| 摘要 | 第1-5页 |
| ABSTRACT | 第5-9页 |
| CHAPTER 1 INTRODUCTION | 第9-12页 |
| ·BACKGROUND INFORMATION | 第9-10页 |
| ·MOTIVE AND PURPOSE | 第10-11页 |
| ·CONTENT AND METHODOLOGY | 第11-12页 |
| CHAPTER 2 EXTERNAL ANALYSIS OF BD RECORD | 第12-37页 |
| ·THE HISTORY AND FOREGROUND OF THE RECORD INDUSTRY IN CHINA | 第12-14页 |
| ·The history of the record industry in China | 第12-13页 |
| ·The status and foreground of China record industry | 第13-14页 |
| ·INDUSTRY ANALYSIS OF RECORD INDUSTRY IN CHINA | 第14-16页 |
| ·Policy environment analysis | 第14页 |
| ·Economic environment analysis | 第14-15页 |
| ·Social and cultural environment analysis | 第15页 |
| ·Technology environment analysis | 第15-16页 |
| ·MARKETING ENVIRONMENT ANALYSIS OF THE RECORD INDUSTRY IN CHINA | 第16-27页 |
| ·Analysis of market competitors | 第17-21页 |
| ·Music market participants and the production flow analysis | 第21-23页 |
| ·Market demand analysis | 第23-25页 |
| ·Main issues analysis of domestic market | 第25-27页 |
| ·BD RECORD EXTERNAL FACTOR EVALUATION（EFE） | 第27-37页 |
| ·Market opportunities and threats | 第27-34页 |
| ·EFE Matrix | 第34-37页 |
| CHAPTER 3 BD RECORD INTERNAL ENVIRONMENT ANALYSIS | 第37-46页 |
| ·BD RECORD MARKETING ANALYSIS | 第37-41页 |
| ·Human resource analysis | 第37-38页 |
| ·Financial status analysis | 第38页 |
| ·Main products analysis | 第38-39页 |
| ·Distribution channels analysis | 第39-40页 |
| ·Marketing method analysis | 第40-41页 |
| ·BD RECORD MARKETING POSITION ANALYSIS | 第41-42页 |
| ·BD RECORD INTERNAL FACTORS EVALUATION（IFE） | 第42-46页 |
| ·Strength and weakness | 第42-44页 |
| ·IFE Matrix | 第44-46页 |
| CHAPTER 4 BD RECORD MARKETING STRATEGY ANALYSIS AND DECISION | 第46-53页 |
| ·BD RECORD SWOT ANALYSIS | 第46-48页 |
| ·BD RECORD MARKETING STRATEGY ANALYSIS | 第48-49页 |
| ·BD RECORD MARKETING STRATEGY DECISION | 第49-53页 |
| CHAPTER 5 BD RECORD MARKETING STRATEGY MEASURES | 第53-59页 |
| ·DEVELOP THE WIRELESS VALUE-ADDED SERVICES | 第53-55页 |
| ·Set up the whole music download business model | 第53页 |
| ·Set up wireless music distribution system | 第53-54页 |
| ·From “Content is king”to “Content & operation are the king” | 第54-55页 |
| ·DEVELOP THE ONLINE MUSIC BUSINESS MODEL | 第55-56页 |
| ·Continuously carry out in-depth cooperation with internet | 第55页 |
| ·Explore new business model of internet cooperation | 第55-56页 |
| ·Use internet and develop the derivation products of singers | 第56页 |
| ·TO DEVELOP NEW BRAND MARKETING STRATEGY | 第56-59页 |
| ·Set up brand alliance, enlarge market share | 第57页 |
| ·Brand cooperate and enhance the value of products | 第57-58页 |
| ·Implement localized brand strategy | 第58-59页 |
| CHAPTER 6 CONCLUDING REMARKS | 第59-61页 |
| REFERENCES | 第61-63页 |
| ACKNOWLEDGEMENTS | 第63-64页 |
| ACDEMIC PAPER PUBLISHIED | 第64页 |
