Customer Value Proposition Perception Of Online Music Platforms Based On Big Dat

Under the background of the new technological revolution of big data,the domestic online music industry has developed rapidly.As the music-carrying mode shifts from CD to online mode,listening to music is an extremely easy thing to achieve,and music has become an indispensable part of people’s lives.Online music platforms have gradually become the main channel for music lovers to listen to songs.While listening to songs,music lovers can also comment,"likes",and follow up online for interactive communication and express their needs and opinions.These behaviors have changed the way of value creation,and transformed the traditional mode of value creation with enterprises as the main body into users actively participating in the value creation process of enterprises to realize value co-creation.This paper takes the Net Ease Cloud Music platform with massive song resources,diversified comment functions and innovative social functions as an example,analyzes the value cocreation behavior of customers in the platform and the generated customer value.Perceive the customer value proposition of the music platform based on the specific customer value types generated.In this paper,the customer needs of online music platforms are mainly divided into the needs of listening to songs and the needs of emotional expression.First of all,for the customers’ listening needs,this paper selects a total of 1503 new songs on the Net Ease Cloud Music platform from March 31 to December31,2021 as the research object,sorts and summarizes the twelve characteristic attributes of each new song,and analyzes them.Count how long a song has survived on the New Songs chart.With the help of univariate Kaplan-Meier survival analysis method and multivariate Cox risk regression analysis method,the variables of "nationality","number of fans" for singer category and "music variety show","single release","number of comments","first release ranking" for song category were determined,a total of six attributes are the characteristics of high-probability survival songs on the list.When customers listen to the types of songs that meet their needs through the chart,the value co-creation behavior of listening to songs will generate specific customer practical value.Therefore,the process of satisfying customers’ listening needs has produced practical value for customers.Secondly,for the emotional expression needs of customers,this paper selects 84 songs with a large number of comments and various types in the survival analysis as the research objects,and uses the Python crawler system to obtain the comment text of the songs.For the analysis of the comment text,on the one hand,the Snow NLP library is used for sentiment analysis,and the results show that the sentiment of the comment has three types: positive,neutral and negative.Summarize and analyze the main content and distribution of the three emotions respectively,combined with the definition of specific types of customer value,it is believed that the value cocreation behavior of customer comments will produce specific customer emotional value and entertainment value.On the other hand,the ROST CM tool is used for semantic network analysis.From the analysis of the generated high-frequency words and semantic network diagram,it is concluded that the behavior of customer comments will produce information value and social value at the same time.The perception of the customer value proposition of Net Ease Cloud Music platform is to determine a clearer type of customer value on the basis of customer value.According to the results of survival analysis and text analysis,the types of customer value generated by customers listening to songs are mainly customer practical value;the types of customer value generated by customers’ emotional expression requirements are mainly emotional value,entertainment value,information value and social value.According to the type of value generated by customers,put forward corresponding suggestions and strategies for the better development of music singer-songwriter and music platform.For music singer-songwriters,it is recommended to publish songs with special timing as the theme;create and provide songs that are easily selected by the audience.For the music platform,it is recommended to launch a summary of the songs’ achievement on the chart;set up a search function in the comment area and improve customers’ music literacy.