Research On Marketing Strategy Of Online Audio Paid Project

With the popularization of the Internet and the continuous improvement of the living standards of Chinese residents,people’s demands for spiritual and cultural aspects are also expanding.The habit of "paying for knowledge" has entered the lives of residents.In this context,the online audio platform has taken advantage of the wind and developed rapidly.As the first echelon platform in the industry,Himalaya ranks among the best in the industry in terms of market share,development speed,and content resources.However,in recent years,the growth rate of online audio platform users has gradually declined,and the industry has become saturated,and more and more As companies join the online audio industry,coupled with the rise and impact of new media such as short videos,the competition in the online audio industry will gradually become fiercer.Firstly,the paper expounds the research background and significance,the development status,business model,opportunities and challenges of the network audio platform industry,introduces the research ideas and research methods,and introduces the theory and analysis tools to be used in the analysis.The research situation of network audio platform at home and abroad is expounded.Then,starting from the general situation of Himalaya,and then using Porter’s five forces model to analyze the five aspects of Himalaya’s competitiveness,potential competitors’ ability to enter the market,substitutes’ ability to substitute,customers’ bargaining power,and suppliers’ bargaining power.Industry competitive environment;then use STP theory to segment the network audio platform,find the target market,analyze the market target positioning of Himalaya;then based on the application of big data through the4 C theory,oriented from the perspective of consumers,starting from the platform side through the long tail theory,observe and analyze the marketing strategy of Himalayas,and give optimization suggestions.This article starts from the analysis of the network audio industry,and then conducts in-depth research on the Himalaya case.It has practical guiding significance for Himalaya to further improve and optimize its marketing strategy,adapt to the current situation,develop and consolidate its leading position in the industry,and has certain significance for the research of the network audio industry.