数字经济时代传播环节中的价值共创——以数字音乐为例

Value co-creation in communication link in the age of digital economy:taking digital music as an example

数字经济时代呈现的多种经济形式离不开消费者的参与,从传播视角探寻消费者价值参与的过程具有可研究性。运用价值共创理论,从传播视角探究价值共创实现路径,以数字音乐为研究对象,归纳当下主流音乐平台在传播各环节的盈利布局,总结企业与消费者在传播各环节中各自发挥优势、通过消费者的积极参与和企业的支持助力实现价值共创的路径,为数字经济时代的产业发展和价值创造提供启发。

As the digital economy presents a variety of economic forms in which consumer participation is indispensable,it is possible to explore the process of consumer value participation from a communication perspective.This report uses the theory of value co-creation to explore the path of value co-creation from a communication perspective.Using digital music as an object of study,the report summarises the profitability layout of mainstream music platforms in various aspects of communication.This report also summarises the ways in which companies and consumers can bring their respective strengths into play in each aspect of communication and realise value cocreation through the active participation of consumers and the support of companies,in order to provide inspiration for industrial development and value creation in the digital economy.