Research On The Marketing Model Of Digital Music In The Age Of The Internet

The development of Internet information technology has brought new opportunities for the prosperity of digital music industry.Digital music dominated by streaming media has shown a strong growth trend in recent years,and mobile Internet users have increasingly diversified demands for digital music.In view of the complicated marketing changes under the new situation,this paper studies the main body of Chinese digital music marketing model.Through the method of combining theory and practice,comprehensively using the method of literature research to collect and sort out the publicly released document policies and data research reports,forming a more comprehensive understanding of the research objects.Through direct observation,understanding and content sorting of the participants in the digital music industry,PEST analysis method is used to analyze the political,economic,social and technical environment of digital music from a macro perspective,and to further understand the industrial environment and competitive environment from a micro perspective.At present,the digital music market of our country is competitive,the head enterprises take a leading advantage,and resource integration and demand segmentation is the trend of current digital music marketing,each main body of the market by enriching music content,building brand image,clear user portrait,improve the user experience and other ways to attract and retain users.In this study,the case of Jay Chou’s latest album "The Greatest Work" is selected.With the help of the network integrated marketing theory and the 4I theory in the marketing communication theory,the marketing communication activities are analyzed from the four perspectives of the principle of interest,the principle of interest,the principle of interaction and the principle of personality.Finally,it puts forward the corresponding strategies aiming at the existing problems in digital music marketing communication,providing feasible theoretical basis and practical guidance for the healthy development of our digital music industry.