音乐营销的现状及未来发展研究

Music Marketing Status and Further Development Research

音乐营销在国外的研究已经开展多年,在国内相关研究却近乎空白。文章通过大量国外文献的回顾,探究音乐营销研究的发展。根据现有资料,音乐营销的研究主要集中在音乐产品营销和营销中音乐的应用两大方向。对相关文献的回顾和述评,对国内刚刚起步的同步研究提供借鉴,并揭示音乐营销研究的未来发展趋势。

Music marketing research had been developed for many years, but almost not in China. This paper will sum up literatures overseas in two domains, such as music marketing and music in marketing , to probe into music marketing. This paper has reviewed and commented on relative literatures, expecting to provide the inspiring insight for the similar researches starting recently in China. At the end, the trend in study of music marketing has been brought forward.