The Usage of Emotional Marketing in the Online Music Industry – A Case Analysis of NetEase Cloud Music

DOI

10.2991/978-94-6463-098-5_70How to use a DOI?

Keywords

Emotional marketing; Market structure; Online music platform; NetEase Cloud Music; PEST analysis

Abstract

Emotional marketing has gradually become a new development direction in the personalized service market, especially in the market of online music platforms. Based on the current highly competitive online music market, the article explores the market structure of online music platforms in China to provide context for the strategy used in the online music platform market. The article then examines the reasons for using emotional marketing as a strategy for NetEase Cloud Music and the effects brought by the strategy. It turns out that NetEase Cloud Music has helped its market expansion through emotional influence, and users are gradually increasing.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Kaijie Liu
PY  - 2022
DA  - 2022/12/27
TI  - The Usage of Emotional Marketing in the Online Music Industry – A Case Analysis of NetEase Cloud Music
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 615
EP  - 621
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_70
DO  - 10.2991/978-94-6463-098-5_70
ID  - Liu2022
ER  -