Research On Audio Books Marketing Strategy Of "Oxygen Audiobooks" App

In recent years,"Audio books" has become a new way of reading,especially under rapid development of mobile Internet and audio technology,there are more and more people use fragmented time for audio reading,the audio reading market size and endusers scale is growing rapidly.At present,audio reading has formed a relatively mature operation mode in oversea countries,the user is much more willing to pay for it.But China's audio reading market has experienced more than 20 years exploration and start to go into a fast growing period,in the case of promising industry prospects,there still has lot of shortcomings.The government has stepped up regulation to promote the proper version of the industry,but the piracy,infringement problems still there;high cost of content is affecting the profitability of the industry;business model is single,user's habit of paying still need to cultivated.This paper studies the current situation and market scale of audioreading industry,this paper takes "Oxygen Audio Books" APP as the object of analysis,and from the point of view of the operators' audio reading products to explore the development trend,industrial chain layout and profit model innovation of the audio reading industry in China.In the main,based on SWOT analysis of "Oxygen Audio Books" competitiveness,4C theory and take differentiation strategy as the theoretical guidance,propose strategies to improve product experience and differentiated marketing.