2024年5月3日发(作者：)

摘 要

互联网时代初始至今，在线音乐平台之间的市场竞争也随之愈演愈烈，截止到目前

显示市场基本是由腾讯音乐、百度音乐、阿里音乐以及网易云音乐这四家集团所共同割

据的，行业内其他竞争对者如果想要加入当前阵容，其平台的顾客以及用户在使用过程

中的感观就显得尤为重要。音乐类在线APP只有依托行业圈层经济一荣俱荣、一损俱损

的特点，利用互联网线上和线下相互共同合作，才有可能会达到品牌营销的利润最优化。

我选择网易云音乐为本文主要研究对象的原因主要有以下两点，原因之一是相较于

酷狗、QQ还有咪咕音乐这些进入市场早且在 PC阶段时期内就显示出其优势的在线音乐

平台，网易云音乐之所以会获得用户的一致好感完全凭借它从创立开始就是从顾客受感

出发的，走的是差异性市场战略，产生了大量例如杭州地铁营销类案例。第二，跟其他

同类型竞争者相比，网易云进入市场时间相对属于较晚的行列，但是它在三到五年内就

迅速赶超甚至跻身其中成为四大集团之一，现如今已经拥有了大量的使用者以及拥护

者，所以说网易云音乐从开始到现在的发展相对来说更具有代表性，对其运用的营销策

略研究也更有意义。

全文是把网易云的营销策略和方式作为理论基础来研究的，总体分为四个部分：先

讲述了本篇论文的研究背景、目的和意义，结合中外相关议题提出论点和研究主要方向；

其次是从音乐平台行业的整体宏观和微观环境入手，将研究目光着眼于整个行业，分析

其在当前形式下的营销状况和行业产品特性；第三部分开始对网易云音乐和其所属集团

的概况和现状作出分析；最后在第四部分又分别从SCP模型、STP分析，还有4P角度等

多个层面对网易云音乐从进入市场至今所实施的营销策略进行了细致的研究，分析优势

与劣势然后得出结论，提出对整个在线音乐普遍使用的营销策略，期望能为其提供新的

思路和方法。

关键词：营销策略；音乐类 APP；网易云音乐

Abstract

Since the beginning of the Internet era, the market competition of online music platform

has become more and more fierce. At present, the competition pattern in the market is divided

by four groups: Tencent music, Ali music, Baidu music and NetEase cloud music. If other

competitors of the same type want to join the current pattern, the perception of their

customers and users in the process of use is particularly important. Music online APP only

relying on the industry circle of economic prosperity, loss of all characteristics, using the

Internet online and offline cooperation, it is possible to achieve the profit optimization of

brand marketing.

This article selects NetEase cloud music as an example mainly based on the following

two reasons: first: compared with KuGou, QQ music, Mi goo music and so on in the PC stage

has already shown the superiority in the music platform, the reason why NetEase cloud music

will obtain the user's unanimous favor completely relies on it from the beginning is from the

customer feeling, walks the difference market strategy, has produced the massive Hangzhou

subway marketing class case. Second, compared with other competitors of the same type,

Netease Cloud entered the market later, but quickly caught up with or even joined the four

major groups in three to five years, and now has a large number of users and advocates, In

order to say that the development of NetEase cloud music from the beginning to the present is

relatively more representative, and the use of marketing strategy research is more meaningful.

The paper is based on the marketing strategies and methods of Netease Cloud, which is

divided into four parts: first, the background, purpose and significance of this of this paper are

described, and the main research directions are put forward in combination with the relevant

issues at home and abroad; secondly, starting from the overall macro and micro environment

of the music platform industry, the research will focus on the whole industry, and analyze its

marketing situation and industry product characteristics in the current form;and the third part

begins to analyze the general situation and current situation of NetEase cloud music and its

group; The fourth part from the SCP、STP and 4 P three levels of NetEase cloud music

implementation of specific marketing measures After analyzing its advantages and

disadvantages, it concludes that the marketing strategy for the whole online music is put