Research On The Loneliness Marketing Of NetEase Cloud Music

As a music and video streaming service platform,Net Ease Cloud Music has been the largest mobile music community in current China with 400 million users since its launch in April 2013.The rich and premium UGC contents make Net Ease Cloud Music draw its users' attention constantly and have high retention rate.As for the underlying reasons why such a musical product develops so fast and successfully,its unique loneliness operating model and marketing strategy can give the answer.This paper takes Net Ease cloud music as the research object and mainly analyzes its loneliness operation model and marketing strategy in detail to enrich the connotation of the loneliness marketing,providing a reference for the other social products' development.This paper consists of five core chapters.Chapter one defines the concept of loneliness marketing,being the theoretical foundation of the whole paper.Through carding the meaning of loneliness from the perspectives of philosophy and psychology,it proves that loneliness is an eternal mental state of mankind.On this basis,the definition of loneliness marketing is made by combining the concept of emotional marketing.Chapter two analyzes the evolution path of Net Ease Cloud Music's being a community and the construction ways of its comment area's being a“tree hole” scene from the perspective of the user.Chapter three discusses the online loneliness operating model of the Net Ease Cloud Music which is the key to the entire operation structure and aims to activate the user's sense of presence,participation and ritual to balance and resist their inner loneliness.The loneliness operating model is not only the basis of loneliness marketing,but also an important component.Chapter four summarizes the online and offline marketing strategies of Net Ease Cloud Music through interpreting its classic marketing cases.These strategies are making the content-fitting scenes and enlarging the empathy psychology;combining the cross-border brands to achieve win-win;delivering musical energy to inspire listeners' true inner feelings;seizing marketing opportunities and creating private exclusive.Chapter five identifies the main factors influencing the loneliness marketing effect ofNet Ease Cloud Music based on the in-depth interviews with its seven senior users and then proposes some suggestions for this platform's development accordingly.