比较视域下的在线音乐出版盈利模式研究  

Research on the Profit Models of Online Music Publishing from a Comparative Perspective

作　　者：肖洋[1] 谢红焰[2] 

机构地区：[1]华东师范大学传播学院,上海200241 [2]上海交通大学媒体与设计学院,上海200240

出　　处：《出版科学》2014年第6期78-82,共5页Publishing Journal

基　　金：教育部人文社会科学研究青年基金项目"中国数字出版十年研究(2000-2010年)"(11YJC860050)的阶段性研究成果

摘　　要：分析美国在线音乐出版下载付费、付费订阅和流媒体服务模式三足鼎立的态势,指出中国在线音乐出版也基本形成了涵盖下载付费、广告创收、音乐增值服务、在线演出和跨行业衍生模式的盈利体系,但跨越式增长的用户规模未能有效转化为在线音乐出版的产业利润,由此提出中国在线音乐出版盈利模式构建的关键在于:加强音乐版权保护力度,调整产业扶持政策,建立梯级付费制度,引导用户付费观念,延伸产业链,跨业态合作共赢。American online music publishing profit models show a situation of tripartite confrontation which contains the paying for download model, the subscription model and the streaming media service model. Chinese online music publishing has basically formed a profit system of paying for download, advertising revenue, music value-added service, online performance and crass industry derivatives models. But the leapfrog growth of user scale have not been effectively transformed into industry profit yet. So the key of Chinese online music publishing profit model is that we should strengthen music copyright protection, adjust the industry policy support, establish the cascade payment system, guide the concept of paying, extend the industry chain and achieve a win-win cooperation across industry.

关 键 词：在线音乐 数字出版 盈利模式 产业链 

分 类 号：G237[文化科学]