Qualitative Study: The Development of Music Business Distribution Channels to Attract Potential Customers

• 영문명: Qualitative Study: The Development of Music Business Distribution Channels to Attract Potential Customers
• 발행기관: 한국유통과학회
• 저자명: Jeong-Eun PARK
• 간행물 정보: 『유통과학연구(JDS)』제21권 제6호, 13~20쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: This research explores the development of music business distribution channels to attract potential customers based on the current and prior literature. As a result, the research will provide solutions for practitioners in the music distribution channel how they create effective channel in new industry phase which has experienced significant changes due to technological advancement and consumer behavior. Research design, data, and methodology: To obtain textual data in the literature storage, the author conducted content analysis. Even though there are numerous textual resources, selecting only high-quality text data that is only peer-reviewed journal articles and books consistently indicate a high degree of reliability and validity to keep the advantage form content analysis approach. Results: The present study figured out that there are five strategies to attract potential consumers in the music distribution channel, such as (1) ‘Marketing Mix’, (2) ‘Streaming Platforms and Online Music Stores’, (3) ‘Brick and Mortar Stores and Concerts, and Events’, (4) ‘Platforms Exclusives and Limited-Edition Merchandise’, and ‘Partnerships and collaborations. Conclusions: In sum, the practitioners need to consider include building relationships with the fans, studying and understanding their target market, utilizing multiple available distribution channels, embracing new technologies, and analyzing the effectiveness of the adopted distribution channels.

목차

1. Introduction

2. Literature Review

3. Study Design

4. Findings Based on the Literature Contents

5. Conclusions

References

키워드

Distribution Channel Retail Strategy Music Business Music Industry Customer Relationship Management (CRM)