【作者】 孙伟；

【导师】 傅利平；

【作者基本信息】 天津大学 ， 工商管理， 2012， 硕士

【摘要】 音乐!在维基百科的解释是:由有组织的声音来表达人们思想感情、反映现实生活的一种艺术就是音乐。在我们人类祖先拥有语言以前,就拥有了通过声音顿挫高低,表达自己思想和感情的能力。几千年来,音乐一直通过不同的形式,潜移默化地来影响人类的心灵,表达人类的感情。有人形象的说:音乐,是用来触动人内心最柔弱那一部分的旋律。在数字音乐格式出现之前,音乐通过老式的留声机唱片、黑胶碟、卡带、CD进行存储传播,它们都代表了不同年代人对音乐的美好回忆!但是随着数字音乐的发展和普及,彻底颠覆了传统音乐模式;也让音乐得到了最自由,最广泛的传播。目前,在我国国内,数字音乐产业也已经占据了非常重要的地位。传统音乐产业、电信运营企业和数字技术新贵们争相进入这一领域,一批具有一定规模、拥有各自竞争优势的代表性企业相继涌现,对在中国市场条件下发展数字音乐产业进行了大量的探索和尝试。本文论证的目的是为了帮助滚石移动集团厘清在数字音乐领域的发展战略。所以先是从概念层面出发,阐述了数字音乐领域的相关概念和回顾了至关重要的发展法则;然后详细介绍了目前全球数字音乐领域的发展现状和我国数字音乐领域发生的一些问题,并突出介绍了无线数字音乐领域的情况;同时重点结合滚石移动集团面临的各种具体状况,最终针对性的提出滚石移动集团的数字音乐发展战略。在研究方法上,笔者采用的是理论与数据分析相结合、对比分析、定性分析和实证分析的方法,并结合必要的图表和数据,加强结论的说服力。本文提出滚石移动集团,要认清数字音乐发展的趋势,坚定发展数字音乐的决心;结合目前国内的形式,要重点发展无线数字音乐应用,搭建属于自己的核心内容平台;充分利用最新的音乐社区理念和云分享技术,涉猎整个数字音乐的上下游产业链。将自身打造成为数字娱乐领域里最有价值的公司。提供最优秀的数字娱乐服务给消费者。更多还原

【Abstract】 Music! In the Wikipedia, music is explained as an art which organized by the people’s voice to express thoughts and feelings, to reflect real life. Before our ancestors were able to conduct the language, the human beings had the ability to express their thoughts and feelings by sound frustrated. For thousands of years, music has been to influence the human mind, the expression of human feelings in subtle way through different forms. Some people say it vividly: music is the kind of melody used to touch the most delicate part of one’s heart.Before the advent of the digital music format, music is stored and communicated by old-fashioned phonograph records, vinyl, cassette and CD. They all represent different generation’s memories of music! But with the development and popularization of digital music, the traditional music mode is totally revolutionized; it also allows music to be the freest and most widely disseminated. At present, in our country, the digital music industry has occupied a very important position. Traditional music industry, digital technology, telecom companies and upstarts are competing to enter this field, a group of representative enterprises which possesses a certain size and have their own competitive advantages emerged. They have a lot of explore and try to develop the digital music industry under the Chinese market conditions. This essay is intended to help clarify the Rock Mobile Group in the field of digital music development strategy. So, the essay is started from the conceptual level to describes the field of digital music concepts and review the critical development rule; then it details the current global status of digital music development and the problems in digital music field in our country, and highlights the situation of wireless digital music field; while focusing with a variety of specific conditions which the Rock Mobile Group faced, it ultimately advises the Rock Mobile Group’s digital music strategy.As for the research methods, the author uses a combination of theory and data analysis, comparative analysis, qualitative analysis and empirical analysis of the method, combined with the necessary charts and data, strengthen the persuasion of conclusion.The author suggest that the Rock Mobile Group should recognize the digital music trend, firm the commitment to the development of digital music; with the current domestic situation, the group should focus on the development of wireless digital music applications, to build own core platform; take full advantage of the latest music community and cloud share technology, cover the entire digital music industry chain upstream and downstream; build itself as a most valuable company in digital entertainment field; provide consumers the best digital entertainment services.更多还原