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研究生:劉詩禮
研究生(外文):Stephen Raw
論文名稱:na
論文名稱(外文):PRODUCT DEVELOPMENT WITHIN THE MUSIC INDUSTRY:
指導教授:莊正民莊正民引用關係
指導教授(外文):Cheng-Min Chuang
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2000
畢業學年度:88
語文別:英文
論文頁數:80
中文關鍵詞:na
外文關鍵詞:Product DevelopmentMusicAsiaMarketingStrategyglobalregional
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Abstract
As we enter the new century and battle to survive in the new economy, the way in which a product is developed is becoming increasingly important. The music industry is one that is growing and evolving at such a rate that understanding both local and foreign markets is imperative in producing any new artist and product.
With products being marketed, promoted and distributed to local, regional and global markets, there are many strategic and management issues that arise. The issues of this research are:
The motivations behind this research were to investigate product management in the music industry. The dominant Asian markets present extra-ordinary examples of markets changing fast, developing at different speeds and differing in degrees of product awareness, acceptability, and wealth.
In such an environment the music industry is indeed faced with a market puzzle that is so complex, unpredictable, and excitable, that only the most acutely knowledgeable will consider entering. This study seeks to gain some insight into product management, and how this is related to challenges faced by management in developing products.
The findings of this research are as follows:
Due to the fact that markets are changing so fast, product and artist management is changing too. Unless marketing and strategy practices are evaluated and questioned, the role of product manager will just get more and more difficult.
As well as markets changing fast, niche markets are developing and disappearing at a greater rate. It seems that if those markets can be identified, and access gained, that pre-existing products will benefit.
Product definition plays an integral role in the development and continuing direction in which the artist evolves. It appears that when an artist changes in product definition or direction that A&R and marketing practices need to change in parallel.
Success is not a one-factor theorem. It appears to consist of many factors, from product make-up, market suitability, degree of product adaptation, marketing tools and promotions.
Product (and artist) adaptation also may be a problem. It appears that for a product to be suited to a market, it need not necessarily be adapted. Adaptation of a product may suggest unsuitability.
This leads to the issue of market knowledge management, an asset that appears to be increasingly important. It seems that when companies can be abreast of market conditions both in the home market and regionally (let alone globally), then and only then, can products have a chance of succeeding.
CHAPTER 1. INTRODUCTION 8
1.1 RESEARCH BACKGROUND AND MOTIVES. 8
1.2 RESEARCH PURPOSE 10
1.4 RESEARCH LIMITS 12
1.5 THESIS STRUCTURE 12
CHAPTER 2.RELATED LITERATURE DISCUSSION 14
2.1 LITERATURE INTRODUCTION 14
2.2 INTERNATIONAL MANAGEMENT RELATED LITERATURE 14
2.3 MUSIC PRODUCT RELATED LITERATURE 18
2.4 CROSS BORDER RELATED LITERATURE 19
CHAPTER 3 RESEARCH FRAMEWORK AND DESIGN 23
3.1 INTRODUCTION 23
3.2 TAIWANESE MUSIC INDUSTRY CHARACTERISTICS 23
3.3 RESEARCH FRAMEWORK 27
3.4 ISSUES DERIVED FROM RELATED LITERATURE 31
3.4.1 PRODUCT DEFINTION ISSUES 31
3.4.2 STRATEGY ISSUES 31
3.4.3 MARKETING ISSUES 32
3.5 ISSUES DERIVED FROM INDUSTRY LITERATURE 34
3.5.1 MARKET ISSUES 34
3.5.2 BRAND ISSUES 34
3.5.3 PRODUCT DEVELOPMENT ISSUES 35
3.5.4 PROMOTION ISSUES. 36
3.6 ISSUES DERIVED FROM FIELD RESEARCH 38
3.6.1 MARKET ISSUES 38
3.6.2 PRODUCT ISSUES 39
3.6.3 STRATEGY ISSUES 41
3.7 KEY ISSUES FRAMEWORK 44
CHAPTER 4. CASE STUDIES 49
4.1 CASE STUDIES/BRIEF INTRODUCTION 49
4.2 KIRORO 50
4.3 COCO LEE 李玟 53
4.4 CLON 57
4.5 SUN YAN ZI 孫燕姿 60
4.6 ARTIST/PRODUCT COMPARISON CHART 63
4.7 INITIAL RESEARCH OBSERVATIONS 71
4.7.1 MARKET OBSERVATIONS 71
4.7.2 PRODUCT OBSERVATIONS 72
4.7.3 STRATEGY OBSERVATIONS 73
CHAPTER 5. CONCLUSION AND RECOMMENDATIONS 75
5.1RESEACH CONCLUSIONS 75
5.2FUTURE RESEARCH SUGGESTIONS/ ACADEMIC PROPOSITIONS 78
6.0 BIBLIOGRAPHY 79
6.1 ACADEMIC RELATED MATERIAL 79
6.2 INDUSTRY RELATED MATERIAL 81
6.0 Bibliography
6.1 Academic Related Material
1. Alenby, G., Ginter, J., Using Extremes to Design Products and Segment Markets, Journal of Marketing Research, Vol. XXXII (Nov 1995), 392-403.
