Netease Cloud Music Short Video Operation Program

Beginning in 2016,China’s short-frequency market has entered a period of rapid development,and continues to receive resources under the joint support of capital,technology,platform,content and users.At present,the traffic value and user value of short video are high,and the commercial value is prominent.At the same time,China’s music industry ecology is gradually improving,and each platform is constantly expanding the entire industry chain upstream and downstream.Among them is Netease Cloud Music,which attempts to create a moat of products with short video under the copyright crisis.The paper aims at the short video community of music--Netease Cloud Music short video zone,and provides suggestions for its all-round operation,trying to bring new brand value to users,platforms and industries.The article first uses the SWOT analysis method to analyze the background of operational planning,and also uses the case interview method to sort out the needs of typical video creators,and uses the questionnaire survey method to analyze the needs of users in short video zones.At the same time,the competitors of the short video track were observed.The competitor Tencent Music of the online music platform track discovered the threats and opportunities faced by the development of the Netease Cloud Music short video service,and provided a reference for the formation of the planning solution.The paper clarifies the operation purpose and purpose of Netease Cloud Music short video community.From the purpose of the whole product "Power of Music",combined with the current social scope of Netease Cloud Music,the operation strategies of short video users,activities and communities are carried out.The overall planning,after starting from the operational and product aspects,the stage is divided into three parts:start-up period,growth period,and ecological period,and formulate specific and detailed plans.The clear result indicators can evaluate the operation plan in practice.The operation plan focuses on the music content and maintains good communication wyith the product and technical team during the implementation process.The most important thing is to rely on the existing song list,radio,commentary,music resources,make the music short video community constitute a complete ecosystem,let the video creator become the creative subject,create a video red star exclusive to cloud music.