The Marketing Planning Scheme Of Xiami Music Mobile Phone Client

Xiami Music formally launched a public beta at the end of 2009 and soon became very popular among college students, white-collar and professional musicians with its huge music library,strong community interaction and musicians’ immigration.In addition, Xiami Music was acquired by Alibaba in January 2013, adjust its position and change from a simple music software into an omni-directional platform for all relevant users, musicians and music, which can retain old customers, attract new users and expand the brand force with value-added service.This study analysis Xiami Music personality features, comprehensive macro and micro market two parts, the comprehensive understanding of dried shrimp face the situation. On this basis, Xiami Music product positioning and target audience, to develop integrated marketing strategy and goals.In the specific integrated marketing planning, this study around the "enhance market share, build and strengthen shrimp music brand, to create the core goal of ecological music" platform, from four aspects to carry out marketing. First is the online promotion through online communities(mainly microblog).The second is to integrate with Ali into"Ali Xiami " bundle mode. The third is the offline promotion with the third-party. The fourth is the online and offline contact point management.These four kinds of marketing programs differs in key points but work together as a system and serve the same goal.In promoting Xiami Music brand awareness, expand market share at the same time, explore the operation and business model of Internet music industry, make contributions to industry development.