2. Jeffrey, Amos, Transformation to Agility : Manufacturing in the Marketplace of Unanticipated Change (December 1998).
3. Christopher A. Bartlett, Sumantra Ghoshal, Text, Cases, and Readings in Cross-Border Management, 3rd Edition, 2000, McGraw-Hill Publishers.
4. Ken Banta, et al, Reinventing Ketchup; How Heinz is Creating a New Global Brand
5. Shankar Basu Corporate Purpose: Why It Matters More Than Strategy (Transnational Business and Corporate Culture). (October 1999)
6. Stuart Bruchey(Editor), et al. Transcultural Business and Corporate Cultures : Problems and Opportunities, (June 1999)
7. Partha Dasgupta (Editor), et al. The Economics of Transnational Commons (Studies in Development Economics). (December 1997)
8. J., Dunning, 1993, The Motives for Foreign Production, Multinational Enterprises and the Global Economy, Ch.3.
9. J., Dunning, 1988, Explaining International Production, Introduction and Chapters 1, and 2.
10. Ghoshah and C.Bartlett, 1990, The Multinational Corporation as an Interorganizational Network, Academy of Management Review, Vol. 15, NO.4, 603-625
11. Hirsch, P.M., 1971, Sociologicaal Approaches to the Pop Music Phenomenon, American Behavioral Scientist 14, pp.371-388.
12. Erdener. Kaynak, Marketing in the Third World , Haworth Press.
13. Salah S. Hassan(Editor), Erdener Kaynak (Editor). Hardcover (May 1994)
Globalization of Consumer Markets : Structures and Strategies
14. Morgan R., Hunt, S., The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, July 1994, p20-38.
15. Kerin, R., et al., First Mover Advantage: A synthesis, Conceptual Framework, and Research Propositions, Journal of Marketing, Vol. 56 (October 1992, 33-52.
16. Levitt, Theodore, Marketing Success through differentiation- of anything, Harvard Business Review, Jan-Feb 1980, p.83.
17. Melin, L., Internationalization as a Strategy Process, Strategic Management Journal, Vol.13, 99-118 (1992).
18. Jose F., Medina, Sharon E., Beatty, Koel Saegert, Consumer Acquisition Patterns in an Industrializing Country: A study of Global Convergence of Demand, Journal of Global Marketing, Vol. 10(2) 1996.
19. Hafiz, Mirza. (Editor), Global Competitive Strategies in the New World Economy : Multilateralism, Regionalization and the Transnational Firm. =
20. Nitin Nohria, et al, The Differentiated Network : Organizing Multinational Corporations for Value Creation (The Jossey-Bass Business & Management Series).
21. Toshihiro Nishiguchi , Managing product development, Oxford University Press, 1996
22. Ouchi, W., 1980, Markets, Bureaucracies, and Clans, Administrative Science Quarterly
23. Porter, M., Competition in Global Industries: A Conceptual Framework, The Michael Porter Trilogy: Competitive Strategy, Competitive Advantage, the Competitive Advantage of Nations.
24. X. Michael Song, Mark E. Parry, The Determinants of Japanese New Product Success, Journal of Marketing Research, Vol.XXXIV (February 1997), 64-76.
25. Dean G. Van Nest, Developing Global New Products : Challenges to U.S. Competitiveness (Research for Business Decisions, No 94)
26. George S. Yip, Pierre M. Loewe, Michael Y. Yoshino, How to Take Your Company to the Global Market, Columbia Journal of World Business, Winter 1998. P37.
