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B10331054 李紹寧
1.
數位音樂行銷實務期末報告 B10331054 李紹寧
2.
iTunes是一款媒體播放器的應用程式,2001 年1月10日由蘋果電腦在舊金山的Macworld Expo推出,用來播放以及管理數位音樂和與 視訊檔案,依然是管理蘋果電腦最受歡迎的 iPod與iOS裝置的檔案的主要工具之一。此外 ,iTunes能連線到iTunes Store,以便下載購 買的數位音樂、音樂影片、電視節目、iPod 遊戲、各種播客以及標準長片。 簡介
3.
功能 使用者能夠將他們的音樂組成播放清單、編輯檔 案資訊、燒錄CD、透過它內建的Music Store購買 音樂、下載播客、備份歌曲至電腦中、執行視覺 化、及時配合音樂表現生動的效果和編碼音樂成 為許多不同的音訊格式。
4.
行銷方式 4 過去在實體店面中,得逐片尋找, 想找老一點的專輯,可能面對的就 是缺貨、絕版的現實。在iTunes中 ,只要在搜尋欄中輸入歌手或是專 輯、甚至是單曲名稱等關鍵字,很 快的便能尋得自己想要的歌曲;國 內外的新歌或是老歌,絕版的經典 專輯,幾個滑鼠按鈕,立即輕鬆的 收藏。
5.
預購的便利性 5 在實體唱片市場中,隨處可於便利商店和唱 片行中輕鬆的填寫預購單,購買即將發行的 專輯。在iTunes數位平台中,一樣可以進行 預購,運用數位的便利性,預購除了無法拿 到實體贈品外,更有以下的好處: 1. 預購前可預先預聽一小段專輯中的歌曲 2. 預購後可立即下載Bonus
Track或是MV作為 預購贈品 3. 預購時可整張線上聽(Streaming)
6.
成功的因素 • 不僅在於數位下載價格的優勢、硬體的搭配與使用 者習慣的養成,同時也很巧妙的將實體唱片市場的 銷售與行銷作法,移轉到數位平台,利用數位平台 的特性、讓消費者更方便的付費取得音樂與聆聽。 當然,iTunes也有在台灣市場經營的瓶頸,「便宜大 碗吃到飽」的消費者習性之下盛行的數位音樂服務 是「KKBOX」等月租型的線上聆聽音樂服務( Streaming Service),和歐美國家等地的消費行為大 反其道而行。加上有可能會進入台灣市場的幾家國 際型線上聆聽服務,這是Apple在台灣經營要克服的 課題之一。 6
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