Research On The Brand Marketing Strategy Of NetEase Cloud Musi

With the acceleration of the strategy of building a cultural power,the important position of digital music industry in the cultural industry has been widely recognized.At present,the all-round innovation of Internet technology,consumption scenes,business model and emerging formats has inspired the development vitality of China’s digital music industry.As an industry latecomer,Cloud Music has become one of the leading players in China due to its differentiated strategy,winning the favour of a large number of users.However,with the decline of mobile Internet traffic dividend,the constraint of music copyright shortage and the impact of rising short video platforms,the growth of both users’ number and usage length have encountered bottlenecks.In addition to heavy losses of successive years,increasingly fierce competition,low user pay rate and serious homogenization,it is worth exploring that how the up-and-coming Cloud Music can break the predicament.Documentary analysis,questionnaire survey,data analysis and other research methods were employed.First of all,this paper analyzed and summarized the current relevant reaserch situation at home and abroad.Secondly,it delved into the present status of digital music platforms’ development in China and the rest of the world,including that of Cloud Music.Then,the analysis of the status quo of brand marketing has been made.On the basis of the relevant data collected through questionnaire survey,a data analysis was conducted by SPSS software.All relevant information such as data analysis results,listed prospectus and authoritative industry research report data has been taken into account,leading to the summary of both problems and causes of Cloud Music’s brand marketing strategy.Then,PEST analysis,Porter’s Five Forces model and SWOT analysis were used to illustrate the internal and external environment of Cloud Music,as well as the development opportunities and difficulties it facing,and on this basis the target market strategy was chosen.Then STP theory was applied to expound market segmentation,target market selection and market positioning.Finally,with the help of 4V marketing theory,this paper put forward corresponding countermeasures and suggestions for the brand marketing strategy of Cloud Music from four aspects of differentiation,functionalization,added value and resonance.Through relevant analysis and research,this paper proposes that,through cultivating content differentiation and brand tonal differentiation,attaching importance to core functions,expanding extended functions,enhancing additional functions,improving technical added value and cultural added value,and triggering emotional and demand resonances,Cloud Music can reduce the cost,figure out brand positioning,enhance brand viscosity and value,and strengthen brand protection,so as to improve the brand core competitiveness and realize brand’s sound development for a long time.It also provides reference for other digital music platforms and industry entrants in order to promote the health and vigorous development of China’s digital music industry in the long run.