Research On Emotional Marketing Of NetEase Cloud Music

Since its launch in 2013,Netease Cloud Music has attracted 800 million users in six years due to its special emotion-marketing strategy.According to the Analysis Report on the Development of China’s Mobile Internet Industry in the first quarter of 2019,Netease Cloud Music ranks first in the mobile music market in terms of user adhesiveness,leading the industry with a value of 33.5%.By taking Netease Cloud Music as the main research object,this paper made an in-depth analysis on the emotion-building and communication strategy.There are four core chapters in this paper.The first chapter is the in-depth analysis of Netease Cloud Music from the analysis of differentiated operation mode,main music style and user portrait,and the process from the special-interest to the current public-accepted.The second chapter starts from the user identity,analyzing the construction and community evolution mode of "tree hole" style interpersonal relationship in the main music section and comment area of Netease Cloud Music.The third chapter interpreted the classic cases of offline activities driving online emotion-building and communication,concluding that Netease Cloud Music promoted the empathy effect of the masses through the promotion at specific sites,The emotional marketing of brand cross-boundary can expand its influence by seizing the specific moment and making use of the carnival empathy of the masses.The fourth chapter is about the realistic difficulties faced by the emotion-marketing of Netease Cloud Music and the prospect of the future development trend.This paper used the literature analysis method,the case study method to carry on the profound discussion.As a music application,Netease Cloud Music has made emotion-marketing deeply rooted in people’s hearts and has become one of the most influential Internet music at present,which has certain reference significance for other industries or products.However,it still has some problems.The author still hopes its research on the emotion-marketing can provides references for the benign development of other Internet platforms.