Research On Paid Content Of Mobile Network Audio Platform

At present,with visual consumption as the mainstream,audio provides more possibilities for developing the content payment market in the Internet space because of its uniqueness of "avoiding vision".Compared with other content payment platforms,the production cost of audio content is relatively low and the periodicity is short.Therefore,the mobile audio platform can quickly collect all kinds of mass and minority content,and build a huge and diverse database of paid content.This paper selects the most representative Himalayan FM platform in the mobile network audio platform as the research object.By using the research methods of content analysis,case analysis and questionnaire survey,this paper follows the research ideas of production of paid content-operation of paid content and consumption of paid content,to analyze the content that users need to pay to buy in the audio platform What kind of overall communication path,and try to answer the core question of this paper: what kind of optimization measures should be taken to attract users and retain users in the face of the problems exposed by paid audio in the process of communication?Through the research,we can find that Himalaya FM,as the largest comprehensive mobile network audio platform in China,produces diversified paid content through multi-channel content sources such as self-made platform,professional user anchor production,introduction of publishing house and digital reading platform reading materials,and cooperation with knowledge network red team,and through the construction of scene,expansion of platform social circle,and long tail Marketing strategy to meet the diverse needs of users to buy.When paid content spreads to user groups,users with certain consumption ability and habits will consume for self upgrading,entertainment and social capital,and their consumption content will have different degrees of impact on users' cognition,emotional attitude and behavior.So far,paid content has formed a complete communication chain in the audio platform.However,in the development process of mobile audio platform represented by Himalayan FM,there are also some problems,such as unstable user payment habits,insufficient user stickiness caused by the lack of decentralized individual multi node communication;content production pan entertainment caused by the imbalance of popular and professional paid content;single user structure type caused by the lack of minority and popular content.In this regard: first,we need to strengthen the linkage with QQ,wechat and other third-party social platforms,develop images,expression packs,videos and other visualized user comments,and regularly hold business activities and fan meetings to strengthen the social platform;second,we need to improve the proportion of professional content and refine the content classification standards,and improve the shutdown system and user feedback mechanism to do a good job Third,we should adjust the payment price and mechanism and expand the rights and interests of members to improve the payment mode.