你听的音乐大多数在哪里买的.doc

Where do you buy most of the music you listen to? Up until 2003, you would have purchased CDs from a retail store, such as or, and you would have listened to the music on a boom box or portable CD player. Today, youre probably downloading the music from the Internet and playing it on a portable music player. That portable music player is most likely to be an Apple iPod storing songs from Apples online iTunes Store.你聽的音樂大多數在哪裡買的？直到2003年，你將要去零售商店購買CD時，就像Tower Records或Wal-Mart，而你將會聽到音樂從音響或CD隨身聽。今天，你可能從網路下載音樂和在隨身聽播放它。這種隨身聽是最有可能成為從蘋果的iPod儲存蘋果iTunes在線商店的歌曲。The iPod was launched in 2001 and the iTunes Store in 2003 as the company changed its business strategy to include digital entertainment and consumer devices as well as computers. iTunes was an instant hit, selling 1.4 million songs in its first week. iTunes and iPod became a major revenue stream for the company.因應公司改變其商業策略包括數位娛樂和消費電子設備以及電腦，蘋果在2001年和2003年相繼推出iPodi和Tunes網上音樂商店。iTunes迅速成功並在第一個星期，銷售140萬首歌曲。 iTunes和iPod成為公司的主要收入來源。Apples online music delivery system helped revolutionize the way music is sold and played. CD sales have been declining for the past seven years, but digital music sales are climbing. Over 100 million iPods have been sold worldwide, and iTunes is now one of the largest sellers of music in the United States. It sold 1.2 billion songs in 2006 alone. Apple nearly monopolizes digital music sales, which are climbing as CD sales continue to fall and is the third-largest music retailer in the United States.Apples iTunes and iPod have also emerged as key forces in how hit tunes and hit albums are created. In the past, radio deejays wielded the power to make or break hit songs and hit albums by selecting what played on the air. More recently, it has been MTV. Now iTunes and Apple have supplanted these music gatekeepers.APPLE的線上傳送系統,在音樂的銷售及撥放上,有突破性的變革, 在過去的7年 裡CD的銷售額已經減少了很多,然而數位音樂的銷售額確在漸漸的提升,在世界各地iPods的銷售量超過了一億,iTunes是現在美國其中一個音樂銷售中龐大的業者,在2006年時 獨自賣了1.2billion的歌曲,Apple是在美國排名第三大的音樂銷售者,就在CD業者業績開始下滑時,極力的拓展數位音樂的銷售。Apple的iTunes & iPod 也出現了如何創作旋律及專輯製作的關鍵力量,在過去音樂電台主持人有著直接點選音樂跟專輯的權利,然而 近來 iTunes跟Apple 以MTV 取代了那些音樂電台主持人。iTunes蘋果網站首頁提供幾十個相冊、600萬種電視節目和電影下載。促銷的影響出現在iTunes商店主頁瀏覽了大約100萬人，每天相當於一張CD被展示在所有940 Best Buy商店的收銀台或沃爾瑪廣告單的頭條。換言之，藝人和音樂團體進駐在iTunes商店首頁獲得了巨大的推動。安置的iTunes網上音樂商店主頁的無名團體，創造了數百萬美元的銷售額。其他無法展示的團體可能永遠默默無聞。In exchange for placement on the iTunes Store home page, a music group may be required to give iTunes exclusive access to new songs, special discount pricing, or interviews with band members. Most other retailers seek exclusive offerings, but Apple wields enormous clout, especially with slightly out-of-mainstream music. Although some artists have complained that iTunes “bullies” them into supplying exclusive content, most recording labels are eager to cooperate because of iTuness ability to drive sales. Dozens of iTunes editors and label-relations staff collaborate each week to determine what selections will populate the iTunes Store home page when it is refreshed every Tuesday.為了換取在iTunes Store首頁的版面，音樂團體可能被要求給iTunes新歌的獨家授權、特別折扣或樂團成員的採訪。大多數其他零售商尋求獨家的產品，但蘋果握有巨大的影響力，特別是稍微在主流外(稍微非主流)的音樂。雖然有些音樂家抱怨iTunes 在提供獨家內容方面“欺凌弱小”，但大多數唱片公司都渴望與iTunes合作，因為iTunes有帶動銷售的能力。每個禮拜iTunes的數十名編輯和相關工作人員合作，來挑選以決定什麼東西將能夠在每週二更新時，登上iTunes Store的首頁。During the week when an album is featured on the iTunes Store home page, it often sells about five times more copies on average at that Web site than it does in the following three to five weeks when the album is no longer featured. For example, when Warner Music Groups Rhino Entertainment was trying to promote a few older Prince titles, it negotiated with Apple to give four albums, including “Purple Rain,” prominent placements in the iTunes Store. These albums were priced at $7.99 each,two dollars less than Apples standard album price. As a result of the prime display, digital sales of “purple Rain” rose fivefold and sales of “The Very Best of Prince” more than doubled.在本週，專輯是iTunes網路音樂商店主頁中最有特色的，通常iTunes網站銷售是平均5倍多，總體來說專輯不再具有特色。舉例來說，當華納音樂集團的Rhino娛樂是嘗試增進少數老藝人的頭銜，華納與Apple談判提供4張專輯，包括“紫雨”(專輯名)，放在iTunes Store首頁裡 。這些專輯定價為美金7.99不到Apple的專輯價格標準。結果主要展示中，數位音樂銷售的“紫雨”增加了5倍 “精選王子”也增加二倍以上。The story of apple and itunes illustrates some of the ways that information system help businesses compete and also the challenges of sustaining a competitive advantage. apple was noted for innovative user-friendly computers and software, but it was always overshadowed by pcs running Microsoft windows and software products. as long as apple was an underdog in the pc industry, it could not keep growing.Founder and ceo steve jobs recognized that the internet was a new channel for selling music and entertainment and started developing products and services to tap the emerging digital entertainment market.蘋果公司的故事以及iTunes說明了資訊系統是幫助企業提升競爭力，也是保持競爭優勢的挑戰。 有人指出，蘋果的創新友好的用戶電腦和軟體，但它始終蒙上了陰影因為電腦都是運行微軟的Windows和軟體。只要蘋果是一個PC產業的弱者，它就不能繼續增長。創始人和首席執行官史蒂夫喬布斯承認，互聯網是一個新的通路銷售音樂和娛樂，利用新興的數位娛樂市場，開始發展的產品和服務。The chapter-opening diagram calls attention to important points raised by this case and this chapter. Apples management saw there was an opportunity to use information technology to expand its product line and sources of revenue.It developed series of new products(the iPod, iPod nano, and iPod video) and software for online music delivery (iTunes) to tap into the growing trend for downloading music from the Internet rather than buying CDs in a physical store. Apples digital music and video products and services helped the company change its strategic direction so that it derives more of its revenue from digital entertainment. The iPod and iTunes are information system-based products that provide a strategic advantage.這章的開放圖，提出該注意的重要的要點，從這個章節和這個 case。蘋果公司的管理看到有機會利用資訊技術拓展其產品線和收入來源。它開發一系列新產品（iPod nano了，和iPod video）和軟體的線上買音樂（iTunes ）進入日益增長的趨勢，從網路上下載音樂，而不是在實體商店購買CD。Apples數字音樂和影片產品和服務，幫助該公司改變其策略方向，使數位娛樂產生更多的收入。iPod和iTunes的資訊系統為基礎的產品提供了策略優勢。These products have had a much wider impact than just changing Apples business model-they ha