Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 62 , 28 December 2023
Open
Access | Article
The Profit Pattern and Financial Impact of NetEase Cloud Music's Marketing Strategy
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Abstract
With the rise of short video platforms and the onset of the post-copyright era, the digital music industry is undergoing significant transformations. The competition within the industry has intensified, while user growth and conversion to paying users have encountered obstacles. As a leader in China's digital music industry, it is worth exploring how to overcome these challenges and identify new areas for growth. This paper employs literature research, case analysis, data analysis, and other research methods. Firstly, it analyzes NetEase Cloud Music's profit model based on subscription payments, advertising revenue, and sales of virtual items outlined in its prospectus. Secondly, it utilizes authoritative industry research reports to analyze NetEase Cloud Music's user positioning, consumer profile, and partnerships, simultaneously examining their marketing strategy through a case study involving Hangzhou Metro's collaboration with NetEase Cloud Music, known as "Reviews Train." By analyzing structural changes in financial data disclosed in annual performance announcements, this paper examines the impact of marketing strategies on revenue growth, cost control measures, and profitability, as well as explores how adopting diversified market strategies can enhance risk management capabilities and improve financial stability. Finally, this paper presents corresponding countermeasures and suggestions based on identified issues from previous analyses along with future prospects.
Keywords
NetEase Cloud Music, Marketing strategy, Business model, Financial analysis
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-225-1
- ISBN (Online)
- 978-1-83558-226-8
- Published Date
- 28 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/62/20231293
- Copyright
- 28 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited