Netease Cloud Music Marketing Plan

Netease Cloud Music is a music product that Netease launched in2013, it contains several functions, including discovering music, playing music and musical social activity. There are more than4million high quality songs,10million song lists which generated by users and thousands of DJ programs in Netease Cloud Music. Hundreds of singers and professional DJ have account in this APP, which provide a lot of opportunities for ordinary users to contact with music idols. Netease Cloud Music takes the leading position in both function and content.On the one hand, Netease Cloud Music values users’ affection need, user can search song list in dimensions of language, style, emotion, and place. User can also listen to the DJ program. On the other hand, Netease Cloud Music would continuously pursue excellent features. It put out the concept of "music social", which would lead internet music industry to an innovative road. As a music APP which only come out for one year, Netease Cloud Music grows rapidly, in the mean time, it also faces a lot of challenges. Famous music APPs have already share most of the internet music market, Netease Cloud Music should keep raising its awareness, and extending volume growth. The competition among music APPs is fierce, under this circumstances, Netease Cloud Music’s dominant position is no longer apparent, it should do positioning again, extend itself from a music player to a music performance platform.This plan intends to communicate Netease Cloud Music’s brand, help it gain more market share.First of all, we analyze Netease Cloud Music’ features as well as the internet music market, to understand the outside marketing and the inside environment of Netease company. And come up with the marketing direction and goal.Secondly, we would help Netease Cloud Music to build a music play and music performance platform. Step1:to develop the function of online music performance. Users can watch these performances online. In the mean time, plan some offline activities. Step2:to seek business cooperation. Step3:communicate all the functions and activities in both online and offline.Netease Cloud Music should find a new way to raise its awareness, and explore more and more chances to help internet music industry to get better.