Project Planning Of Anchor Incubation For Himalayan Platform

The first part of this case summarizes the background and significance of the planning.At present,China's online audio industry is facing a period of vigorous development of “Ear economy”,and users' willingness to pay has been raised;the industry head competition has further intensified,and the integrated development model of PUGC has broad prospects;a new “Anchor battle”has started in the online audio industry,creators and platforms enter the To-growth period.In this context,the case of Himalayan anchor incubation mechanism optimization upgrade program as the theme,with a view to enabling the industry and society.The second part is the introduction of the previous research work.This case uses online ethnography,in-depth interviews and case studies as the main research methods.It is found that the Himalayan platform has formed a set of featured and diversified Anchorperson ecosystem.Its management mechanism can be divided into product production system,commercial packaging system and functional personnel system,and its incubation mechanism can be divided into four stages of selection,cultivation,operation and promotion,and equipped with a certain competition mechanism.But it still has some ecological holes that can't be closed,such as the difference in anchor structure,the content tail is too big to drop,and the management is compartmentalized.Recently,the Himalayan platform and anchor face several disputes,it has also brought to the surface the stranglehold of the Himalayan platform.The third part is the strategic planning of creative marketing activities.The core theme of this series of creative marketing activities will be “Build a sound universe with Himalayan anchor”,and two core demands will be put forward.In content strategy,adopt Horizontal + Vertical thinking model: horizontally around the four links of host selection,cultivation,operation and promotion.In the vertical direction,interest,involvement,immerse and impart of the 4I model are the theoretical support and implementation path.In the aspect of media combination strategy,four kinds of media are selected,which are self-owned media,social media,vertical media and word-of-mouth Media.The fourth part is the creative marketing planning part.Set: promotional videos-“Do you want to hear the Universe?”,offline activities-“Himalayan University Open Day”,anchor blind box-follow the voice to find you,Himalayas &Durex-tonight,under your command and other 10 creative marketing activities,and on the background of the activities,objectives,processes,evaluation,publicity and other links to launch specific.