摘 要随着时代的发展，经济的繁荣度越来越高，随之而来的就是技术的进步和网络的全覆盖。我们可以发现网络的兴起逐渐的影响了人们的生产生活，毫不夸张地说，现在的人们已经离不开网络。而依附着网络的大众媒体经济时代更是避无可避的迎来了繁荣时期。网络音乐平台就是这个时期的重要产物，它几乎完全替代了传统的音乐，成为了当下人们首选的休闲放松的方式，因此市场上网络音乐类的 APP 也是数不胜数的。本文通过对网易云音乐进行研究，挖掘该品牌的核心理念、以及对先天产生及后天具备的优劣势进行分析，对易云音乐建立开始所采用的营销策略级活动完成分析和评估。在这个过程中逐渐剖析品牌如今的不足和长处，取长补短。也是明确了自身的有效资源，在这个基础上去进行关于网易云音乐和共享单车间跨界营销活动的策划，从而让网易云音乐能够在市场竞争中有自己绝对的优势，不会被日新月异的更迭所淘汰。关键词：网易云音乐； 品牌营销； 活动策划； 品牌传播AbstractWith the development of the times, the prosperity of the economy is getting higher and higher, followed by the progress of technology and the full coverage of the network. We can find that the rise of the network has gradually affected people's production and life, it is no exaggeration to say that people are now inseparable from the network. The era of mass media economy, which is attached to the network, has ushered in a prosperous period. Internet music platform is an important product of this period, it almost completely replaces the traditional music, has become the first choice of leisure and relaxation, so the APP of online music in the market is also numerous.Through the research of NetEase cloud music, this paper excavates the core idea of the brand, and analyzes the advantages and disadvantages of the innate and acquired, and completes the analysis and evaluation of the marketing strategy level activities adopted by the establishment of Yi Yun music. In this process gradually analyze the brand'...
