基于PEST-SWOT分析的数字音乐平台发展策略研究——以Spotify为例
A Study on the Development Strategy of Digital Music Platforms Based on PEST-SWOT Analysis—A Case Study of Spotify

随着数字技术的进步和互联网的普及，音乐的存储和传播方式已然经历了数次变革。如今，以传统的黑胶唱片为代表的物理媒介已逐步让位于数字音乐服务，数字音乐平台成为推动当代音乐产业发展的重要组成部分。作为全球最具代表性的数字音乐平台，Spotify在面对日益激烈的市场竞争和不断变化的宏观环境时，需要不断地优化其发展策略，以维持其市场领先地位。本文运用PEST-SWOT分析工具，从政治、经济、社会、技术四个方面对Spotify发展的内部优势与劣势、外部机遇与挑战进行分析，提出增长型策略、扭转型发展策略、多种经营型策略和防御型发展策略，为以Spotify为例的数字音乐平台优化发展策略提供了参考。
With the advancement of digital technology and the proliferation of the internet, the ways in which music is stored and disseminated have undergone several transformations. Traditional physical media, represented by vinyl records, have progressively given way to digital music services, making digital music platforms an essential component driving the development of the contemporary music industry. As one of the most representative global digital music platforms, Spotify must continuously optimize its development strategies to maintain its leading market position in the face of increasingly fierce market competition and a constantly changing macro environment. This article employs the PEST-SWOT analytical tool to analyze the internal strengths and weaknesses, as well as external opportunities and challenges of Spotify’s development from political, economic, social, and technological perspectives. It proposes growth strategies, turnaround development strategies, diversification strategies, and defensive development strategies, providing references for optimizing the development strategies of digital music platforms like Spotify.