原创数字音乐平台将整合数字音乐产业链，围绕个体音乐人为主体以制作、发 表、展示、交流、分享、订购原创音乐作品和包装、推广原创音乐人为服务核心。将 利用先进的网络数字音乐技术、以开创全新的原创数字音乐运营模式，为国际、国内 唱片公司、广大原创音乐人、歌手、电信运营商、SP 服务商、音乐设备厂商、录音棚 工作室、音乐网站、音乐社区以及其它数字音乐相关产业人员等搭建起广泛密切的沟 通与交易平台。平台旨在通过整合数字音乐下游用户市场的同时，涉足上游个体音乐 人市场，对音乐人、音乐作品市场开放平台，向下游音乐用户进行内容输送和活动传 播，打通 YL 公司在音乐市场上下游之间的传输通道功能，使原创数字音乐平台成为国 内领先的音乐作品创作平台，并具备较高的音乐媒体传播能力。 首先，对数字音乐宏观环境和市场规模分析，主要从最终消费者对音乐、数字音 乐的使用、消费习惯以及数字音乐对我们生活的影响着手，引入音乐产业介绍，再从 国内外关于原创数字音乐研究现状进行分析，引入本文一些研究内容和研究方法，提 出一套完整的解决方案。 其次，YL公司是一家以平台打造，内容发行、营销推广为主要服务内容的IT服务 企业和新型互联网公司。对公司经营现状以及背景进行介绍，特别着重阐述公司未来 几年的战略规划以及最近几年的战略转型情况，引出公司对建设原创数字音乐平台的 优势和必要性，随同介绍数字音乐方向竞争环境和现状，找到公司介入市场的机会。 然后，通过对战略目标、运营管理、盈利模式的研发分析，根据对平台 5 年期的 收入、支出、利润、资产、负债、权益等方面的预估与评测,再结合利用净现值 (NPV)、内部收益率(IRR)和投资回收期等投资工具的使用和计算，来判断本平台是否 具有投资价值，并验验证其发展前景，同时分析可能存在的风险以及规避措施。 最后，提供一份全方位的商业计划书，以期为公司在音乐产品方向的战略执行 时，提供有效的参考，以便公司做出评判，做出更适合公司发展的决策，促使企业在 数字音乐方向的拥有一定的核心竞争力和占领战略制高点，从而使企业能从原创音乐 平台获得中、长期利益。 关键词，数字音乐；音乐平台；商业计划书II Abstract The original digital music platform will be the integration of digital music industrial chain, it’s mainly designed according to the individual musician, and based on production, publishment, display,exchange the original music works with the core of package and promotion of the original musician as well as original music works。It initiates a very brand-new operation mode of original digital music through the usage of advanced technology platform which serves to digital music network, and really makes the popularization of digital music product as well as the distribution of cross-media and cross-carrier come ture, it also establishes an wide and closed communication platform for the record companies home and abroad, this platform also gives service to the majority of original music producer, singer, telecom operators, SP services operators, music equipment manufacturers, music recording studio and other person who related to digital music industry。 With the purpose to integrate the downstream user market of the digital music , and also to set foot in the market of upstream individual musicians at the same time,it also conducts the content delivery and activity transmission to the downstream music users. It aims to make smooth the function of transmission between the upstream and downstream music market for YL company . This will makes original digital music platform becomes the leading music works creating platform in the domestic market, and the platform will also qualified with higher ability of music media transmission. In this paper, firstly, it starts with influence of the final consumers’ idea to music, the use of digital music, consumption habits as well as the impact which digital music brings to our livelihood. We conduct the analysis of the market scale and the macro environment of digital music, and inject the music industry introduction, also it makes the analysis of the research for current situation which related to original digital music at home and abroad. This paper also introduces some contents and methods of study, put forward a complete set of solutions; Secondly, YL is an IT service enterprise and an internet company with the telecommunications industry as the main customer. By introducing the current operation situation and background , especially focusing on the elaboration of the strategic transformation in recent years and the strategic planning for the next few years, it draw forthIII the superiority and necessity for YL to establish the platform of original digital music. In this paper, it presents the competitive environment and current situation of this industry, and to find out the opportunity for YL to entry this market as well as avoid possible risks; Then, this paper is based on the analysis of strategic objectives, operational management and the development of profit pattern, and according to the prediction and evaluation of income and expenditure, profit, assets, liabilities, rights and interests for this platform in a period of 5 years, also combined with the application and calculation of investment tools for net present value (NPV),internal rate of return (IRR) and investment recovery period .After that, we can judge whether there will be investment value for the platform and to verify its prospect of development. Finally, this paper provides a comprehensive business plan for company, the plan offers more suitable choice for enterprise development or provdes effective reference when we make the strategy implementation on the music product direction.From the judgement of the enterprise to promote it holds the core competitiveness and occupies the strategic highland on the way of digital music. so that enterprises can attain the long-term benefits from the original music platform. Keywords: Digital music；Music platform；Business planIV 目 录 摘要.......................................................................................................................................................... I Abstract................................................................................................................................................. II 第一章 绪 论....................................................................................................................................... 1 1.1 研究背景和意义 .............................................................................................................. 1 1.2 文献综述 .......................................................................................................................... 3 1.2.1 音乐业务模式相关文献 .................................................................................................. 3 1.2.2 现有商业模式的相关文献 .............................................................................................. 4 1.2.3 音乐盈利模式方面文献 .................................................................................................. 5 1.2.4 营销战略方面文献 .......................................................................................................... 6 1.3 研究目标与内容 .............................................................................................................. 7 1.3.1 研究目标 .......................................................................................................................... 7 1.3.2 研究内容 .......................................................................................................................... 7 1.4 研究方法与思路 .............................................................................................................. 8 1.4.1 研究方法 .......................................................................................................................... 8 1.4.2 研究思路 .......................................................................................................................... 8 第二章 原创数字音乐平台介绍......................................................................................................... 9 2.1 YL 公司基本情况 ............................................................................................................. 9 2.2 建设目标 ...............