Research On Brand Competitiveness Of Netease Cloud Music

As a kind of cultural and creative industry,the development of online music in China began in the late 1990s.During the period,it experienced different stages such as free download,suspected piracy and infringement,platform acquisition,copyright dispute,etc.,and finally formed with Tencent Music and Netease Cloud.Music and Xiami Music represent the oligopolistic market structure.As the Chinese music market has become one of the fastest growing markets in the world,the competition among domestic online music platforms is more intense,and the academic circles have less research on the brand competitiveness of cultural and creative industries.Therefore,this paper takes Netease cloud music as the research object to try to analyze its brand competitiveness and give suggestions for improvement.Through literature analysis,this paper screens the indicators and dimensions of the existing brand competitiveness evaluation system,removes the fuzzy and difficult to operate indicators,and combines the characteristics of online music platform to select three dimensions:brand communication,brand innovation and brand extension.A detailed analysis of the brand competitiveness of Netease Cloud Music.By simply combing the development of domestic online music platform,this paper believes that its overall development is basically mature,and has a long upside.The key to the growth of online music platforms is how to better achieve brand innovation,brand extension and maintain users.With the help of questionnaires,case studies and interviews,this paper makes a comparative analysis of the brand competitiveness of Netease Cloud Music and QQ Music in the same dimension,and believes that Netease Cloud Music has the advantages of high creativity,attention to technological innovation,and more attention to niche music.However,there are also shortcomings such as the lack of popular music copyrights,the introduction of songs into the crisis,and the low appeal to 00.Therefore,this paper believes that improving the competitiveness of NetEase cloud music brand can start from four aspects:perfecting and supervising copyright,technological innovation development scene,creating new consumption methods and realizing user drainage.