Study On The Communication Strategy Of Himalayan FM Radio Drama

In recent years,mobile audio platform has entered a period of rapid development,and network radio drama based on the Internet has gradually penetrated into people’s free time,and radio drama has begun to be revitalized.Ximalaya FM,as one of the giants of the network audio publishing platform,has a market share of 73%,and the network radio drama attached to this audio platform has also achieved great development.This paper mainly studies the communication strategy of Himalaya FM radio drama,using literature research method,text analysis method,comparative analysis method,case study method and other research methods,from the himalaya radio drama channel communication content layout and production,communication channels,user operation of the three aspects of its communication strategy.Firstly,in terms of content layout,Influenced by Himalayan FM’s positioning as a comprehensive audio platform,Himalaya Radio drama channel adopts a layout strategy that gives consideration to diversification and highlights.Its radio drama works are rich in types and content sources,and it mainly chooses popular film and TV series and novel IP as the adaptation object.Secondly,in terms of communication channel strategy,Himalaya radio drama adopts cross-media communication strategy.With the help of weibo topics,himalaya radio drama has gained popularity through content promotion on major video platforms,and fans have edited audio clips with video pictures to make the radio drama work "out of the circle".In terms of the internal operation of the platform,bullet screen and comment area are used to promote user interaction.In this way,the audio-visual combination of "text + audio" enhances the user’s reception effect.Finally,in terms of user operation,Himalaya Radio Drama accurately matches the user portrait.Under the background of increasing secondary users,himalaya Radio Drama attracts secondary users + original fans+CV fans,and develops the fan economy in multiple ways.Himalaya Radio Drama also pays attention to creating a multi-scene listening platform and customizing the listening mode of radio drama with different scenes for users.At present,There are still problems and deficiencies in the development of Himalayan radio dramas,such as the incomplete content screening mechanism leading to the homogenization of works and the dissemination of bad content,the lack of propaganda language in line with the public’s understanding needs and the lack of publicity methods,and the lack of attention to the listening needs of middle-aged and elderly users.In terms of content selection,we should expand the scope of material selection and strengthen the construction of mainstream content.In terms of communication channels,Himalaya can integrate the advantages of media and broaden the communication path.In terms of user retention,Himalaya Radio Drama should also create a special area for middle-aged and elderly radio drama to reduce the user loss rate.