Research On Digital Marketing Strategy Of Paid Audiobooks

This thesis takes local paid audiobooks as the research object,attempting to put forward the possible marketing difficulties in its operational practice,and explains the suitability of 4R digital marketing strategy coupled with local paid audiobooks,and ultimately aims to optimize local paid audiobooks marketing path to solve the problems in the marketing process.The main part of the thesis expounds the evolution and development status of local paid audiobooks,and then analyzes its marketing dilemma and its causes,and further analyzes the applicability and feasibility of coupling 4R digital marketing strategy to local paid audiobooks.Finally,based on the4 R digital marketing strategy,the optimization path of the local paid audiobooks was discussed.At the same time,the analysis was combined with the Himalayan FM,and the potential problems and risk avoidance measures during the implementation of the4 R digital marketing strategy were finally proposed.This thesis uses the literature analysis method,case analysis method for analysis and demonstration.The full text is divided into five parts.First,the introduction of the thesis introduces the background and theoretical andpractical significance of the topic selection,and makes a literature review of relevant research results at home and abroad.Based on this,it further combs the core concepts related to this topic and proposes its own conceptual definitions.In the remainder of this chapter,the author explains the theoretical basis and research methods that the thesis relies on,and at the same time refines the possible innovations.In chapter 2,the author introduces the background of the rise of local paid audiobooks from four aspects: industry development,policy induction,technological empowerment and theoretical guidance.In addition,the development process,type division,market size,and market segment structure of the local paid audiobooks were thoroughly combed and summarized.Finally,the author believes that local paid audiobooks have important practical value in promoting universal reading,protecting the reading rights of special groups,and alleviating social anxiety.Needless to say,its practical value is also its cultural characteristic.In the third chapter,the author proposes that local paid audiobooks may have marketing difficulties in four aspects: target audience positioning and user needs insight,information coverage and path communication,reader relationship building,transaction convenience and monetization effectiveness.At the same time,the author also analyzes the reasons behind the marketing dilemma.In chapter 4,the author discusses the applicability and feasibility of applying 4R digital marketing strategy to local paid audiobooks.Based on the elaboration of the digital limitations of classic marketing theory and the change of analysis framework,the author believes that the changes in the local paid audiobook marketing environment urgently require a digital marketing strategy,which is rooted in increasingly complex content consumer behavior,increasingly diverse information communication channels,three-dimensional consumer social network and consumer experience optimization demands.In addition,the author also analyzed that the local paid audiobooks have the unique attributes of content products and the characteristics of digital networks,so the 4R digital marketing strategy has a high degree of feasibility for the local paid audiobooks and their service targets.In chapter Ⅴ,the thesis uses the 4R digital marketing strategy to propose an optimized path for the marketing layout of local paid audiobooks,specifically for the digital portrait and identification of consumers,the coverage and arrival of digital information,the foundation for establishing a continuous relationship,and realizing transactions and returns which are four key measures,meanwhile,analyzing the typical paid audiobook platform Himalaya FM based on this theory.Finally,the author summarizes the potential problems of the theory in the application process from the three levels of big data integration barriers in the application of local paid audiobooks,the strengthening of the content marketing function in the 4R digital marketing strategy,and the reshaping of the digital marketing organization platform and its measures to avoid risks.