Research On Brand Operation And Communication Of Children’s Audio Reading

With the rise of Internet technology,5G,AI,smart speakers and big data interactive technology,the update and iteration of communication technology has promoted the structural change of the supply side of media content,subverted the social communication form and people’s media use behavior,and spawned children’s audio reading.Its carrier has completed the self-evolution process from broadcast,CD,portal to APP,improved the user experience,and has begun to develop more vertically and professionally in recent years.In the face of the outbreak of the new crown epidemic,the three-child policy and the national reading policy,it ushered in a new round of growth,the number of apps,brands and audio content products have shown rapid growth,the market scale continues to expand,and the audience is increasing.However,it is inevitable to expose problems such as product homogenization,serious infringement,unclear brand positioning,lack of core competitiveness,etc.,and inevitably produce some brand risks due to the pursuit of personal branding.Based on the above problems,this paper uses the case analysis method,literature method and text method,selects three representative brands of children’s audio reading industry as the entry point,analyzes the branding status of children’s audio reading in China,and then takes the original high-quality brand "KAISHU STORY" as a specific case,from the perspective of content operation,user operation,brand communication and brand maintenance,deeply analyzes its content production mode,user operation and communication effect,so as to provide reference for children’s audio reading brand building.The study found that "KAISHU STORY" adheres to the original path in terms of content,adopts the quality control meeting mode of production,focuses on large language content,covering Chinese studies,four famous works,poetry,foreign literature,science fiction and other content,creates many original IP,launches peripheral products,forms an integrated business model of content + mobile mall,takes We Chat as the position,We Chat community and We Chat tweets work together,absorbs a large number of users,smoothes online and offline communication channels,carries out parent training camps,and opens its own popularity.It has become the head premium brand of children’s audio reading.