英语论文网

Introduction
It is a revolutionary movement of the music industry into the “Digital Age”. The digital language of computers has been absorbed into nearly every aspect of our lives. With the fast development of the Internet and its relevant technology, the music industry both in the West and in China has been changing and restructuring. The purport of this essay trying to discuss is that how China’s digital music industry, especially online music markets itself by means of advertising model and the common problems existing both in the West and in China.
The Internet has been checked out and many music journals and relevant theory books and reports etc have been looked into clearly. The information collection includes getting the up-to-date events and news of the digital music industry, finding out past or new trends in the industry and some common problems that exist worldwide.
This essay will firstly discuss the contemporary music industry both in the West and in China and try to explore the common problem that exists worldwide. Following this, it will propose a solution to solve the problem mentioned above. It discusses that demassification (or target) Marketing approach could be used to market the digital music industry over the Internet by advertising model and it will give some examples relevant to the solution model.
The traditional recording industry encounters a big challenge from the digital music. More and more people are used to download music free or with a fee over the Internet. The development of online music is inevitable. Compared to the piracy in the recording industry, Internet users can download free music without having to pay a single penny because of the countless sources out there over the Internet. So if everybody gets the music without paying, how could the music publishers, artists etc survive? How could the music industry develop healthily? In the era of digital music over the Internet, it is very important to find a suitable model to market the digital music industry and balance different parts involved in it.
Survey of present music Industry in the West and in China
How to Market China’s Digital Music Industry
Reference
Alvin, Toffler. 1970, Future Shock, Random House, New York.
Al, Ries. & Jack, Trout. 2000, Positioning: the battle for your mind, McGraw-Hill.
Don, E.Schultz., Stanley, I.Tannenbaum. & Robert, F.Lauterborn. 1993, Integrated Marketing Communications, NTC Business Books, Chicago.
De la, Merced. & Michael. February 7, 2007, ‘Apple’s Chief Calls for End to Music Copy Protection’, The New York Times.
Demarthon, Jacques. May 9, 2007, ‘Record Producers Become Concert Producers’. Le Monde.
Digital music report 2009: SUMMARY, IFPI, Available at https://www.ifpi.com
Digital music research 2009, iResearch Inc, Available at https://www.iresearch.com
Findings on the state of digital music in UK 2008, British Music Rights, Available at Lee, B. 1989, Audience Responses to Media Diversification: Coping with Plenty.
Oberholzer-Gee, Felix & Kolema, Strumpf., 2007, The Effect of File Sharing on Record Sales-An Empirical Analysis, working paper, Harvard Business School.
The Analysis of the European Online Music Market Development and Assessment of Future Opportunities 2009, Jupiter Research (UK), Available at