QQ Music Business Model Competitiveness Analysis: Social Economy Perspective

Abstract

The social economy has played a significant role in the development of QQ Music. To explore the impact of the social economy on QQ Music’s business model, this paper analyses two aspects: first, the type of community and the community demand existed in the platform of QQ Music; second, the procession embodied in QQ Music’s business model to commercialize communities. The study shows that the competitiveness of QQ Music’s business model lies in its platform set-up and user-paid service set-up. The user community sorting mechanism helps QQ Music users find the right community that suits them and fulfills their community needs. The “highly personalized service” and “highly enriched payment scenarios” reflected in the user payment settings can help users achieve an excessive amount of community demand, stimulating user consumption.