[摘 要] 我们正处于互联网飞速发展时期，依赖互联网而生的数字音乐已逐渐成为炙手可热的研究对象。数字音乐赢得市场竞争的关键是建立在优质内容服务之上的差异化品牌，而建立差异化品牌的关键一步就是提升其品牌竞争力。品牌竞争力是企业核心竞争力的外在表现，统领企业其他所有竞争能力，是处在核心地位上的能力，品牌竞争力是企业所独具的能力并且是竞争对手不易甚至是无法模仿的。同时，品牌竞争力还具有延展力，使企业得以扩展应有的潜力。网易云音乐作为在线音乐平台的后起之秀，之所以一直以来饱受赞誉，与其强大的品牌竞争力是密不可分的，因此值得研究与借鉴。
本文介绍了网易云音乐的基本概况，阐述了网易云音乐品牌竞争力的发展现状，并通过对网易云音乐品牌竞争力进行SWOT分析，从中找出了歌单资源不足、受众面较小、知名度不高等问题，并提出了完善歌单资源、多渠道实现用户引流等发展建议，希望通过这一系列的分析研究在提高其自身品牌竞争力的基础上为同类产品提供成功经验，进而为我国数字音乐赢得更大的市场。
[关键词] 网易云音乐；品牌竞争力；在线音乐
[Abstract] We are in the period of rapid development of the Internet, and digital music, which depends on the Internet, has gradually become a hot research object. The key to winning the market competition for digital music is to build a differentiated brand based on quality content services, and the key to building a differentiated brand is to enhance its brand competitiveness. Brand competitiveness is the external performance of the core competitiveness of an enterprise. Leading all other competitive capabilities of an enterprise is the ability in the core position. Brand competitiveness is the unique ability of an enterprise and is not easy or even imitated by its competitors. At the same time, the brand competitiveness also has the extension force, enables the enterprise to expand the potential. NetEase cloud music, as a rising star of online music platform, has been praised for its strong brand competitiveness, so it is worth studying and learning.
This paper introduces the basic situation of the NetEase cloud music, expounds the current situation of the development of NetEase cloud music brand competitiveness, and through the SWOT analysis of NetEase cloud music brand competitiveness, to find single resource shortage, the song at a small, low profile, and put forward the perfect song single resources, through various channels to realize the user drainage development Suggestions, hope that through this a series of analysis and research on improving its own brand competitiveness for similar products on the basis of successful experience, thus win a larger market for digital music in China.
[Key words] NetEase Cloud Music; Brand Competitiveness; Online Music
目 录
中文摘要 I
英文摘要. II
目 录. III
引 言 1
一、网易云音乐简介 2
二、网易云音乐品牌竞争力的发展现状及SWOT分析 3
（一） 网易云音乐品牌竞争力的发展现状 3
（二） 网易云音乐品牌竞争力的SWOT分析 6
三、网易云音乐品牌竞争力发展中存在的问题 8
（一） 歌单资源不足 8
（二） 受众面较小，知名度不高 9
（三） 搜索及社交功能不够完善 11
四、网易云音乐品牌竞争力发展的建议 11
（一） 完善歌单资源 11
（二） 多渠道实现用户引流，提高知名度 13
（三） 增强与用户的交流，完善产品功能 14
结 论 16
参考文献 17
