Analysis Of Qingting FM Content Operation

With the rapid development of Internet technology,mobile audio came into being.In 2011,Qingting FM went online and became the first mobile audio application in China.After this,mobile audio applications have sprung up.Mobile audio is popular for its companionship and scene-based advantages.In 2019,more than half of Internet users in China have used mobile audio applications.Nowadays,the competition pattern of the mobile audio industry is basically formed.Qingting FM is in the top three,and its success is inseparable from its high-quality content operations.The characteristic content of Qingting FM is mainly composed of three parts:anchor content,radio station and copyright content.After mining and collating the data,I found that the quality of the audio content of Qingting FM is high,with the characteristics of comprehensive classification,strong professionalism,and micro content occupying the main body.The audiobooks in the content category are the most valued.Qingting FM content operation has the characteristics of diversified subjects,younger users,and standardized processes.The content operation process can be subdivided into three stages: professional content production,three-dimensional multidimensional communication,and multiple ways of monetization.In content production,the operation of Qingting FM content requires mining anchors,cooperation with radio stations,purchase of copyrighted content,and strict review of the content;in the content dissemination.Qingting FM content operation should recommend content based on users' browsing and listening habits.Qingting FM content operation will use four different monetization models: advertising profit,content payment,fan economy,and ecological marketing to maximize content value.At present,Qingting FM content operation has achieved results,covering a wide range of audio products,having a stable user group,and basically forming an ecosystem.However,during the content operation process,Qingting FM also faces problems such as low user penetration rate,low user activity,lack of user-made content,and imperfect anchoring ecosystem.To solve these problems,Qingting FM must focus on optimizing from three aspects: content production,user experience,and promotion scope.