Research On The Payment Model Of Audiobooks For Publishing Companies

In recent years,with the rising of payment for knowledge,audiobooks has become a new direction for traditional publishing companies to seek business growth,and the research heat of payment for reading has gradually increased.The market share of audiobooks was first seized by the Internet audio payment platform which entered the market earlier,and the publishing enterprises,as the latecomer,followed suit and started the construction of audiobooks platform,but still failed to change the market pattern,and the payment path design of the latter mostly follows the development experience of the former.In the long run,this is not conducive to the in-depth development of sound business publishing enterprises.Since its establishment in 2017,CITIC Academy has achieved good performance in the audiobooks business by virtue of its rapid development of book digitization and its high-quality content construction.This means that CITIC Academy has achieved remarkable results in the design and practical operation of the payment model for audiobooks.Therefore,this paper selects CITIC Academy as the research object,comprehensively utilizes literature research,case study and comparative research methods,and explores the advantages of its payment model in terms of content production,consumption relationship and channel construction from the perspective of portfolio marketing theory.The main contents of this paper are arranged as follows:