Research on Brand Building and Communication Strategy of New Media APP
Take NetEase Cloud Music as an Example
Authors
Ge Teng1, *
1Film- Television and Communication College, Shanghai Normal University, Shanghai, 200234, China
*Corresponding author. Email: 161847286@masu.edu.cn
Corresponding Author
Ge Teng
Available Online 29 April 2022.
- DOI
- 10.2991/aebmr.k.220405.242How to use a DOI?
- Keywords
- Brand building; Communication strategy; New media APP; NetEase Cloud Music
- Abstract
Various industries have begun to merge in the era of new media, and many offline industries have started to carry out brand new marketing by combining online methods. This study takes the music app NetEase Cloud Music as an example, as a more detailed study of the reasons for the rapid development of NetEase Cloud Music by comparing it with other Chinese music application marketing methods. Through extensive data analysis, it will also study whether people attach importance to emotional value.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Ge Teng PY - 2022 DA - 2022/04/29 TI - Research on Brand Building and Communication Strategy of New Media APP BT - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) PB - Atlantis Press SP - 1453 EP - 1457 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220405.242 DO - 10.2991/aebmr.k.220405.242 ID - Teng2022 ER -