Research On Brand Communication Of Netease Cloud Music

We are at a time when the development of mobile Internet is flourishing.We are in the prosperous development of mobile Internet,facing the massive information and serious homogenization of products,online music brand has been given a deeper connotation.The development of online music is not just from the perspective of music,but to build a brand based on music.Brand communication has become the research field of online music platform in the contemporary society.Brand communication has become a relatively popular new field.Netease cloud music has more profound insights in brand building and brand communication.This paper explores how to build,survive and develop Chinese online music brands from the above two dimensions through the brand communication of Netease cloud music.As a competitive player in the development of China's online music platform,Netease cloud music builds its brand on the basis of a large number of users.It is precisely because of this background that Netease cloud music's brand communication has a far-reaching impact and can also be used as a successful case study of brand communication.This paper first introduces the history of China's online music platform and the development of Netease cloud music,and analyzes the characteristics and styles of Netease cloud music in brand communication based on this environment.Secondly,through the brand communication theory,applied communication,digital music concept to analyze how Netease cloud music conducts brand communication in the process of practice.Finally,through the analysis,we get the communication means,communication strategies,problems and Enlightenment of Netease cloud music brand communication,and provide reference for other online music platform brand communication development direction.In the process of analysis,through literature analysis and case analysis,we can find out the brand positioning of Netease cloud music Brand building,brand communication and other advantages,comprehensively collate the success of Netease cloud music brand communication.The results of the analysis can provide reference for the practice of digital music brand communication.