Study On Industry Chain Of Mobile Music Based On Value Innovation

In recent years, both boom of online file sharing and customers' spending much more expenditure in other entertainment fields result into shrinking of traditional music industry. Against the increasing recession of traditional music industry, mobile music service, shortly after its emergence, is treated as the straws by traditional music industry, and also regarded as one of the most profitable 3G applications by the carriers.Success of mobile music profits from, on the one hand, its sharp capture of customers' requirements aiming at mobility and customization, by which, the customers are offered excellent experience, and from, on the other hand, its innovation in the industry chain consolidation and industry chain operation business model. From its very beginning, mobile music develops rapidly in China, however, each company is trying to build the brand, determine the delivery methods and user experience because of the lack of a clear market leader at present. Compared with advanced international carriers, especially those in Japan and Korea, China mobile music faces obvious gaps in tracking and mining the customers' requirements, and is behind in many domains, such as industry chain consolidation, profitable business model, industry chain cooperation and supervision. All the gaps show that success of wireless music is not only a technical issue, but result of customer value innovation and industry chain value innovation.The paper analyzes mobile wireless music from the view of value innovation. After analyzing the market trends of mobile music and related industries, it detailedly analyzes the components of wireless music industry chain and the relationship among them, with the help of industry chain and value chain theory. Then, it takes full advantage of value innovation theory to abstract value innovation framework used in this paper; that mobile music industry chain is studied from the views of both customer value innovation and industry chain value innovation. Then, it further studies the mobile wireless music industry chain innovation experience from Japanese and Korean carriers, and analyzes the business operation model that adapts to mobile music industry chain development. In the end, the paper analyzes china mobile music market trends and present situation of industry chain development, comprehensively studies the issues that appear in China mobile music industry chain development by means of contrast, and proposes the developing solution accordingly. The paper is expected to provide reference for China mobile music development and innovation.