User Demand Awareness and Analysis of Online Music——Take NetEase Cloud Music Platform as an Example

Music is one of the most critical objects of entertainment and spiritual consumption to human beings. It is also an essential part of the cultural industry and creative industry, which plays a vital role in stimulating consumption and realizing economic growth. With the rapid development of the Internet and information technology, online music platforms have rapidly emerged and become the mainstream listening channel for users. Accurately perceiving users’ needs has become the key to the sustainable development and competitiveness of online music platforms. First, This paper uses the web crawler to obtain the data of Netease cloud music, including online reviews and user data in the hot song list. Second, uses text analysis method and LDA theme model, combined with "uses and gratifications theory" to analyze user's demand awareness. The results show that Netease cloud music meets users' needs in entertainment, information, social, psychological benefits, and immersion. But it also has some problems in music copyright, UGC community management, empathy of platform functions, etc., then puts forward some suggestions for the development of Netease cloud music platform based on the demanded awareness of users. This paper also has reference value for similar online user demand perception research.