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The Usage of Emotional Marketing in the Online Music Industry – A Case Analysis of NetEase Cloud Music

In: Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

Author

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  • Kaijie Liu

    (Wuhan Britain-China School)

Abstract

Emotional marketing has gradually become a new development direction in the personalized service market, especially in the market of online music platforms. Based on the current highly competitive online music market, the article explores the market structure of online music platforms in China to provide context for the strategy used in the online music platform market. The article then examines the reasons for using emotional marketing as a strategy for NetEase Cloud Music and the effects brought by the strategy. It turns out that NetEase Cloud Music has helped its market expansion through emotional influence, and users are gradually increasing.

Suggested Citation

  • Kaijie Liu, 2023. "The Usage of Emotional Marketing in the Online Music Industry – A Case Analysis of NetEase Cloud Music," Advances in Economics, Business and Management Research, in: Hrushikesh Mallick & Gaikar Vilas B. & Ong Tze San (ed.), Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pages 615-621, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-098-5_70
    DOI: 10.2991/978-94-6463-098-5_70
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