Research Report On Operation Strategy Of Himalaya FM Audio Book Channel

In recent years,China's online audio industry has developed rapidly due to the mobile Internet.Himalaya FM stands out in the fierce market competition and firmly occupies the leading position in the network audio book market.The operation strategy and competitive advantage behind it are worthy of analysis and excavation.This paper takes the Himalayan FM audiobook channel as the research object,and comprehensively uses the case study method,text analysis method and in-depth interview method to systematically review the development process of the network audio industry and the operation of the Himalayan FM audiobook channel.Starting from the five aspects of content operation,user operation,channel operation,commercial operation and activity operation,this paper studies the operation characteristics and strategic mode of the Himalayan FM audiobook channel,summarizes its experience and methods,and puts forward optimization strategies and suggestions for the problems exposed in the development process,so as to provide reference for the development of the industry.It is found that the Himalayan FM audiobook channel constructs content advantages through fine content division,personalized label screening,big data intelligent recommendation,supporting head anchor,deep ploughing PUGC content production mode,and constructing copyright barriers in content operation.Grasp the pain points in user operation to obtain users,ensure user activation and retention,and vigorously promote user transformation;In channel operation,attention should be paid to equipment pre-installation,multi-channel drainage of microblog and We Chat,and intelligent hardware layout.In business operations,the formation of advertising,content payment,membership payment,intelligent hardware as the starting point of the business model;In the operation of the event,the festival marketing,big coffee net red drainage,play brand name,flow star endorsement.Through analysis,the Himalayan FM audiobook channel is faced with problems such as continuous copyright disputes,difficult overall profitability,high product homogeneity,mixed content,intensified competition from giants,and crowding out space for competition from other industries.For the channel itself and the industry as a whole,it should be improved from the aspects of the stock market for blue sea users,deep ploughing professional fields,perfecting the content supervision mechanism,and deep ploughing scene demand.