"Yuncun" Music Community Research On The Realization Mechanism Of Value Co-Creation In Construction

In the 21 st century,Internet technology has led to the acceleration of the "digital music era".More and more music fans choose to listen to music through online music players,so the competition between online music players is intensifying.At present,in China the major online music players be roughly divided into three major camps: Tencent music system,which includes QQ music,Kugou Music and kuwo;Ali Music Group,which includes Xiami Music;and Netease cloud music.At the beginning of launching,netease cloud music pays attention to creating music community with obvious social atmosphere,providing users with sufficient user experience,thus stimulating users' independent creativity,forming multiple interactions,realizing value co-creation within the platform,thus benefiting the platform and users,and further enhancing the competitiveness of the platform.Since its launch in April 2013,it has basically realized the transformation from a pure music APP to a music community,which has been widely recognized by the market and known as "cloud village" by users.This paper takes Netease cloud music as an example,analyzes its overall operation mode,and focuses on how the platform and users create value together to promote the formation of music community.The first chapter focuses on the realization basis of value co-creation.It studies the basic form of netease cloud music as a music APP intuitively presented to users,and what kind of experience it creates for users in terms of interface color matching,function setting and design style.The second chapter focuses on the establishment of the platform of value co-creation,namely,the study of how to build music communication chain online and offline in "cloud village",so as to develop the music industry and provide the infrastructure for the realization of value co-creation.The third chapter focuses on the interactive forms in the process of value co-creation,specifically analyzingthe functional design,key points and how to further consolidate the interactive effect on the external platform in order to promote the benign interaction between users and the platform.The fourth chapter focuses on the realization of the research value,that is,the return and satisfaction of the users and the platform.The fifth chapter focuses on summarizing the experience of value co-creation process,and provides reference for the future development strategy of "cloud village" through the comparison with other music platforms.Finally,summarize the "cloud village" in constructing music community for visualization,in the process of industrialization,participation,extension and promote such as construction,it is concluded that the value of music community to create needs to be done platform together with the users,on the one hand,online and offline platform need to fully build two two space,on the other hand to ensure that the platform of multiple interactions with users,so as to realize the value of music community to create.This paper studies the construction process of N etease cloud music building "cloud village" music community,aiming to find the realization mechanism of its realization value co-creation,summarize its successful development experience,and make up for the deficiency and deficiency in the development process,so as to find the construction path for music community in the era of "Internet +".