Abstract
The Internet's innovation has had a profound impact on NetEase CloudMusic's development and marketing strategy adjustments. This paper examines the 2017 "Music Review Train" campaign, which NetEase CloudMusic and Hangzhou Metro launched, with the goal of identifying the strategic factors that led to its success. Based on the marketing mix theory of 4Is, this paper applies the campaign as a case and employs relevant data and literature. This paper found that the success of the campaign was primarily due to the application of an interesting strategy by selecting interesting music reviews as advertising content. This paper suggests exploring the interests of different audience groups in the future and collaborating with popular film and television intellectual property (IP). The second reason is the application of an interaction strategy, which allows for offline and online interaction with users. It is suggested that in the future, emphasis can be placed on the operation of new media platforms and the opening of offline shops to offer an interactive experience. This paper hoped to provide a reference for upgrading the marketing strategy of NetEase CloudMusic to improve the communication effect and brand image and thus contribute to the brands future development.
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