Research On Post-evaluation System Of Online Music Business Model

Nowadays, business competition is no longer about product, but about the business model. With the continuous development of Internet technology and digital information technology, the traditional music industry has suffered tremendous challenge, even the traditional music industry chain is gradually being replaced by the online music industry chain. The online music industry chain, resulting in the traditional music business model cannot adapt to the new market environment, cannot meet the needs of enterprise survival and development. So it’s necessary for enterprises to establish an online music business model. Although there are many domestic enterprises in exploring how to build the online music business models, so far, none is success. And there are also many problems about used online music business model. Therefore, researching online music business model evaluation system is useful to the company to choose and build a new business model, improve existing business models.Research on business model from the theoretical point of value chain, help the enterprises to adapt to the current context of economic and technological development increasingly competitive environment. The purpose of this paper is to build a post-evaluation system of online business models, from the perspective of the industry value chain, after the introduction of the concept post-evaluation, which is also in line with the development trend of business model research.Firstly, this paper summarized the concept of the business model, elements, and evaluation methods. And it introduces the concept of value chain theory and post-evaluation. Secondly, the paper research the influence which caused by the change of music industry chain. And defined the subject of value, value activity of online business model. Then, this paper builds a post-evaluation of online business model, according to SDBSC. Finally, choose two native music companies to do research to make sure whether the evaluation system is reasonable and effective. And put forward some proposals to improve online business model.Through research the paper has made the following findings:it makes a point that the value of the online music business model should include the economic value of online music business model should include economic value, organizational values and customer value; this paper builds a post-evaluation index system of online business model with considering of value proposition, value network, value four dimensions, such as building maintenance and value realization of online music business model; the paper confirmed that user free spending habits hinder the development of the online music industry, and online music companies can attract more customer value proposition by presenting offers differentiated personalized music service to improve the ability of sustainable and profitable enterprises.The innovation of this paper lies in:First, introduced the concept of post-evaluation in the evaluation of the online music business model, and evaluate the online music business models through the establishment of post-evaluation model; Second, this paper introduces the industry value chain theory in analysis of the structure of the online music business model, define the value subject of the online music business model, and try to comments on the online music business model systematically and clearly from the perspective of the industry value chain. Build a online music business model post-evaluation system involve customer level, the internal process level, financial level, the partner level, the social level, the learning and growth perspective.