Analysis on Marketing Strategy of Chinese Online Music Platform–QQ Music

Today, as various music apps gradually become the “infrastructure” on people’s mobile phones, the future development of music apps has become an important issue. As a representative music platform in China, QQ Music has the common advantages of streaming media platforms and faces the general problems of online music platforms. This article is based on the literature, adopts document analysis to expose the deficiencies of QQ Music. The study shows that QQ Music has a social model that is too old-fashioned. And QQ Music has a problem with the over-collection of users’ personal information. In addition, QQ Music’s copyright protection measures are inadequate and its hardware industry chain is not well developed. The company’s social networking model is too dated, and QQ Music needs to regulate the scope of information collection and protect user privacy. Apart from that, QQ Music should try to improve the other two problems by using digital protection system technology and extending the related hardware industry chain.