Research On Experience Marketing Strategy Of Music APP

In today's era,the mobile Internet is developing continuously,and musical APP is becoming more and more competitive in the market.At present,four business groups,Tencent Music,Ali Music,Baidu Music and Netease Cloud Music,have formed a competition pattern,which jointly separates the market.If a company wants to share its own interests in the full of constant changes mobile music market platform,it needs to put the user experience in the most important position.Because musical APP can maximize its benefits in the process of brand marketing only by creating experience in the same way as manufactured goods,firmly grasping the key points of users' consumption,relying on the economic way of the extremely strong social groups,and through the cooperation of cross-border marketing online and offline as a marketing means.This article takes Netease Cloud Music as the research object mainly based on the following two reasons.First of all,as the bright younger generation of musical APP,Netease Cloud Music has chosen competitive differentiation from the very beginning.Through the continuous innovation of brand marketing strategy,it has created a lot of very classic marketing cases.In just a few years,it has accumulated a huge user group belonging to itself and its stickiness to users.Secondly,compared with musical APP,which has the advantages of operating scale in the era of PC,such as QQ music,KuGoo,XiaMi Music,Netease Cloud Music has gained users' favor by virtue of its good user experience.This shows that Netease Cloud Music has gained users' favor with it.Compared with musical APP,the development of Netease cloud music is more representative,so the study of its experience marketing is more meaningful and representative.This article takes experiential marketing as the theoretical basis of this study.In the first part,it introduces the concept of experiential marketing by explaining the changes of consumers' needs in the era of experiential economy,and outlines the two major theories of strategic experience module and user experience media.In the second part,it analyses musical APP through explaining the development process and development of musical APP.In the current marketing dilemma,as the bright younger generation of musical APP,Netease Cloud Music can not develop rapidly without its experiential marketing strategy.In the third part,it starts from three different dimensions: experiential content,experiential form and experiential media,and analyses in detail the specific measures of experiential marketing of Netease Cloud Music.In the fourth part of the article,through the analysis of Netease cloud music from the overall aspect,let the reader's eyes expand to the entire musical APP,and then put forward the marketing strategy of general applicability for the entire musical APP from multiple levels,hoping to provide a new way of thinking and marketing methods for musical APP in the market competition.