Research On The Business Model Of International Digital Music Companies In China

Nowadays, the digitalization of music industry has become a major trend in the whole world. With the rapid development of Internet technology in China, the Chinese digital music industry has achieved rapid development in recent years. The huge digital music user groups and market scale have attracted more and more International Digital Music Companies’attention and investment in Chinese digital music industry.This paper will focus on researching the business model of International Digital Music Companies in China. Firstly, the paper will introduce the related research results of digital music and the business model by both abroad and domestic scholars. Then, the paper will analyze the development potential and problems of International Digital Music Companies in China, to make sense the feasibility and importance of the transformation of "free" to "pay".In order to deeply study the main infiuencial factors on the conversion from accepting free model to pay of Chinese digital music users, this paper will be based on the researches results of both foreign and domestic scholars and refer to the principle of Structural Equation Model to build "Value--Attitude-Behavioral Intention" hypothesis model. Next, use a questionnaire survey to collect data, and use SPSS and AMOS to do the empirical test of the model. Finally, according to the analysisi of Chinese digital music market demand characteristics and empirical research findings, combined with the three well-known digital music companies’business models, this paper will put forward some rationalization proposals to choosing and localizating the business model of International Digital Music Companies in China.