Keywords: NetEase Cloud Music; Music APP; Digital Music; Development Mode;

1, NetEase Cloud Music APP characteristics and advantages

NetEase Cloud Music is a mobile native music APP under NetEase, officially released in April 2013, is the first to propose the domestic market, and is the first to propose the development of music APP. It is the earliest music app in the domestic market to put forward the concept of "music socialization". The earlier concept of "music socialization" was put forward by DiewLamer, the CEO of the American music streaming software company Rdio, who believes that the essence of music is socialization, and that the future of digital music will be a very important factor in the future. He believes that the essence of music is social, and the future of digital music will be inferred by the effective delivery of social experiences. I believe that music socialization refers to the process of using music products as an emotional support, arousing users' inner feelings***songs, and achieving the process of enjoying music and exchanging hearts and feelings between users. Since its release, NetEase Cloud Music APP has been practicing the concept of "music socialization". The newest addition to the list is the newest addition to the list, the newest addition to the list, the newest addition to the list.

1.1 NetEase cloud music from three aspects to meet the user's music and emotional needs

First, greatly meet the user's audio-visual enjoyment, relaxation of the user's mood, NetEase cloud music humanized visual design, a large number of accurate recommended song list so that the user can easily find the music that meets their own tastes, and in addition to subscribe to their favorite radio station, to give themselves a relaxed and easy to use. You can also subscribe to your favorite radio station to give yourself a relaxing mood. What's more, NetEase Cloud Music is categorized by language, style, scene, emotion and theme, corresponding to users' different hobbies and listening needs under different scenarios. Secondly, it gives users a space to express their emotions and record their moods. NetEase Cloud Music provides a personal homepage where users can share their favorite music and record their moods through pictures and comments, as well as participate in topic exchanges. The third is to be able to share and exchange, friends recommend each other, can be shared to others can also be shared to others comments on the praise, rich in the "music social" way.

1.2 Users can create a personalized emotional window

Creating an emotional window is mainly achieved through the two major functions of "Dynamic" and "Comments". Music is an art, a lot of people can not create music but hear the music is but can produce *** song, and will produce a lot of emotion, and a lot of music APP did not give the user to vent their emotions space, other users can comment, like, so that the user in the publication of the dynamic and other users to form an interactive relationship, in the process may also form the emotional *** song. In addition, users can also express their emotions by initiating interactive topics and other ways. From the big data of NetEase cloud user behavior, we can see that the comments have become an important part of the user's listening behavior, and high-quality comments are also an important difference between NetEase cloud music and other music APPs, which can be said to be the core power of NetEase cloud music to maintain its social ecosystem.

1.3 Focus on understanding each user and building a unique large database

NetEase Cloud Music recommends songs to users by understanding each user's preferences when listening to songs on a daily basis, thus reducing the user's search cost and increasing the user's utility of listening to songs on the NetEase Cloud Music app. Not only that, NetEase Cloud will record each user's special music moments, in early January 2018, each NetEase Cloud user received a copy of their own annual music report, from which we were able to learn about our 2017 listening preferences. What type of songs you like to listen to, which song you listen to the most can also recall some special time, this annual report allows every user to understand their own 2017 listening path, leaving a sentiment to the user.

1.4 Differentiated Marketing

When NetEase Cloud Music was launched, it chose the young people group as the main target of promotion, and the young people group is partly students and partly ordinary office workers. And NetEase Cloud Music's marketing approach also has differences between the two groups.

Among students, NetEase Cloud Music strengthens campus promotion, and since 2014, NetEase Cloud Music has organized campus singer contests in various universities, which has been rapid in the college student group through interesting and innovative interactive forms. In terms of promotion, it also made full use of student resources, attracting students to serve as campus ambassadors with benefits such as internship opportunities, proof of employment and cash to promote the contest on campus. In terms of attracting players, in addition to the regular prizes, the winners will also be able to obtain the official resources of the Netease cloud music platform exposure opportunities, the official production of albums for the promotion of the well-known artist mentors to learn and cooperate together, and even have the opportunity to sign a contract with the record company.

For commuters, NetEase cloud also has a variety of marketing activities. For example, in the subway station set up a "music refueling station" booth, to "use music to the commuters refueling" as the slogan, to provide 100 sets of ipodtouch equipped with NetEase cloud music APP for passers-by to obtain free, and do not register, but to commit to No registration is required, but a promise is made to return them to the designated place after work. In addition, there is also cooperation with Uber, users invite friends to download NetEase Cloud Music APP can get Uder taxi software credit coupon. NetEase Cloud's personalized and differentiated marketing approach has attracted a lot of media attention and coverage, as well as many new users.

NetEase cloud music APP by virtue of the unique "music social" concept and scientific and humane design to attract and retain users, differentiated marketing strategy does not improve their own influence, to create a music APP market a brilliant.

