Brand Construction Case Study Of A8Group Co. Ltd.

With the continuous development of technology and the Internet, digital music replaced old-fashioned phonograph record, vinyl disc, cassette, CD, etc., which have been gradually eliminated in the field of music. Digital music makes music spread freely, completely subverting the traditional music business model. So far China’s domestic digital music industry influenced by technology has become an integral part of cultural industries. Internet and communication technology has significantly changed production, consumption and circulation patterns of music industry. Changes in the market environment require that enterprises must conform to the trend of transformation and business model innovation, establishing a strong corporate brand in the re-shuffling of the market. Only with a strong brand and a unique business model, enterprises could be invincible in the market.Founded in May2000, A8Digital Music Co. Ltd.(hereinafter referred to as the A8) is a domestic leader digital music company. After12years of development, A8has made successful transformation and established a strong corporate brand in the nationwide digital music field. It has been proved that Brand positioning and business model of A8are successful, which can provide a reference for the transformation of cultural enterprises. This paper gets a relationship between the brand and the business model by demonstrating how A8Music Group’s to build the brand.This paper research brand building of A8Music Group basing on the case study. Part one of paper describes the background, significance and research ideas; Part two describes the overview of the theory; Part three describes the development of Chinese digital music and A8Music Group; Part four analyzes the case; Part five gives the conclusion.The paper uses qualitative analysis and a combination of theory and data to study the case of A8.From three aspects—he A8brand positioning, business model innovation, the interaction of brand positioning and business model—we come to a conclusion:Corporate brand positioning and business model innovation must be closely related; Brand must be taken into consideration in the race of the business model; Business model innovation must be guided by brand positioning.