Research On The Marketing Strategy Of Himalaya FM

With the rise of knowledge payment,China internet knowledge economy has risen and developed rapidly,various Internet knowledge platforms display blowout-type development trend,and they have found their own differentiated routes in constant competition.Among them,the audio-based mobile Internet knowledge platform has formed its own unique advantages and became three major platform types of knowledge-paid markets with video and text-based Internet knowledge platforms.In the current audio-based mobile Internet knowledge platforms,Himalayan FM is the fastest growing,most widely recognized platform with absolute market share,so the analysis of its marketing strategy has higher research value.This article takes Himalayan FM as the research object,uses the basic theory of marketing,focuses on the existing marketing strategy of Himalayan FM,and studies how Himalayan FM can successfully become the fastest growing and take the most market share of audio-based mobile Internet knowledge platforms with the background of mobile Internet and Internet knowledge economy.And this article also analyzes the problems existing in the current Himalayan FM marketing strategy,adjusts its market positioning,and proposes some improvements.In this paper,we first expound the research background and significance,research status at home and abroad,research ideas and content structure,research methods.Secondly,this paper focuses on the marketing environment of Himalayan FM.In the macroscopic view,the state has strengthened support for the industry and supervision on policies,the resident per capita national income of our country has promoted,the residents' diversified,multi-faceted and multi-layered spiritual and cultural needs have increased dramatically,and the rapidly increase in audio technology and big data technology has created a good macro environment for the development of the audio industry.From the perspective of industry competition,Himalayan FM is in a comparative position with content providers,platform consumers,potential competitors,substitutes,and competitors in the same industry,and has comprehensive competitiveness.The results of SWOT analysis show that Himalayan FM has obvious advantages in the industry and lays a solid foundation for the next step of adjusting marketing strategy to consolidate its leading position.Based on the background analysis,this paper analyzes the existing marketing strategies of Himalayan FM and summarizes the problems in its marketing strategy.Finally,based on the analysis of the Himalayan FM marketing environment and the problem,this paper proposes advice to optimize its marketing strategy.This part firstly uses the STP theory to subdivide the market segment of audio mobile Internet knowledge platform and adjusts the target market positioning for the Himalayan FM.Then we use 4P theory to propose improvements in marketing strategy for Himalayan FM from product,price,channel and promotion.The research in this paper has a practical guiding significance for the Himalayan FM to further consolidate its leading position in the audio mobile Internet knowledge platform industry,and provides reference for other domestic audio-based mobile Internet knowledge platforms and the healthy development of the whole industry.