Research On The Marketing Of Audiobooks In China Under The 4I Theory

In the era of mobile Internet,the contradiction between readers' growing knowledge and cultural needs and their fast pace of life and shallow reading habits is increasingly prominent.Under the pressure of fast-paced life and work,it is difficult for readers to have independent time to concentrate on reading.On the other hand,readers need to acquire knowledge and relieve mental pressure through reading.In this case,audiobooks provide readers with convenient access to knowledge and new ways to relieve mental stress.In 2016,China started the first year of audiobooks and audiobooks,and the surge of knowledge payment once again aroused the attention of audiobooks in the publishing industry.The number of audiobooks users reached a new high,and at the same time,different publishing forms and platforms emerged.Compared with the development status of foreign audiobooks with long history and sufficient experience,audiobooks in China are still in the initial stage of emerging development.Although it has made progress under the support of industrial policies in recent years,there is still a lot of room for development in the industry from the perspective of changes in user demand and the marketing and promotion of audiobooks on the platform.Based on the above situation,this article embarks from the theory of 4 I,audiobooks as the research object,USES the relevant theories of communication,psychology,marketing,and marketing of the properties of audiobooks process are analyzed,and takes the form of questionnaire survey,to explore the users' habits of audiobooks and needs,combined with the typical case,the development of audio books discussed issues explored and countermeasures.The first part of this paper analyzes the current marketingenvironment of audiobooks in China,including the political environment,economic environment,social environment and technical environment.The second part discusses the current development of audiobook marketing,including the course,characteristics and value of audiobook marketing,and puts forward that audiobook marketing is of great significance to the development of publishing industry and the promotion of traditional Chinese culture.The third part,based on typical cases in the industry,analyzes the existing problems of audiobooks in China from the perspective of 4I theory,including the need to improve the interestingness of products,the need to improve the way of profit induction,the need to optimize the interactive environment,and the need to enhance the awareness of personalized marketing.The fourth part proposes the improvement strategy of audiobook marketing,including interesting marketing strategy,profit marketing strategy,interactive marketing strategy and personalized marketing strategy.