The Research On Profit Model Of Chinese Digital Music Platform

In the early stage of digital music entering the Chinese music market,it became popular quickly by music users because of its easy access and easy dissemination.Affected by many factors such as policy,technology and consumption concept of users,the profit model of digital music platform is constantly being explored,and the society pays more and more attention to its in-depth,innovative and practical research.The formation and use of the profit model of China's digital music platform is greatly influenced by the changes in the music market environment.Due to the late entry of capital,it has also subverted the traditional music production,dissemination and distribution methods.The profit pattern of China's digital music platform has a long period of development,and the development of the elements in use is not perfect,leaving many hidden dangers for the optimization and adjustment of the profit model.After the arrival of the first year of digital music property rights in 2015,emerging copyright operating income will develop into one of the mainstream profit models of China's digital music platform in the future.At present,there are still problems in the application of the profit model of China's digital music platform,mainly due to the lack of innovation in the development of profit points,the threat of sustainable development of existing advertising revenues,and the lack of profit target development and partial users.Some users need to be explored;potential profit sources are lost;profit leverage is highly homogenized,and branding features are lack of platform competition.The problems in the application of the profit model of China's digital music platform,in order to achieve optimization,we can increase differentiated production,pay attention to individualized needs of users and explore diverse profit models.Specifically,in the realization of differentiated production,the development of long-tail music products and long-tailed singers as a breakthrough to achieve the production of featured content,while establishing a characteristic value-added service system,enhance users' sense of dependence and belonging to the platform.In terms of users' demand,it is necessary to segment the user market and to explore potential profit sources from niche users and potential users;explore the diversified profit model on the premise of fully paying attention to solving the problem of digital music piracy.According to the platform positioning and characteristics,developing new revenue sources and publicity channels,and exploring the profit model suitable for each platform.