The digital era has brought enormous changes to traditional industries, among which the music industry has been particularly hard hit. Unauthorized downloading and file-sharing on the internet has significantly threatened the viability of the music industry. Reduced sales, as much as one-tenth of previous sales, have caused closure of many companies. The market territory has also shifted constantly. The future of the music industry relies on how it can address these changes.
In addition, the rise of wholesale retailers that emphasize lower costs and quantity price discounts has also worsened the prospect of the music industry. Traditional music retailers have little profit margins to compete with these chained wholesale retailers. Losing market access, the sales and profits for pop music continue to decline, let alone "non pop" music, such as Buddhist music. The author has been a producer of Buddhist music for years and runs the Buddha Cloud Music Production House. Facing these changes, in this thesis he presents a new marketing strategy, deviated from traditional business sequence of production, recording, marketing, and retails. This strategy includes: (1) directly promoting his works to Buddhist temples; (2) marketing through mass media, such as newspapers and Buddhist TV channels; and (3) a total access marketing approach using online e-business programs. The author details how he used this strategy to successfully promote his works of Buddhist music produced in his studio. It is expected that the proposed strategy can shed some light on the marketing of other industries that face similar challenges.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0718105-004840 |
| Date | 18 July 2005 |
| Creators | Tseng, Ming-hung |
| Contributors | Pei Chao, Tsuang Kuo, Iuan-Yuan Lu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0718105-004840 |
| Rights | campus_withheld, Copyright information available at source archive |
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