数字音乐平台用户特征初探——以虾米音乐为例

Research on the Traits of Digital Music Platform Users——Taking the Xiami Music as Example

数字音乐平台在新一轮兼并整合浪潮中逐渐明确自身定位,积极制定差异化发展战略。本研究首先梳理数字音乐平台的特征及发展过程中的阻碍,其次通过数据建模,以虾米音乐的用户特征为切入点,界定其主要用户群为年轻、高学历的体制外人群,同时结合虾米音乐的产品特性进行分析。最后,研究者提出包括增强用户身份认同感,注重产品的情感设计以及提升产品社会属性在内的三大战略性发展策略,以期对数字音乐平台的发展提供用户研究基础。

The digital platforms gradually get a clear self-positioning in the new round wave of mergers and integrations, and make positively the differentiated strategy of development. Firstly, this article teases out the features of the digital music platforms and the obstacles in their development. Secondly, defines the young people with higher educational background outside the civil service system as their main user group, and makes analysis based on the product features of Xiami Music at the same time. Finally, the researchers put forward the three tactics of strategic development including strengthening the sense of user identity, paying attention to emotional design of the products and raising the social attribute of the products, in order to provide the research basis of users for the development of digital music platforms.