网易云音乐平台营销策略革新研究

本科论文关键词：营销策略：音乐类APP;网易云音乐AbstractSince the beginning of the Internet era,the market competition of online music platformhas become more and more fierce.At present,the competition pattern in the market is dividedby four groups:Tencent music,Ali music,Baidu music and NetEase cloud music.If othercompetitors of the same type want to join the current pattern,the perception of theircustomers and users in the process of use is particularly important.Music online APP onlyrelying on the industry circle of economic prosperity,loss of all characteristics,using theInternet online and offline cooperation,it is possible to achieve the profit optimization ofbrand marketing.This article selects NetEase cloud music as an example mainly based on the followingtwo reasons:first:compared with KuGou,QQ music,Mi goo music and so on in the PC stagehas already shown the superiority in the music platform,the reason why NetEase cloud musicwill obtain the user's unanimous favor completely relies on it from the beginning is from thecustomer feeling,walks the difference market strategy,has produced the massive Hangzhousubway marketing class case.Second,compared with other competitors of the same type,Netease Cloud entered the market later,but quickly caught up with or even joined the fourmajor groups in three to five years,and now has a large number of users and advocates,Inorder to say that the development of NetEase cloud music from the beginning to the present isrelatively more representative,and the use of marketing strategy research is more meaningful.The paper is based on the marketing strategies and methods of Netease Cloud,which isdivided into four parts:first,the background,purpose and significance of this of this paper aredescribed,and the main research directions are put forward in combination with the relevantissues at home and abroad;secondly,starting from the overall macro and micro environmentof the music platform industry,the research will focus on the whole industry,and analyze itsmarketing situation and industry product characteristics in the current form;and the third partbegins to analyze the general situation and current situation of NetEase cloud music and its