper uses normative methods including qualitative analysis,case analysis and comparative analysis to study the profit model of domestic on-line music platforms.Firstly,based on Slywotzky’s profit element theory,this paper analyzes each component and the relationship between the components of online music platform profit model and summarizes the main profit models.Secondly,taking Tencent Music Entertainment Group as an example,this paper analyzes the performance of different profit models in practical applications.By comparing with foreign platforms,the paper analyzes the differences in the construction and reinforcement strategies of profit models in different markets.Finally,on the basis of the above analysis,this paper puts forward suggestions for improving the profit model of domestic online music platform.The innovation of this paper is as follows :(1)analyze the profit situation of different profit models adopted by on-line music platforms;(2)connecting the profit model of Tencent Music Entertainment Group with its investment and financing activities,analyze different impacts on the development of on-line music platforms resulting from different investment and financing strategies;(3)analyze the importance of internal financing and leapfrog development through external investment for online music platform.