Research On Ximalaya Fm Paid Content Operation Strategy

China's online audio industry is developing rapidly.According to data from Ai Media Consulting,China's online audio user market size will reach 489 million in 2019,and it is estimated that China's online audio user size will reach 542 million in 2020.Among the online audio industry,Himalayan FM is a unicorn company with outstanding audio performance,with a market share of 73%.In 2016,Himalayan FM and Ma Dongqi said that the launch of "Speak Well" opened the era of knowledge payment,and then continued to develop the field of content payment to create professional classic content albums.With the continuous improvement of people's living standards and the rapid development of Internet electronic payment,the public's consumer demand has been promoted from the material aspect to the spiritual level.The Internet empowers audiences.Everyone has a microphone.Network information is exploding.Fine processing of information and screening of available content for users is one of the reasons why users are willing to pay.The paid content of Himalayan FM is deeply loved by the public.The content carnival in 2019 will directly receive 820 million yuan,and the content paid market cannot be underestimated.This article explores the operating strategy of paid content for online audio platforms through a case study of Himalayan FM.Using case study method,literature analysis method,participatory observation method,and comparative analysis method,from product positioning and user positioning of paid content production,user production and professional production source of content,and PUGC production mode and content review standards,To paid content to optimize user experience-based content rendering.Then to the distribution strategy that connects paid content products and users,the process of producing and presenting Himalayan FM paid content to attracting users to pay for the content is thoroughly studied.However,Himalayan FM also encountered some problems in the process of content production,presentation and distribution.At the end of this article,it is proposed that homemade exclusive content highlights the advantages of the brand,deepens the vertical field,strengthens copyright management,enhances user experience,and promotes multi-platformlinkage promotion.Suggestions on the optimization of the new mode of industrial integration.Through the case study of Himalayan FM,we hope to bring inspiration to the online audio industry and other content payment platforms.