The Strategic Change Of Rock Music

The thesis tries to analysis the development status of music industry and the problem of the existing problems faced by the international record industry. It mainly focuses on how the record industry challenges itself under the endless emerged new technology and new media. The rapid development of Internet and Wireless Value-add service cause many small scale record company go bankrupt under the threaten of the pirate. The five biggest record company have to seek new opportunity in the new market.Through the description of digital music marketing status, marketing strategy, product orientation, enterprise merged and the research of Rock Music International Group, the thesis expatiates how the Group made a decision of strategy change. With many cases, the author also analyses how the Group enters into the business of internet and wireless value-add service industry, how it utilized the own resources and advantages, thereby became a high-tech industry group of traditional music and digital music entertainment company and, build up a good example in traditional record industry.