本科论文AbstractThrough literature reading,this paper analyzes the crossover marketing strategy of Netease cloud music in detail.As one of the largest online music platforms in China,Netease cloudmusic crossover marketing scale is worth studying.This paper,based on the related theories of cross-border marketing to Netease cloud music as the research object,analyzing Netease cloud music in cross-border marketing advantages and disadvantages,put forward the corresponding improvement opinions,Netease cloud music has pay attention to the advantages of the user experience,unique creative,but there is also a lack of music copyright,crossover model easy to copy,emotional problems,such as excessive consumption users.Therefore,this paper believes that the promotion of Netease cloud music brand competitiveness can be started fromseveral aspects such as improving music copyright,cross-cultural marketing,moderate feelings,and strengthening management and control of UGC.Key words:NetEase cloud music,Crossover marketing,Brand本科论文目录1绪论1.1研究背景.....221.4.1关于跨界营销的国外文献1.4.2关于跨界营销的国内文献31.4.3关于网易云音乐的文献2.1跨界营销理论....3网易云音乐跨界营销现状.....54网易云音乐跨界营销策略的优势与劣势4.1网易云跨界营销的优势64.1.1音乐结合场景....4.1.2音乐结合交通媒介.·4.1.3跨界不同领域，研发产品4.1.4UGC模式...4.2网易云跨界营销的劣势74.2.1缺少音乐版权4.2.2过度消费用户感情.....84.2.4跨界模式易被复制...85网易云跨界营销策略优化建议..5.1优化自身产品....95.1.1完善音乐版权...5.1.2加强UGC内容管控本科论文5.2.1精准分析用户....5.2.2以用户为中心..105.2.3适度情怀..115.2.4建立长期有效的互动机制5.3跨界渠道多元化.·115.3.1多元化入口......5.3.2多渠道实现用户引流.....125.4.1利用文化元素进行跨界营销创新.125.5寻求跨界协同点，持续优化跨界...135.5.1品牌内涵一致，协同合作5.5.2共同的消费群体.....结论参考文献…