Analysis of Business Operation Model and Marketing Strategy of Online Music Platform: A Case Study Based on NetEase Cloud Music

Abstract

With the rapid development of the Internet, the competition among online music platforms has become more and more intense. With its unique business model, operation strategy and marketing methods, NetEase Cloud Music has occupied a place among many music platforms. Through literature review and case study, this paper discusses how NetEase Cloud Music develops its product positioning and operation strategy by meeting users' needs, and how its profit model promotes the sustainable development of the platform. The study finds that NetEase Cloud Music's users are mainly distributed in the first and second tier cities, with young, active and music-loving users. The platform has successfully attracted a large number of users through precise user group segmentation and personalized services. Meanwhile, NetEase Cloud Music's community-based operation strategy and innovative marketing tactics have greatly enhanced brand influence and user stickiness. However, the platform also faces challenges such as copyright issues, user growth and stickiness, as well as community management and content quality. In order to cope with these challenges, this article puts forward the suggestions of increasing market share, integrating social elements, expanding copyright cooperation and improving membership system. Looking ahead, NetEase Cloud Music will continue to deepen its business model innovation centered on user demand, improve user experience, expand overseas markets, and contribute to the development of the global music industry.