Netease Cloud Music Experience Marketing Strategy Research

NetEase,a well-known domestic Internet Co,officially launched a mobile music application called NetEase cloud music in 2013.Since then,it was highly praised by the industry,and the user's platform activity and satisfaction are far more than the same old music applications.In 2015,the number of users of NetEase cloud music has exceeded one hundred million,and has become the fastest growing music application in the industry.As a "rising star" who entered the mobile music market at the latest,the reason why NetEase cloud music can develop rapidly in such a short period of time,I believe it is closely related to the experience marketing strategy.This paper adopts the method of literature research and case study,firstly analyzes the application of the mobile music market environment,and then through the two angles of the APP platform and the media,this paper makes a systematic explanation on the experiential marketing strategy of NetEase cloud music.Finally this paper summarizes the existing problems and corresponding safeguard measures in the present stage of NetEase cloud music.I hope you can give to other domestic and foreign scholars and Internet music companies to provide a reference value and draw meaning.