Spotify 為什麼會成功

Abstract

Spotify以免費音樂拯救音樂產業，在供需不確定下，挾核心競爭優勢成功上市。本研究係以Spotify為對象，以PEST描述其面臨的總體環境，再從經濟學原理的供給與需求、市場結構、交易成本等層面，探討成功上市背後的風險管理，而總體環境經過多年的演變，Spotify原有的核心競爭優勢已然消逝，在供需不確定無法改善、市場結構激烈競爭、又欠缺再造核心競爭優勢的成長引擎下，逐漸走向衰敗之必然發展。Spotify aims to release music industry with free music and successfully goes public with its core competitive advantage under the uncertainty of supply and demand. This study takes Spotify as research object, describes its overall market environment with PEST, discusses its supply and demand, market structure, trade cost, as well as its risk management with a perspective of economics principles. By the change of market in these years, Spotify’s original core competitive advantage has been no longer in strength. Facing a tough situation surrounding by the uncertainty of supply and demand, continuous commercial competition, and the lack of proposing a new core competitive advantage, Spotify’s inevitable decline will be foreseeable.