网易云音乐跨界营销策略研究论文

本科论文AbstractThrough literature reading, this paper analyzes the crossover marketing strategy of Netease cloud music in detail. As one of the largest online music platforms in China, Netease cloud music crossover marketing scale is worth studying. This paper, based on the related theories of cross-border marketing to Netease cloud music as the research object, analyzing Netease cloud music in cross-border marketing advantages and disadvantages, put forward the corresponding improvement opinions, Netease cloud music has pay attention to the advantages of the user experience, unique creative, but there is also a lack of music copyright, crossover model easy to copy, emotional problems, such as excessive consumption users. Therefore, this paper believes that the promotion of Netease cloud music brand competitiveness can be started from several aspects such as improving music copyright, cross-cultural marketing, moderate feelings, and strengthening management and control of UGC.Key words: NetEase cloud music,Crossover marketing,Brand本科论文目 录前 言.....................................................................11 绪论....................................................................21.1 研究背景...........................................................21.2 研究意义...........................................................21.3 研究方法...........................................................21.4 国内外文献综述.....................................................21.4.1 关于跨界营销的国外文献.......................................21.4.2 关于跨界营销的国内文献.......................................31.4.3 关于网易云音乐的文献.........................................32 相关理论................................................................42.1 跨界营销理论..................................................