Research On Short Video Communication Of Net Ease Cloud Music

With the healthy and stable development of China's Internet cause,the domestic online entertainment market has become increasingly demanding.With its advantages of lightweight communication and social attributes,short video has rapidly emerged as a new content communication landscape.The development of the mobile Internet has made users,especially younger groups,increasingly in demand for the consumption of spiritual products.The combination of short video and music has the inherent advantage of communication.With the addition of social media such as short video,the music listening software is no longer a simple music player tool,and users are no longer isolated from the music player.More and more ordinary people have become original music producers.At present,domestic mainstream mobile music platforms have entered the field of short video.The highly sought-after short video is becoming a standard feature of music player software,which integrates with online music in various forms.Net Ease Cloud Music upholds the differentiated operation concept of "music social" from the beginning of the brand,from the silent rise to the current over 800 million users,Net Ease Cloud Music has become a dark horse in the mobile music market.Later,he became the pioneer of the industry's short video.This process depends not only on the power of music,but also on the promotion of communication.Net Ease Cloud Music,which focuses on music and social,how to use the short video new media that also has social genes to achieve the breakthrough of "music short video" ? Is there a problem in the fusion process of the two? These aspects caused the author to think.This article takes the short video transmission of Net Ease Cloud Music as the research object,combines the literature research method,case analysis method and investigation method,etc.,from the analysis of its internal and external environments,and explores the status of its communication from the perspective of business logic and communication.Three aspects have constructed its communication model,namely,the interaction mechanism of the "society" and "receiving" community driven by social music,the empowerment of the visibility space and the user roles of the gatekeeper and the short videos UGC,PGC,OGC.Text composition.The paper believes that the interactive ritual chain theory can fully explain the short video transmission process of Net Ease Cloud Music.Through a questionnaire survey of its users,it summarizes the performance of Net Ease cloud music short video users in interactive ceremonies from three aspects: virtual group unity,emotional energy gathering,and group symbols highlighting the special identity.In the part of Net Ease cloud music short video transmission characteristics,combined with the author's experience in Net Ease cloud music as a short video operation intern,we explored from the aspects of spreading content and operation channels.Its communication experience has reference significance for other similar Applications,but the problems and difficulties facing it also have enlightenment.From this position,the author proposes a solution to the optimization from the perspective of positioning,operation,management and technology.Provide a reference for the sustainable development of other music short video products.