A study of current situation of music industry and possible ways to revive the business

Name: Thongrin Thongchatra

keyword: Music industry

LCSH: Music trade -- Marketing

; Consumer behavior

LCSH: Music trade -- Thailand -- Marketing

; Buying decision process

Abstract: Since revenue of the music industry has started to decline in 1990s, there has been an on-going discussion among music communities whether music is dying or not. This contemporary topic in applied marketing report is created in expectation to answer the question and provide recommendations to key players in the industry. Propositions of the report is verified by using secondary data and in-depth interviews of music experts in Thailand. Data interpretations are carried out to find determinant attribute for all music format and make predictions about future of music as well. Despite all paradigm shift and disruptive distribution technology and business model in music industry, the main key point to increase revenue is surprisingly a basic marketing principle. Consumers are willing to pay for legitimate music only when they like the artist and their songs

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hutton, James G.

Role: advisor

Created: 2015

Modified: 2021-09-01

Issued: 2021-09-01

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2015.890

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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