獨立音樂專輯「綠蕨」數位行銷與數位發行之應用與研究

Abstract

音樂為文化產業中流通性較高、無語言國界限制、容易取得傳唱也成為人們休閒娛樂很重要的一項產業。隨著數位時代來臨，加上臺灣行政院政策「數位國家．創新經濟發展方案」DIGI⁺方案推動下，行動載體的普及和網路媒體的活躍，帶動數位市場的蓬勃發展，在唱片業中數位串流也成為音樂載體中非常重要的一項產品。數位音樂與科技進步，兩者並進發展至今已徹底顛覆了唱片產業以往的銷售模式及行銷方向。 本研究將過去市場上的各式資料蒐集與彙整，藉由探討數位科技下之行銷 策略，並且利用行銷分析手法分析數位平台與獨立樂團之間的市場反應。藉此 了解市場變化及消費者喜好，從數位發行的方向討論，應用於獨立音樂專輯 「綠蕨」，進而提供獨立樂團「綠蕨樂團」之行銷策略及執行建議，並與實務做 結合應用之。

Music is a cultural industry with high circulation, no language and national boundaries, and easy access to singing. It has also become a very important industry for people's leisure entertainment. With the advent of the digital age, coupled with Taiwan's Executive Yuan's policy of "Digital Nation. Innovative Economic Development Program" DIGI⁺, the popularization of mobile carriers and the active online media have driven the vigorous development of the digital market. Streaming has also become a very important product in music carriers. The development of digital music and technological advancement has completely overturned the previous sales model and marketingdirection of the record industry. This research collects and aggregates various data in the past market, researches marketing strategies under digital technology, and uses marketing analysis techniques to analyze the market reaction between digital platforms and independent orchestras. To understand the changing of market and consumer preferences, discuss from the direction of digital distribution, to use it to the independent music album "Green Fern", and then provide marketing strategies and implementation suggestions forthe independent orchestra"Green Fern Orchestra", and combine them with practical applications.