How to build a music social ecology, based on user participation and emotional marketing / Shumin HOU / 2021

Titre : How to build a music social ecology, based on user participation and emotional marketing Type de document : Mémoire Auteurs : Shumin HOU, Auteur Année de publication : 2021 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ECOLOGIE ; MUSIQUE ; CULTURE ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING CULTUREL Résumé : The purpose of this seminar is to explore how user engagement affects the recognition of music platforms and how music platforms can leverage emotional marketing to lead the innovative development of digital music platforms, based on the core vocabulary of "music ecology". Based on an in-depth scientific study of digital music communication, marketing science, and the perspective of users after my personal use, the actual music business platform model is explored. It aims to provide a preliminary framework for theory and practice. A practical case study of the operation of the NetEase Cloud Music platform will echo the main theoretical perspectives highlighted in Part I. It will also provide a reflection on the social ecology of digital music, a current trend. Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538568