Research On Digital Music Content Operation

Digital music is the mainstream form of Internet users’ consumption and an important communication content.With the development of digital music market entering the plateau period,it has become increasingly necessary for digital music platforms to continue to occupy the market by doing a good job in content operation,paying attention to details optimization and upgrading user consumption experience.As a latecomer in the digital music market,NetEase Cloud Music has the inherent disadvantages of lack of copyright and shortage of funds.It is still able to occupy a stable user group in the market under the "clampdown" of Tencent Music,Kugou Music and other major music platforms.Its high-quality content operation is the key factor for NetEase Cloud Music to become the leading digital music platform.Therefore,starting from the realistic background,this paper selects NetEase Cloud Music as the case study object to carry out in-depth discussion on all aspects of NetEase Cloud music content operation,in order to provide practical guidance for market players such as Internet enterprises which mainly operate digital music content,and promote the development and strengthening of China’s digital music publishing industry.Firstly,this paper analyzes the research status and defines specific concepts of key words such as content operation and digital music through literature review,so as to lay a theoretical foundation for further case studies.Secondly,an analytical framework for content operation is built from four aspects: content positioning,content production,content dissemination and content consumption.Combined with field research,network ethnography and case analysis,an in-depth case study is conducted on the content operation strategy of NetEase Cloud Music.The research shows that on the basis of accurate positioning of target consumers,it has a positive effect on the continuous occupation of stable user groups to clarify the content form and content pattern;The complementary content production innovation mechanism of PGC and UGC is the unique development path created by NetEase Cloud Music;The combination of social communication,cross-border cooperation and hot node marketing is conducive to maximize the spread of digital music content.Humanized multifunctional services optimize and upgrade user consumption experience.Meanwhile,the copyright management of NetEase Cloud Music needs to be strengthened,the content quality is uneven and the profitability needs to be further improved.Based on this,the paper puts forward suggestions for the optimization of digital music platform content operation,and maximizes its own advantages by standardizing copyright use and developing existing resources.Improve the platform audit,strengthen the positive guidance of quality content;At the same time,we should seize the favorable opportunity when the epidemic situation is stabilizing,broaden the music scene,and lead more offline music consumption.