Audiobook Branding Strategy Research

In the era of mobile communication,the media show a trend of diversified development.As the subject of media communication,human beings constantly enjoy the convenience and comfort brought by it.In today's complex and changeable media environment,visual media occupies a dominant position and becomes the leader of all kinds of media.However,this trend makes visual media dominate human life.More and more people are immersed in the blockade of visual media,and their spirit gradually becomes deficient.Therefore,human beings gradually turn to auditory culture.The appearance and development of "audio book" has broken the monopoly of visual media to a certain extent and formed a situation of audio-visual balance,which is more conducive to the shaping of human spirit and culture.As a result of the shift of auditory culture,"audio book" is becoming more and more important with the increase of user groups and the strong momentum of development.Therefore,this paper introduces the research object of "audio book",conducts research from the perspective of brand creation,combs existing literature,summarizes the research status of audio book and brand,draws on the existing research results,combines empirical analysis and case study,and discusses the strategy of audio book brand creation.The empirical analysis adopts the method of questionnaire survey to investigate the influencing factors and existing problems of audio book brand creation.Influencing factors of brand creation cannot be separated from communicators,content,channels,consumption and so on.The existing problems of brand creation include low brand awareness,vague brand positioning,lack of brand image and weak brand marketing.The case study takes the example of Jiang Xun's detailed narration of the red chamber dream >,through the content analysis of the audio book brand program,summarizes its advantages in the aspects of brand image,brand positioning,brand connotation,and so on,and then synthesizes the above two aspects of research,obtains the audio book brand building scheme.The brand building of audio book is inseparable from the strategy of brand main body construction,brand connotation construction and brand communication.These strategies are conducive to the development of the voice book industry,so that it can form a brand matrix,drive consumer consumption,and eventually form a brand competitiveness,better service for human beings.