Audience Behavior Analysis Of Music APP

In recent years,the APP products of China have been continuously upgraded,the demands of people in daily life have been greatly satisfied.a mobile phone under the support of mobile Internet technology.In almost every mobile phone environment,selection and use of mobile phones used application has become a way of life,mobile phone music APP has also become one of the most common type of APP.Music is one of the art forms to meet the needs of entertainment and spiritual release.Music APP makes people's needs easy and timely.Online music in China began in 2010,from PC to mobile in nearly eight years development,the domestic music class from germination to mature gradually,the APP market has been formed by Ali,Tencent,Baidu and Netease(BATN)four network music group jointly dismemberment and competition situation.Since 2015,with the strengthening of music copyright regularized trend,competition gradually from competition to cooperation of copyright,music class APP operators also begin to realize,in market competition to a bigger slice of the cake,must uphold the principle of "customers first",make their products to meet the diverse needs of users in the aspect of music.Therefore,music class APP operators as a communicator is urgently need to know the product in the spread of music audience behavior characteristics,in order to win in the competition in the mobile Internet more user scale,thus improve product transmission of power and profit.The author chose Netease cloud music as the object of study for two reasons: first,with QQ music,music cool dog music,shrimp and other BAT(baidu,alibaba,tencent)group of music class APP,netease cloud music as a "rising star" in the field of mobile music,through nearly five years of development,rapid accumulation of more than 400 million users,this is the fastest speed in the similar products.In addition,and other "old" music APP,netease cloud music honors implementation is wholly dependent on the attraction of the product itself,rather than relying on the product in the PC era accumulate large user base,and thus sufficient drainage space.Therefore,the author thinks that it is typical to analyze it asa case study of music.Second,the recent netease cloud music in the field of e-sports,live,and even such as news has extremely strong exposure,many mobile applications "geeks" also in each big BBS,community and other Internet information exchange platform,netease cloud music topic discussions Netease Cloud music in the phone APP topic is popular,so use it as a mobile music transmission case study also has a certain timeliness.This paper firstly introduces the concept,development status and characteristics of music APP and netease cloud music.Then combined with the use and satisfaction theory,using the literature research,questionnaire investigation,observation of netease cloud music user behavior of the use of questionnaire investigation and study,and the results respectively from "communicator" spread "content","communication channels" spread "audience" four Angle to the entrance,in combination with netease cloud music users' personalized entertainment demand ","medium use convenience demand","user interactive participation and access to information demand" and "demand for self-expression and goal" crossover study,presents the netease cloud music users of the product usage and product in meet the demand of user's four big shortage,Finally,the future development of music APP from the perspective of economy and culture is expected and suggested,in order to provide reference for the future development of netease cloud music and music.