The Research On The Development Strategy Of Ximalaya Fm Company

The online audio industry is accompanied by the popularity of smartphones.Before the popularity of smart phones,audio is still a niche market.With the rise and popularity of mobile Internet,people's behavior habits change from PC to mobile,and more fragmented Internet time makes people have more concomitant experience needs.Audio is exactly the background of this background.The network radio,such as "Ximalaya FM","Dragonfly FM" and "more listening to FM",is the media to meet the fragmentation time.It is another main means to obtain information and transmit information after the text,picture and video."Ximalaya FM",as the fastest growing and largest mobile audio sharing platform in China,has 450 million users and 128 minutes for daily use,occupying 73%of the audio market.Although it is far ahead of his opponent,the market is also active "get","Dragonfly FM","litchi","red bean live","thousand chat","litchi micro class" and "know about live" and so on a large number of audio pay products,constantly challenging the market position of Ximalaya FM.Based on the following classic theory and model as the basic theory-Potter's competitive strategy model,SWOT analysis,4P marketing theory,4C marketing theory and 4R marketing theory,combined with the open and one hand market research data,the online audio industry typical of"Ximalaya FM" is studied in detail.Marketing development strategy and strategy implementation.