Research On The Business Model And Innovation Path Of Paid Mobile Audio Platforms

Driven by new technologies such as 5G,Internet of Things,voice recognition,voice interaction,and the popularization of knowledge-based payment concepts,the paid mobile audio industry has ushered in development opportunities,making it present new opportunities for content diversification,marketing scenarios,and channel diversification.Features.After years of competition,the audio platform has continuously adapted to the communication scene of mobile media and quickly seized the spotlight.The three pillars of Himalaya,Dragonfly FM,and Litchi have formed.At present,China's paid audio industry has formed a relatively complete upstream,midstream,and downstream mobile audio ecological chain.Traditional digital publishing groups and professional audio producers provide high-quality content resources for the platform in the upstream,and mobile audio is in the middle of the ecological chain.The platform is monetized through user payment,user rewards,advertising and marketing,and hardware equipment,further changing the traditional business model of the audio industry and creating new profit channels such as knowledge payment,fan economy,and brand integrated marketing.In addition,the paid mobile audio platform has also sensed the new trend of scene-based consumption,and has deeply explored user needs in smart homes,smart speakers,and in-vehicle devices.In this study,by analyzing business model of paid mobile audio platforms,it is found that user rewards and user payments are the main sources of income of the platform,and advertising and marketing relying on the uniqueness of audio media are also actively expanding.In terms of hardware sales,The sales of hardware devices independently developed by paid mobile audio platforms are slightly bleak,but they have unique advantages in content provision.No matter how the paid mobile audio platform seeks a new business model,it is basically a modification of the primary or secondary sales of content products.Therefore,the content and services provided by the platform are the key to success.In terms of content,paid mobile audio platforms should provide specialized and specialized content reserves,focus on creating large-scale IP,realize audio and video linkage,and provide brands with customized advertising services in line with corporate philosophy and follow-up feedback;in terms of services,Paid mobile audio platforms should optimize platform systems and pages,provide users with a comfortable and concise interface,reasonably price platform paid content,increase user repurchase rates,and cultivate users' payment behavior for audio products.