基于整合营销理论的网易云音乐传播策略  

Research on the Netease Cloud Music Communication Strategy Based on Integrated Marketing Theory

作　　者：陈琴弦 陈婷 CHEN Qinxian;CHEN Ting(School of Economics and Management,Wuchang Shouyi University ,Wuhan 4300664,China)

机构地区：[1]武昌首义学院经济管理学院

出　　处：《科技创业月刊》2019年第9期30-32,共3页Journal of Entrepreneurship in Science & Technology

摘　　要：随着网络环境发展,在企业经营传播的过程中,整合营销传播越发受到重视,新媒体迅速发展让整合营销的方式更加多元化。围绕整合营销对网易云音乐的传播策略进行分析,通过问卷调查了解网易云音乐的用户特征,探讨在互联网环境下,以消费者为导向的新型整合营销传播策略,开展对企业的传播推广,为企业提供整合营销传播参考借鉴。With the development of the network environment,more and more attention has been paid to the integrated marketing communication in the process of business communication.The rapid development of new media has made the integrated marketing more diversified.The dissemination strategy of NetEase music is analyzed around the discussion of integrated marketing.The user characteristics of NetEase music are understood through questionnaire survey.The new consumer-oriented integrated marketing communication strategy under the Internet environment is discussed.How does it affect the dissemination and promotion of enterprises and bring it up for the same type of enterprises?Suggestions for Integrated Marketing Communication.

关 键 词：整合营销 网易云音乐 传播策略 

分 类 号：F274[经济管理—企业管理]