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With the rapid changes in technological innovation and business models, various emerging technologies have evolved in response to this. In addition, artificial intelligence technology has matured due to the progress of large databases. This has led to the numerous chemical changes between digital technology and human life.
Music, an indispensable element in life, has been impacted after due to the rise of streaming music platforms. The global music industry has been forced to transform, and its style has changed from the past. This has led to many new problems. Taiwan music industry used to be the center of Chinese pop music in the world and ranked second in the Asian market, but it gradually began to decline after 2000. Music, in its physical form, has also experienced sales plummets due to the impact of streaming music. Digital marketing has become a key strategy for music companies today.
The Taiwan music industry is facing a severe challenge due to not only the change from physical to streaming, but also the increasingly poor economy, which has led to a decline in sales. In the face of such a rapidly changing environment, how should a new Chinese artist approach marketing? Music companies must now use data objectively and the latest direct communicative marketing methods to eliminate irrational behavior in order to influence the inefficient decision-making of a new artist in the current Chinese pop music scene. Under the existing internal and external resources of this environment, how can different goals achieve the most effective results whilst facing fierce competition?
This study will analyze four major costs of strategic marketing as the basic framework. To explore the corresponding marketing strategies and development models as a new artist to the Chinese pop music, and thus to deduce research conclusions and make specific recommendations. Hoping to examine what kind of marketing strategy is appropriate when music companies evaluate a new artist. And to deeply analyze whether there are any links that need to be noticed and have not been considered yet. Specifically, the importance of creativity and imagination in marketing when using data analytics. In addition, to propose marketing strategy for a new artist in Chinese pop music, in order to reduce failures and increase chances of success, resulting in the best blueprint and development model.
In this digital age, music companies must change their traditional strategy models and use specialization to increase the popularity and success of a new artist. Moreover, they should implement marketing strategies through vertical and horizontal integration. The digital channel has unlimited potential and unlimited possibilities. This digital angle provides more space for creativity and experimentation. |