工商管理-网易云音乐APP品牌传播策略研究.docx

本科论文摘要当下时代，以信息技术为代表的各项技术呈现出爆炸式发展状态，依托各项新技术及其发展应用而生的各类设备、产品、服务等也是纷至沓来，令人目不暇接；并在不同方面给人们的休闲、娱乐等生活带来巨大影响其中，各类电子音乐APP客户端如雨后春笋般的接续而生，就是其应信息技术而兴的最为集中和生动的体现这些音乐APP与智能相捆绑，不仅颠覆了过往人们对于音乐传播、欣赏等的方式，而且能够给与用户更为友好的音乐体验随着信息技术以及电子产品的勃兴，不仅诸如Spotify、YouTube等国外老牌的音乐平台实现了华丽的转身，而且诸如酷狗音乐、音乐、酷我音乐、虾米音乐等国内新兴的音乐平台也是不甘落后并呈后来者居上之势可以这样来讲，在移动互联网高度广泛普及的今天,数字网络音乐已经发展成为网络音乐信息传播的主要技术形态在新旧音乐APP的激烈交锋和竞争中，各个音乐APP想要在其中突出重围并占有一定的市场，除了音质等技术层面的因素以外，其品牌传播策略也在发挥着越来越重要的作用也就是说，如何使客户在纷纭多样的APP中发现自己，成为关乎音乐APP生存和发展的关键因素网易乐视云数字音乐品牌APP近年作为数字音乐品牌APP后起之秀,以数字音乐视频社交平台为主要依托使其飞速发展并迅速成长占领市场,从总结网易乐视云数字音乐品牌APP市场特点需求出发,对总结网易乐视云数字音乐品牌APP近年品牌定位传播优化策略分析进行综合分析,通过基础理论以及概述三个部分,讨论了网易数字视频音乐近年品牌的策略分类,阐述了本课题研究的基础理论,通过总结pest综合分析法和swot综合分析法对近年宏观经济环境、微观经济环境因素进行综合分析,通过总结网易乐视云数字音乐品牌APP近年品牌定位传播优化策略综合分析,从近年品牌策略定位、主体、内容、方式、渠道四个个方面深入研究分析网易乐视云数字音乐品牌APP近年品牌定位传播优化策略,最后通过总结分析网易乐视云数字音乐品牌APP近年品牌定位传播优化策略整体效果及特点提出其品牌优化策略建议。

探析目前网易影视云直播音乐视频APP版的品牌文化传播成功之处,并对其作出一定的价值反思,对其长期良好品牌发展前景具有重要指导意义关键词：数字音乐；网易云音乐APP；品牌传播AbstractIn the current era, various technologies represented by information technology are developing explosively. All kinds of equipment, products and services based on various new technologies and their development and application are also coming in at a dizzying pace. And in different aspects to people's leisure, entertainment and other life has a huge impact. Among them, all kinds of electronic music APP clients are springing up like mushrooms, which is the most concentrated and vivid embodiment of its popularity in response to information technology. These music apps are bundled with smart phones, which not only subvert the way people used to spread and appreciate music, but also provide a more user-friendly music experience for mobile phone users. With the development of information technology and electronic products, digital video music has been developing for more than 20 years based on different video formats. Especially in the past 10 years, not only the old foreign music platforms such as Spotify and YouTube have made a magnificent turn, but also the emerging domestic music platforms such as kugou music, music, kuwo music and xiami music are not to be left behind and are becoming the latecomers. In this way, with the high popularity of mobile Internet today, digital network music has developed into the main technical form of network music information transmission.In the fierce competition between new and old music apps, each music APP wants to stand out and occupy a certain market. In addition to the technical factors such as sound quality, its brand communication strategy is playing an increasingly important role. In other words, how to make customers find themselves in various apps has become a key factor for the survival and development of music apps. Netease Letv cloud digital music brand APP in recent years, as a brand of digital music APP counterpart, in digital music video social platform as the main rely on the rapid growth and occupy the market, the rapid development from the summary of netease Letv cloud characteristics of digital music brand APP market demand, to summarize netease Letv cloud digital music APP in recent years, brand positioning brand spread optimization strategy analysis, comprehensive analysis through the basic theory and an overview of the three parts, discusses the netease digital video classification of music brand strategy in recent years, expounds this topic research the basic theory, through synthetic analysis method of pest and swot comprehensive analysis Method in recent years, the macroeconomic environment and microeconomic environment factors in comprehensive analysis, through summarizing netease Letv cloud digital music brand APP spread in recent years, brand positioning optimization strategy, a comprehensive analysis from the brand positioning strategy in recent years, the main body, content, way, channel's four aspects of in-depth research and analysis netease Letv cloud digital music brand APP spread brand positioning optimization strategy in recent years, finally summarizes the analysis netease Letv cloud digital music brand APP spread brand positioning optimization strategy in recent years the overall effect and characteristics of its brand optimization strategy is put forward. This paper analyzes the success of netease film and television cloud live music video APP version of brand culture communication, and makes a certain value reflection on it, which has important guiding significance for its long-term good brand development prospects.Keyword:Net-Ease cloud music;Brand communication;Digital music目 录摘 要 IABSTRACT II目 录 III第一章 绪论 11.1 研究背景 11.2 研究目的与意义 21.2.1 研究目的 21.2.2 研究意义 31.3 国内外研究现状 31.3.1国内研究现状 31.3.2 国外研究现状 41.4 研究内容 51.5 研究方法 6第二章 基础理论概述 72.1 基本概念 72.1.1 数字音乐 72.1.2 品牌传播 72.2 相关理论及分析工具 72.2.1传播学5W理论 72.2.2 PEST分析法 82.2.3 SWOT分析法 8第三章 网易云音乐APP简介及品牌传播环境分析 93.1 网易云音乐APP简介 93.2 网易。