Research On The Fragmented Marketing Of Digital Music

With the coming of the Information Age, the value of culture industry keeps rising with this industry developing. Music industry, which is one part of the culture industry, has being stricken after getting through of digital storage, computer composing and internet communication. USA and many European countries has pioneered the recovery of the order of music industry by powerful legal system and excellent technology. However, the order of Chinese music industry cannot be established currently in the reason of weak foundation during the LP era and further uncomplete copyright law and undeveloped technology.Culture industry has become the first or second main export industry in many countries which with healthy developing in the culture industry. Under the situation that culture industry is dominated export in many countries, e.g., Europeans, USA and Japan, but China has being become the main importer, the author explored the reasons of throttling the development of music industry. According to the analysis and investigation of some new phenomena in modern social, the author finds a way to solve the problems, further prove its feasibility and suggest applications.Firstly, the author found that the problems of the current music industry chain is finally presented with "piracy" after deep investigation of the status of digital music industry and analyzing the unreasonable problems of the current music industry chain under the both marketing view and the direction of marketing ideas. Then, the problems and the nature of piracy were analyzed by reviewing literature in the field of economy, law, music and so on to find its reasons.Secondly, the author investigated the two social phenomena named "fragmentation" and "de-fragmentation, the satisfaction of the social needs, the inevitability of their appearance and the original power of those "services". Then, the internal relationship of "fragmentation" and "de-fragmentation" were analyzed deeply. It is found that the relationship is in interactive, complementary. Subsequently, the production and the service fragment were organized together to provide personal products and services for the fragmentation point. This organization is based on the establishment of the "fragmentation-de-fragmentation" interaction model via service science and complex science management, theories. It is noting that the de-fragmentation seems like a large virtual enterprise in this model. The requirement and the scope of the model, the evaluation system based on CMM theory and SERVGUAL theory were mentioned. Finally, the practice verifications of the model were conducted within different fields and different categories.Thirdly, the fragmentation-de-fragmentation model, used on music industry with by music marketing model, was used to "cure" piracy and other unfair phenomena. First, the status of digital music marketing was studied to finger out the unreasonable details. Second, it was found that the "bottle neck" of analyzing the piracy is the characteristic of the repeatable consumption of music when observing music ecosystem from music, economic, legal, technology. Third, a conclusion of the model of music fragmented marketing was made based on the truth that the current music demand and production are within the scope of the fragmentation-de-fragmentation model. Finally, this new model was verified by the cases of the succeed music fragmented marketing by Apple's iTunes Music, half-succeed Color Ring Back Tone and failed Napster's Music Share. The reasons of both success and failure were analyzed and the maturities of the marking system were evaluated, respectively.Finally, according to the evaluation of maturity for the fragmentation-de-fragmentation model, it's found that there is a huge space for development of all the current music marketing models, especially in in the fields of dancing and social interaction. Therefore the music fragmented marketing was deeply studied. First, the potential music resources and marking were analyzed and designed in accordance with the second strategy of fixing piracy. Second, the potential of digital music service platform was notional mentioned, where the platform might have three functional areas named business, entrainment and enjoyment. According to the designing, the music productions and sales will be done in the business area to realize the one-time fee and copyright authorization & settlement on net; clients can deeply communicate and interact by music game in the entertainment area; recommended service and voice products of music will be provided in the enjoyment area. Third, the core technology of the platform was initially developed to realize the line function of music creating. Finally, the impact of music fragmented marketing on music industry was analyzed.The thesis finally got the conclusion:the most serious problem in a development of the digital music industry is the piracy. From an economic point, this phenomenon is a conflict between the old relation of production and new digital productivity; but from a legal point, it is a conflict between the protection scale of copyright and music productivity in the digital Age. In order to solve the piracy problem, a reasonable relationship between music production and marketing should be established to keep the balance of science technology, economics, law and music. This thesis described a service relationship by the fragmentation-de-fragmentation model which extracted from the social phenomena of fragmentation and de-fragmentation in the environment of service economic. Then the digital music marketing model was fragmented based on the relationship and proved that it is feasible and effective. Finally, the marketing model was developed in the direction of service and proved that it has potential.