Study On The Market Strategies Of Audiobooks In The All Media Age

In the context of all media age, to study on audio books, using the knowledge of Communication, Publishing, Consumer Behavior, Consumer Psychology and Branding,I will elaborate the development situation of audio books, including the classification, function and characteristics of audio books,I will elaborate the market opportunities including the technological change,the consumption habits change of readers, the policy supports and advocacy of nationwide reading activities of national in the all media age, to show that audio books has the larger development space. Through the analysis of the audience's consumption demand of audio books, consumption motivation and consumption experience, I will elaborate the product logic of audio books,namely, based on the audience consumption demand audio books will adjust its adaptability constantly to meet the demand, and improve consumer experience of audience. based on these, combining many successful cases of audio books at home and abroad, I will putting forward some strategies of audio books market development strategies and maintenance strategies related, In order to provide reference for the publishing companies. So I think that, publishing enterprises need to develop market on the basis of accurate positioning and excavating potential audience, using all media marketing strategies, for improving audience awareness on the audio books, to maintain the market through shaping and maintening audio books' brand, exploring the best profit model as well as providing value-added services to audience based on audio books content for improving the audience's consumer experience, and meetting consumer demand.