The Strategy for Netease Cloud Music to Enlarge the Market.
DOI:
https://doi.org/10.54691/bcpbm.v24i.1444Keywords:
NCM, Marketing Mix Theory, SWOT.Abstract
Under the context of development of social media in China, this article tried to solve NCM’s use of marketing strategies corresponding to its features to enlarge the market. This research investigated the market of streaming music, and how NetEase stands out from the drastic competition. The marketing mix is the main theory to conduct the whole analysis, while SWOT analysis is also used to investigate NCM’s case. By analyzing the SWOT of NetEase Cloud Music (NCM), research revealed how the business successfully used marketing mix strategies. The results showed that NCM has great advantages in its special culture of “Net depression Cloud” whilst it lacks copyrights in the competition. The implications were made depending on analysis, which indicated NCM should maintain its strength in the company’s corporate image and personalized services. At the same time, NCM should try its best to fit into globalization trend.
Downloads
References
Beer, D. Making Friends with Jarvis Cocker. Music Culture in the Context of Web 2.0. Cultural Sociology, 2008, 2(2), 222–241.
“Music Lndustry Key Statistics.”, Industry Data. (n.d.), IFPI, April 21, 2022, https://www.ifpi.org/our-industry/industry-data/
Chen, X. Research on the Characteristics and Communication Mode of Interesting Virtual Community: Take Net Ease Cloud Music as an Example. 4th International Symposium on Social Science (ISSS 2018), 2018, 89.
Naveed.K, Watanabe.C, Neittaanmäki.P, et al. Co-evolution between streaming and live music leads a way to the sustainable growth of music industry – Lessons from the US experiences. Technology in Society, 2017, 50, 1–19.
Išoraitė.M. MARKETING MIX THEORETICAL ASPECTS. International Journal of Research-GRANTHAALAYAH, 2016, 4(6),25 37.
Van Waterschoot W., Van den Bulte C. et al. The 4P Classification of the Marketing Mix Revisited. Journal of Marketing, 1992, 56(4), 83–93.
Jain.M.K. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary Studies, 2013, 1(4), 23-28.
Fripp.G. The role of the marketing mix. THE Marketing Study Guide, (2014, July 15), https://www.marketingstudyguide.com/role-marketing-mix/
Brown. J. D. Marketing for Music Directors. Music Educators Journal, 1987, 74(2), 57–60.
M.M.H. The Management of Consumer Cooperatives. Paygan Publications, Tehran, 2005.
Hoang P. Business Management 4th Edition Paul Hoang IBID Press, IBID Press, 2022.
Davies W., Brush.K. E, et al. High-tech industry marketing: The elements of a sophisticated global strategy. Industrial Marketing Management, 1997, 26(1), 1-13.
Mishra A. Place Strategy in Marketing Mix. Management Weekly, (2020, October 26). https://managementweekly.org/place-strategy-in-marketing-mix/#:%7E:text=Place%20strategy%20in%20marketing%20mix%20example%201%20Amazon,facades%20to%20project%20a%20sense%20of%20security.%20
Marketing Mix. Aiu education Courses. https://courses.aiu.edu/Certificate/Branding/Marketing/Leccion%204/Marketing%2004.completed.word.pdf
Barney.J.B. Looking inside for Competitive Advantage. The Academy of Management Executive (1993-2005), 1995, 9(4), 49–61.
NCM Leads Electronic/ Dance Music Growth in China. CISION. (2018, June 27). https://www.prnewswire.com/news-releases/NetEase-cloud-music-leads-electronic-dance-music-growth-in-china-300528356.html
Liu Y. How NCM became a therapy platform. TechNode. (2020, September 2). https://technode.com/2020/09/02/how-NetEase-cloud-music-became-a-therapy-platform/
Li Yonghao, Zhang Q., Li.A.R, Cheng J, et al. Business Model Comparison Between Spotify and NCM. Advances in Social Science, Education and Humanities Research, (2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)), 615. https://www.atlantis-press.com/article/125967021.pdf
C.M.H.S.U.C.L.A. About Emo Youth Subculture. Center for Mental Health in Schools at UCLA. April 24, 2022, from http://smhp.psych.ucla.edu/pdfdocs/youth/emo.pdf
Downloads
Published
Issue
Section
How to Cite
