摘    要 随着经济水平的提升，人们的生活水平得以满足，现代的人开始越来越追寻精神上的满足，使得乐器逐渐转向大众化、娱乐化、产业化。绝大多数的琴行都遵循着教、学相结合的商业模式中，比如杭州的天目琴行、琴庐乐器，因为教学与乐器销售是互相贯通的，想要学乐器必然需要购得一个乐器，购得乐器之后一定是希望能够找到一个学习的平台，因此形成了非常成熟的教学与售卖互相结合的商业模式。但是，也正因为如此，传统的琴行商业模式出现很多亟待解决的问题如：琴行对于市场没有明确定位、同质型的琴行与琴行之间恶性竞争、产品复购率低、乐器的品牌没有足够的归属感、低端价位的乐器质量过低、乐器销售需要一定的专业知识、音乐教学效果不佳、琴行管理不规范等等问题。作为一个琴行的经营者，眼光将不能仅仅局限于简单的教、学相结合的商业模式中，有必要深入思考琴行业普遍存在的经营问题。本文将会釆取文献研究、实际调查、案例研究等方法，紧紧围绕“琴行商业模式及未来的发展趋势”这一主题来展开研究，在研究国内外关于该领域的文献综述的基础上，深入分析目前国内外琴行市场前景不甚乐观的大环境之下，广大中小琴行，应该采用何种商业模式来增强自身的竞争力，同时以青柠音乐生活馆为例，结合该琴行近几年的经营数据，总结商业模式和教训，积极探索最佳商业模式的组合。简之，本文釆取了理论分析和案例研究相结合，数椐分析和总结归纳相结合，提出建议和现实检验相结合的研究方法。85104

With the improvement of the economic level, people's living standards can be met, the modern people began to pursue spiritual satisfaction more and more, so that the instrument gradually turned to mass, entertainment, industrialization。 Most of the stores follow the combination of teaching and learning, business model, such as the Hangzhou Tianmu piano, piano teaching and Lujiang instruments, because sales of instruments are interconnected, want to learn musical instruments will inevitably need to purchase a musical instrument, bought some instruments is to hope to be able to find a learning platform therefore, the formation of the teaching and the sale of a very mature business model combined with each other。 However, because of this, the traditional business model of the piano appeared many problems such as: the piano for the market is not clear positioning, homogeneous piano and piano, vicious competition between products re purchase rate is low, the instrument brand is not enough sense of belonging, low price, low quality of musical instruments instrument sales requires a certain professional knowledge, poor teaching effect, piano music management and so on。 As a piano operator, the vision will not be limited to a simple teaching, learning combined business model, it is necessary to think deeply about the piano industry common problems。 This paper will adopt the methods of literature research, practical investigation and case study, focuses on the theme of "music business model and development trend of the future" to carry out the research, based on literature review on this field in the domestic and international research, in-depth analysis of the current domestic and foreign music market outlook is not optimistic in the environment and the small piano, should use what kind of business model to enhance their competitiveness, at the same time lime music life Museum as an example, combining with the operating data of the piano in recent years, summed up the business model and lessons, and actively explore the best combination of business model。 In short, this article take the theoretical analysis and case study combining the data analysis and summary of the combination, put forward the research methods and practical suggestions of combining test。