A Case Study On NetEase Cloud Music's Brand Communication

We are in the period of rapid development of Internet.In recent years,digital music,which relies on the Internet,has gradually become a hot research object.Nowadays,the world has already entered the era of brand competition.The key to win the market competition is the differentiated brand built on the high quality content service.The research of brand communication in the field of digital music is still at the exploratory stage.Few scholars have studied the brand communication of digital music.From the new research perspective of digital music brand communication,this paper analyzes the development and characteristics of digital music brand,and explores the strategy of digital music brand communication.This paper mainly studies the theory related to the theory of brand communication,and uses the qualitative research method to study the subject.In the research paradigm,it adopts the research paradigm of brand science,communication and marketing.The research methods adopted include literature analysis,case analysis and comparative analysis.First,this paper combs the development course of digital music brand,briefly introduces the general situation of cloud music brand and brand communication of Netease Cloud Music as a case,and collects and collects the domestic and foreign research achievements of digital music,brand communication and Netease Cloud Music.Second,the related concepts of digital music brand communication are carried out.Define,classify digital music brand according to different standards,explain the basic theory of "5W" and brand contact point theory of this research,and build the analysis framework of the research on this basis.Third,analyze the brand positioning,brand personality and brand strategy orientation of Netease Cloud Music as the main body of communication;fourth,The communication content of the Netease Cloud Music brand communication includes brand logo,brand identity language,brand copywriting and brand values.Netease Cloud Music manages the brand through the online and offline channel brand contact points to achieve the maximum effect of brand communication.Fifth,Netease Cloud Music brand communication audience include music consumers,music producers and potential users.Through a questionnaire survey on the effect of Netease Cloud Music brand communication,the visibility,brand preference,satisfaction and loyalty of Netease cloud music brands are higher than that of Netease music brands.It shows that brand communication has achieved good results.Finally,according to the research results of Netease Cloud Music,the optimization strategy of digital music brand communication is proposed.