The Marketing Strategy of Digital Music Platforms in the Digital Era

Last modified: December 22, 2020
Estimated reading time: 1 min
Project Title: The Marketing Strategy of Digital Music Platforms in the Digital Era
Author: Miss Hu Qiaoyi
Advisor: Dr. Tanakorn Limsarun
Degree: Master of Business Administration (International Program)
Major: Human Capital Management
Faculty: Graduate Schools
Academic year: 2020


Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020


Hu, Qiaoyi. (2020). The marketing strategy of Digital Music Platforms in the Digital Era. (Independent study, Master of Business Administration). Bangkok: Siam University.


Music is an indispensable part of people’s life. With the development of the Internet, digital music, which is different from physical music (tape, vinyl records, CD), has affected the way people enjoy music services. A large number of digital music platforms have emerged, such as Spotify, Apple Music and QQ Music, and more and more people are choosing digital music over physical music. This has created intense competition among various digital music platforms, and how to adopt effective marketing strategies is crucial to the success of the platform. According to the 6Ps marketing theory, this research proposed five corresponding marketing strategies for digital music platforms from the perspectives of product, price, channel, promotion, power, and public relations. The study combined Chinese and international cases to provide new ideas for digital music platforms. The results of the study could help the music business succeed in the Internet age.

Keywords: Digital Music in Digital Era, Digital Music Platform, Marketing Strategy.

The Marketing Strategy of Digital Music Platforms in the Digital Era

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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