2, music APP development recommendations and summary

Music is a kind of art, it is the way to express the emotions of the creators, is the listener's feelings to meet the ` way, and the music APP is to serve the user so that there is a better environment to enjoy the music. Therefore, I think a good music APP must meet two conditions, one is to have a song to listen to, the second is to listen to comfortable. In addition, I think the competition point of music APP market should not stay in the song copyright, but should be in the listening service. For the development of the music APP market, I summarize the following suggestions:

2.1 Market music copyright competition fairness and rationalization

A good music APP must first have songs for users to listen to, which is the most basic and important requirement. The amount of songs in the NetEase cloud library has no advantage, it is developed by virtue of the quality of service, however, in 2017 when many songs in the NetEase cloud shelves, many users have said to give up the NetEase cloud, re-accepted Kugou, QQ music, so the song is the fundamental APP survival, sentiment can not always retain users. The music APP on the one hand should actively strive for more good music copyright, on the other hand, should find good musicians, to cultivate their own excellent creators, a steady stream of good music can promote the sustainable development of music APP. Although NetEase Cloud can now use big data algorithms to reasonably avoid the disadvantage of a small library size, but in the major music APP modeled after the development of NetEase Cloud "music social", NetEase Cloud's future development is still facing great challenges. However, I believe that the market of music APP **** enjoy music copyright, cost sharing, in the service and marketing competition to attract users is the most reasonable trend of the future development of the music APP market.

2.2 Music APP page, function design rationalization

Music APP page, function design is the first impression of many users of this APP, so the page is simple and beautiful, operation friendly science is very necessary. In this regard, NetEase Cloud is worth learning from many APPs, especially without ads. In my opinion, APP pop-up ads are a kind of forced visual behavior, which is a sign of disrespect for users, and the appearance of ads will only cause more and more user disgust. Not only that, NetEase Cloud Music APP is friendly to operate, beautiful UI design, and scientific setup of functions, all of which are worthy of reference and learning from the market. In the new socialist era of accelerated pace of life, the user in the precious free time to use mobile devices to listen to music, is a thing of such enjoyment, music APP to bring pleasure to the user or will continue the pleasure, it is necessary to properly in the APP fundamentals up and down the good work.

2.3 Create a good "music socialization" atmosphere

Music is an artistic way to express and communicate emotions, and it is necessary to provide users with a space to express and communicate their emotions. The "music social" atmosphere is more attractive to meet the customers, but want to retain users longer, need to create a "music social" atmosphere on the long-term persistent. Good "music social" atmosphere, not only a strong emotional expression of the atmosphere, but also high-quality emotional exchanges, low-quality "music social" is just moaning. High-quality "music atmosphere" includes heartfelt and sincere comments and serious and focused emotional expression of dynamic and so on. The major music APP should actively create a high-quality "music social" atmosphere, although NetEase cloud in the "music social" on the domestic forerunner, but the performance is very good. The NFC's newest product, the NFC's newest product, is the NFC's newest product, the NFC's newest product, the NFC's newest product, the NFC's newest product, the NFC's newest product, the NFC's newest product, the NFC's newest product, the NFC's newest product.

2.4 Differentiated marketing strategy

Through the differentiated marketing strategy, the music APP can improve its own visibility to attract more users, but also give back to the old users to improve the retention rate. Differentiated marketing strategy is a creative and personalized marketing strategy for different user groups. The major music APP not only to differentiate marketing, but also creative, heartfelt and distinctive high-quality marketing.

In the technical conditions of the continuous development of today, the development of music APP, innovation conditions are almost convergence, when the technical advantage disappears, heartfelt, humane service and sincere for the user to create a good music environment attitude is the fundamental difference between the development of enterprises. The domestic music market still has a lot of room for improvement, but in the users and music business *** with efforts, a new high-quality music country is coming.

Expanded reading

What are the strengths and weaknesses of the NetEase cloud music app?

Advantages

1. The quality of the library

Searching for, downloading, and enjoying high-quality music is one of the important factors that many fans support NetEase, and the quality of the library is good, with a relatively high quality of the cover and lyrics, and a relatively high quality of the content of the library. The music library content is relatively high quality, most of the songs you like to listen to can be found, but also can dig into a lot of treasure songs and treasure musicians.

2. Product features and product experience

Lyrics/comments picture sharing function; based on the song personalized recommendation function; music peripheral mall, etc., can more comprehensively meet the public's music needs.

3. Community atmosphere

NetEase Cloud Music is a music player APP, is also a good atmosphere of the music community, many users will be published in the song below the heart of the music comments, in recent years, the subway music review special car, music song list special machine, graduation trilogy microfilm series and other publicity from the sentiment and interaction, caused a lot of people who like music **** Ming.

4. Music recommendation

Cloud music recommendation function is good, according to your taste in listening to music, to help you a variety of recommendations for a variety of songs you haven't heard, for a lot of young people who love new things but are too lazy to explore, can be called the lazy music artifacts.

5. Independent musicians

Many independent musicians choose to release singles on NetEase Cloud Music, and for the same songs, you'll find that the amount of interaction with Cloud Music is high, the quality of the interaction is also high, and the quality of the fans is also relatively good.

What needs to be improved

1. The copyright of individual Chinese songs is not available, and we hope to fight for it in the future.

2. Although the comment section has a good atmosphere, there are a bit too many non-music related comments, and it would be better to focus more on the music aspect of the comments.

3. There is no TV version, which is not very friendly to users who like to operate everything on TV.