Research On Netease Cloud Music Brand Communication Phenomenon

The consumer society has brought many dazzling products to the public,the market has changed from short supply to oversupply,and various market segments are approaching saturation.The public’s demand for products no longer stops at the use of the product itself,but starts to pay attention to the added value that the product can provide.As a symbolic expression,brand reflects the product’s culture and values,which is the key for the public to distinguish it from other products.Brand positioning and building is the foundation,brand communication through advertising,public relations and other means of communication,to attract the attention of the audience,and establish a close relationship between the product and the audience.The online music market,as a major part of the entertainment industry,has long been a red sea.Netease cloud music,as a classic successful case of brand communication,has broken through the fierce market competition environment of online music platform and entered the public’s vision,becoming a music product comparable to Tencent music giant.In addition to the experience the product provides to users,the recognition of Netease cloud music brand is also the key to its success.This paper starts from communication perspective,using brand communication,competitive strategy and marketing related theory,through the research on the phenomenon of Netease cloud music brand communication,this paper discusses the reasons of Netease cloud music stand out,the problems in brand communication,and puts forward the corresponding solution suggestions.This paper is advantageous to the Netease cloud music itself to improve the way of communication,as well as help the other online music platform and other brand to survive in fierce competition environment makes the theoretical and practical reference.This paper focuses on the brand communication mode,brand communication problems and solutions of Netease cloud music.To achieve the research purpose,this paper firstly analyzes the policy environment,market environment,technology environment and internal environment of Netease cloud music in the online music market,providing a background introduction for brand communication.Next,the brand positioning and brand communication strategy of Netease cloud music are elaborated in terms of brand communication.On this basis,the paper analyzes the effect of Netease cloud music’s unique brand communication mode from the phenomenon to the essence through the two typical cases of refresh incident of Hangzhou metro and participating in the National Advertising Art Design Competition For College Student as the proposition unit.After that,I studied the problems existing in Netease cloud music brand communication in the second stage of life development cycle.From the perspective of copyright weakness,Netease mother brand and child brand implication effect,feelings of excessive marketing and single profit model,this paper reveals the main obstacles in the way of Netease cloud music brand communication.In the last chapter of this paper,aiming at the above problems of brand communication,I suggest Netease cloud music should face up to copyright weakness,actively solve the problem,adhere to the original intention and continuous innovation in brand image and brand positioning,deep cultivation mall run.The innovation of this paper lies in that the brand competition strategy research of Netease cloud music is extended on the basis of Michael porter’s enterprise competition strategy theory,and put forward innovative brand communication strategy.In addition,the case of brand communication as the proposition unit entering the National Advertising Art Design Competition For College Student,the problems and solutions of the Netease cloud music brand communication are all research fields that have not been studied before,which will help to provide more thinking directions for the research field of brand communication.