6.2 Industry Related Material
1. Act Development Seen as Crucial, Billboard, 06/20/98, Vol 110, Issue 25, p.66.
2. Burpee, G., Wall, C., Merchants and Marketing, Billboard, Vol 108, Issue 43, Asia Pacific Quarterly.
3. Burpee, G., Challenges Await in Tempting Asian Markets, Billboard, 5/25/96, Vol. 108, Issue 21, p3.
4. Carmichel, M., Before E-Commerce There was Branding, Advertising Age Business Marketing, Nov 99, Vol. 84, Issue 11, p.40.
5. Crain, R., Brand Giants Fnd that going global means getting local, Crain’s Chicago Business, 03/06/2000, Vol.23, Issue 10, p11.
6. Daswani, M., Local Repertoire Still Dominant, Music Business International, Jun98, Vol8., Issue 3., p.27.
7. Flanders, S., Focus on Selling Your Artist, Not Records, Billboard, 08/29/98, Vol. 110, Issue 35, p.8.
8. Hyun-Jin, C., Campbell, D., The Next Sounds You’ll Hear, Billboard, 05/16/98, Vol. 110, Issue 20.
9. Jeffrey, D., The evolution of e-music and its Consumers, Billboard, 03/04/2000, Vol. 112, Issue 10, p104.
10. Kashani, K., Quelch, J., Can Sales Promotions Go Global, Business Horizons, May/June 1990, Vol.33, Issue 3, p.37.
11. Kotabe, M., Murray, J., Linking Product and Process Innovations and Modesl of International Sourcing in Global Competition: A Case of Foreign Multinational Firms, Journal of International Business Studies, 1990, Vol. 21, Issue 3, p.383
12. Levin, M., Shiny, Impenetrable Images and “A Schedule from Hell”; Marketing Sino-Pop Idol, Billboard, 2/24/96, Vol. 108, Issue 8.
13. Levin, M., BMG Raffles Asian Pop with New Acts, CD-Rom Release, Billboard, 9/10/94, Vol.106 Issue 37, p74.
14. Mays , R., Coco to US: Do you Want my Love?’, Billboard, 01/22/2000, Vol 112, Issue 4, p.18.
15. McClure, S., EMI Quest: Asian ‘Macarena’, Billboard, 2/22/97, Vol. 109 Issue 8 p37.
16. McClure, S., Asian Star Comes Home for Her US Debut, Billboard, 11/20/99, Vol.111, Issue 47, p90.
17. McClure, S., Britpop makes waves in Asia as Japan says ‘Lets UK!’, Billboard, 1/6/96, Vol.108, Issue 1, p.37.
18. Newman, M., Global Strategy Critical for Sony Executives Mottola and Bowlin, Billboard, 5/18/96, Vol 108 Issue 20.
19. Pride, D., Global Dance Acts Swirl Together in Sony’s Pool, Billboard, 12/13/97, Issue 50, Vol. 109, p.5.
20. Pride, D., Breaking Acts Can mean going global first, Billboard, 10/17/98, Vol.110, Issue 42.
21. MP3 Could Restructure Views on Music, New Bytes News Network, 03/13/2000
22. Reece, D., Slow Build Strategy Paying Off for Labels, Billboard, 12/21/96, Col 108, Issue 51, p.1.
23. Sacharow, Anya, Sony Creates New Online Unit, Adweek─Eastern Addition, 03/30/98, Vol. 39 Issue 13, p.99.
24. Spending Less, Achieving More, Music Business International, June 98, Vol. 8, Issue 3, p.25.
25. Tsang, A., Artist Marketing ’98,: Perils and Opportunities, Billboard, 05/16/98, Vol.110, Issue 20.
26. Universal Music Group and Realnetworks Form Alliance, PR Newswire, 01/09/2000
27. Wentz, L., McGill, D, World Brands, Advertising Age International, September 1997, p.111.
28. White A., Burpee, G., Asian Music Conference Targets Economy, A&R, Billboard, 05/30/98, Vol.110 Issue 22, p.7.
29. Woodward, S., Raising Brand, SHOOT, 07/16/99, Vol. 40, Issue 28, p7.
30. Wong, V., Sam Duann, Billboard, 01/22/2000, Vol. 112, Issue 4.
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