The Empathy Effect In Virtual Community From The Perspective Of Value Co-creation

With the advent of the mobile Internet era,socialization has become a trend,and various Internet products have been transformed into socialization,hoping to gain more traffic and establish a foothold in the market.But blindly following the trend often means failure,and products that fail to highlight their own characteristics will soon be eliminated.There are very few products that can successfully catch up with the "social" express,but a few successful products have all experienced rapid growth without exception.Among them,Netease Cloud Music is a very worthwhile case.Netease Cloud Music is currently the fastest growing mobile music app.It has a high rate of praise in major app stores.In just a few years,it has gathered a large number of loyal users,and users are very sticky.The design of Netease Cloud Music combines the concepts of music and social with a great change in the habit of listening to music.For example,netizens' homemade songs can be easily shared,synchronized,and even sorted according to mood;in the open comment area,users can freely comment,and the content of comments full of emotional resonance gradually becomes the symbol of Netease Music.It is this kind of empathy that has greatly increased the influence of Netease Cloud Music and has become a “phenometic” product.This article takes Netease cloud music as the research object.In-depth interviews,content analysis,and virtual ethnography are combined to study them.Netease Cloud Music is actually a well-designed business model.It differentiates through social elements,and then aggregates users through differentiation.After the user's good emotional experience,the platform official and users complete the value creation together and get their own.Create value together.Although such a mechanism is reflected in many Internet products,the smart place of Netease Cloud Music is to introduce emotional elements into the social circle and introduce a process of value creation,which makes the whole community full of temperature and full of emotional resonance.Through this empathy effect that runs through the entire value creation process,Netease Cloud Music has also completed the construction of a comprehensive social ecology.Whether it is the official guidance of the platform or the interaction between users,it even includes offline cross-border marketing.The emotional element is always the biggest label of NetEase cloud music.The author consults the data,and combs the related concepts of value creation,empathy and virtual community in detail,and reviews the research of related experts.The second chapter mainly introduces NetEase.The overview of the cloud music app focuses on the empathy effect;the third chapter examines the value co-creation mechanism in Netease cloud music,highlighting the key role of empathy as an emotional experience,and the key nodes such as user interaction and relationship experience are sorted out,and the whole process is explained clearly.The fourth chapter mainly examines the user's psychology,explores the causes of value co-creation and inspires other mobile terminals and asks questions and suggestions.