Research On The Communicaciton Strategy Of Paid Brands Of Audiobook Knowledge

In the context of the rapid development of society in the new era,people's fear of the information gap has gradually increased with social changes,and the thirst for knowledge of changing social information has gradually increased.For people who like to read,the disadvantages of paper books are not easy to carry and the reading time is too long.With the deepening of the mobile Internet,the audiobook knowledge payment industry has emerged.In the process of the development of new things,necessary academic research can deepen the theoretical development and maintain the overall vitality of the industry.Therefore,this research combines qualitative and quantitative analysis research methods to conduct an in-depth discussion on the brand communication issues of audiobook knowledge payment."Fan Deng Reading" is an influential brand in the payment of knowledge of audio books.The number of views of popular book interpretation videos has exceeded 50 million,and the total number of views has exceeded 300 million.It has become one of the most influential brands in the knowledge payment industry.According to text analysis and research,this study decided to use the "Fan Deng Reading" platform as a research case to discuss its brand communication strategy and provide a powerful reference for the development of audiobook knowledge payment.This article mainly consists of the following five parts:The first part and the second part are the basis of the research.The main content of the first part is the research literature review,research methods,research technical routes and the basis for the research of innovation points.The second part is the background and current situation of the research problems.Firstly,it analyzes the market environment of the audiobook knowledge payment and reveals the knowledge payment.Survive and change in a market environment where opportunities and challenges are parallel,and horizontally compare the similarities and differences between "Fandeng Reading" and similar paid knowledge brands.The third part is the qualitative analysis of this research.The arguments in this chapter mainly come from the following three sources: original data from personal research,relevant internal information of the brand,and online text data.The author carried out a six-month survey,joined its paid membership group for the purpose of participatory observation and research,and actively participated in the interaction,and also applied to become an on-site volunteer for offline activities,and obtained real user feedback and activities on the spot.Obtain internal data,etc.with the help of the head of the local branch.Therefore,the source of the arguments in this part is relatively reliable.Based on this,the "Fan Deng Reading" is placed in the 4I theoretical framework for qualitative analysis,and its brand communication strategy is summarized and combed.The fourth part is the quantitative analysis of this research.The research focuses on the influence of the communication strategy of "Fan Deng Reading" on user contact behavior.By compiling questionnaires on variable operation,and then using SPSS25.0 software to analyze the questionnaire data,it is explored whether there is a positive influence between its communication strategy and user contact behavior.Based on the research results,it is tested whether its communication strategy has achieved a good communication effect in the user market.The fifth part is the summary link of this research.Combining with the enlightenment of the brand communication strategy of "Fan Deng Reading" on the paid products of audiobook knowledge,summarize the optimization path of the paid products of audiobook knowledge,and briefly explain the prospects and limitations of this research.The study found that the brand communication strategy of "Fan Deng Reading" can be divided into personalized communication,fun communication,interactive communication and profit communication.Its communication strategies have a significant positive impact on user contact behavior,and user brand The evaluation is relatively positive.However,through data analysis of questionnaire surveys and in-depth interviews,it is found that there are still problems such as lack of depth of content,unreasonable user market segmentation,and high repetitiveness of offline communication content.Based on this,it proposes an audiobook knowledge paid product to optimize brand communication strategies.Suggestions.