以資源基礎理論探討流行音樂產業競爭優勢—以五月天為例

Investigating Competitive Advantage of Pop Music Industry from the Perspective of Resource-Based View: A Case Study on Mayday

10.6833/CJCU.2013.00030

廖珏存

五月天 ； 流行音樂產業 ； 資源基礎理論 ； 競爭優勢 ； Mayday ； Pop music industry ； Resource-based theory ； Competitive advantage

長榮大學國際企業學系(所)學位論文

2013年

碩士

林傑毓

繁體中文

現今許多國家積極發展文化創意產業，而流行音樂產業是文化創意產業中不容忽視的一環。如何提昇流行音樂產業的競爭優勢是值得探討的議題，然而，鮮少研究針對相關議題進行探討。本研究的主要目的為探討五月天於發展競爭優勢時所擁有的核心資源，且分析其屬性。本研究以五月天為個案對象，使用質性研究方法，蒐集五月天相關次級資料，以及參與五月天演唱會、活動出席和相關展覽等，來分析五月天的競爭優勢與核心資源。本研究將五月天發展歷程分為四個階段：胚胎期、萌芽期、成長期與成熟期；透過資源基礎理論的論述，從中分析出五月天於每個階段所擁有的核心資產和能力。 研究結果顯示五月天主要核心資源為其歌曲創作能力、組織文化以及行銷能力，之後成立相信音樂與必應創造團隊為五月天量身打造演唱會和發展新事業，使五月天逐漸邁向台灣第一流行搖滾天團。整體而言，五月天能維持競爭優勢的因素包括多角化經營、組織文化、品牌形象與塑造、行銷能力。最後，本研究根據五月天成功案例，提出台灣流行音樂產業競爭優勢發展策略，以提供相關業者參考。

While many countries are engaged in developing their cultural and creative industries, they should not ignore the development of pop music industry . It is worthwhile to explore how to raise the competitive advantage of pop music industry. However, scant attention has been paid to such a topic. The main purpose of this study is to use the qualitative research method to investigate and analyze the core competence of Mayday. In addition to participating in Mayday concerts and activities, secondary data about Mayday were collected in the study. The development of Mayday is divided into four stages: newborn, sprout, growth and maturity. Drawing on the resource-based theory, the study analyzes the core resources and abilities in each development stage. Research findings reveal that composing ability, organizational culture and marketing ability are primary core resources of Mayday. Mayday subsequently founded B’in Music to administrate concert affairs and develop other new businesses. As a result, Mayday becomes the most famous band in Taiwan. In summary, diversification, organizational culture, brand image creation and marketing ability lead to the competitive advantage of Mayday. Based on the analysis of the success story of Mayday, the present study proposes some suggestions for developing competitive advantage of pop music industry.

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