Internet marketing strategies for music companies: understanding the demographics of an emerging customer segment

Stephen K. Callaway

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Internet marketing strategies for music companies: understanding the demographics of an emerging customer segment

机译：音乐公司的互联网营销策略：了解新兴客户群的受众特征

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The focus for this paper is how the music industry can market to the internet generation, specifically current college students. This paper addresses whether college students represent the emerging customer demographic that can bring about a disruption to the traditional music industry. This empirical study examines the demographic characteristics of college students compared to non-college students, what value propositions they regard, and why. Results indicate that college students are more likely to download from home, to download at traditional music stores, and to value convenience and speed, whereas, non-college students are more likely to frequent traditional music stores and to value full customer service. Implications are discussed.

机译：本文的重点是音乐行业如何向互联网一代（尤其是当前的大学生）进行营销。本文探讨了大学生是否代表了会给传统音乐产业带来颠覆性影响的新兴客户群体。这项实证研究检查了与非大学学生相比，大学生的人口特征，他们所考虑的价值主张以及原因。结果表明，大学生更有可能在家中下载音乐，在传统音乐商店下载音乐并重视便利性和速度，而非大学生则更有可能光顾传统音乐商店并重视全面的客户服务。讨论了含义。

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来源
《International Journal of Internet Marketing and Advertising》 |2010年第2期|P.199-221|共23页
作者
Stephen K. Callaway;
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作者单位

Department of Management, MS#103,The University of Toledo,2801 W. Bancroft St., Toledo, OH 43606, USA;

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原文格式 PDF
正文语种 eng
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关键词
music download; disruptive technology; demographics; internet marketing strategies;

机译：音乐下载;破坏性技术;人口统计资料;网络营销策略;

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Internet marketing strategies for music companies: understanding the demographics of an emerging customer segment

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