Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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

Authors
Kaijie Liu1, *
1Wuhan Britain-China School, No.10 GutianRd Ce, Wuhan, 430000, Qiaokou District, China
*Corresponding author. Email: Jason050628@hotmail.com
Corresponding Author
Kaijie Liu
Available Online 27 December 2022.
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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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
78-94-6463-098-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_70How to use a DOI?
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.

Cite this article

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  -