環球國際唱片股份有限公司

官方網站：http://www.umusic.com.tw/

企業簡介

Universal Music Group consists of record labels Decca Music Group, Deutsche Grammophon, Interscope Geffen A&M Records, Geffen Records, Island Def Jam Music Group, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Philips, Polydor Records, Universal Music Latino, Universal Motown Records Group, and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalog of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes eLabs, a new media and technologies division, and Universal Music Mobile.

議題摘要

如何成功打造數位音樂的商業模式（行銷，通路，定價，藝人定位策略）？
※ 數位音樂包含手機及網路
企劃書所需事項：

1. 從大環境分析後找出重點，配合本議題進行思考，藉以從中找出企劃方向，並提出你們在這個方向下的個別創意與見解
2. 每個作法或建議最好有依據或數據所得的結論支持，盡量避免憑空跳出沒有立論根據的說法或創意
3. 需透過消費者訪查，發現消費者如何看待數位音樂消費行為、定價模式及行銷手法
4. 需提出清楚的執行方案、效益說明與執行預算