The Community Marketing Strategy Of NetEase Cloud Music

In the mobile Internet environment,the marketing rules have a new extension under the original 4c theory.Listening to songs is no longer just a private activity of one person,but becomes a community behavior that can be used to communicate and interact with each other,and because of the preferences different of everyone,resulting in grouping,and more precise marketing plans for different communities,can better enhance user viscosity.As an emerging mobile music application,Netease Cloud Music is the best proof of the infinite vitality and possibility of the Internet era when the market has already presented a red sea.A closer look at the various functions of Netease Cloud Music will reveal that the existence of “community” is a highlight of its success.In the case that the mobile music market is already saturated,how Netease Cloud Music builds the community,guides the community,maintains the community's activity,and has a place in the market,which deserves our in-depth study.This study takes Netease Cloud Music as a case study object,combines content analysis method and interview method,and takes the new 4C marketing rule proposed by Professor Tang Xingtong as the logical framework of the text,from the formation of Netease cloud music community,the construction of marketing scene,and the marketing content.Starting from four aspects of production and the connection between members of the community,we will examine the social marketing strategy of Netease Cloud Music,think about the realistic meaning of this marketing strategy,and analyze how to better conduct social marketing in a new era from point to point.The study found that the marketing rules of Netease Cloud Music are mainly reflected in the following aspects.First of all,the aggregation between user communities is formed at the same time both inside and outside the product,in order to exceed the "music social" concept of the music player itself,personalized long tail music and unique human content planning,so that users spontaneously It creates an intuitive feeling of “Netease Cloud Music is different from other music platforms” and actively becomes a loyal user of Netease Cloud Music,forming an aggregation of communities that favor Netease cloud music products.Secondly,constructing the scenes in social marketing from the three dimensions of time,space and emotion,grasping the fixed-time scenes with special significance in the time dimension,creating new characteristic time scenes for users and monitoring and avoiding other popular time scenes Collision;the spatial dimension is divided into two----the actual geographical location and the specific material carrier,from the perspective of the user,to think "where are they more often appearing?" "The items they most often contact are Which ones,thus feeling what the user wants,conveying the marketing content to a scene more conducive to the acceptance of the community members;the emotional dimension is aimed at the emotional pain points of the community members,while actively exploring the needs of the community members Emotional vents,so that marketing activities can be accurately penetrated into the reach of every community member.Once again,fully explore the infinite possibilities of content production in mobile music platforms.Netease Cloud Music's most platform music features and content production features are divided into three parts,namely exclusive planning,user reviews and long tail music.Exclusive planning closely follows the main line of music,while diverging two thoughts,grasping the hot spots and pain points among members of the community,forming a "two points and one line" content production direction;user reviews will integrate the "music social" concept into UGC,through the creation of users The comfort circle of the production content and the added value of the original content of the user are encouraged to encourage the user to produce more high-quality music reviews;at the same time,the cloud music uses the precise algorithm technology to make the "niche music" go to the public,which is the biggest long-tail music.Marketing benefits,and creating a “little scene” among the community,will help to more accurately deliver product content to the corresponding groups.Finally,a strong chain of relationships between members of the community is formed.Create a “central node” in the community and work hard in the first two groups of users who use and evaluate,use the grasp of members' psychological trends,cater to their “self-presentation” needs,and establish community members.The “identity difference” between them produces marketing content that enables members of the community to generate communication power,and gradually forms a strong relationship chain that guides the interaction of community members.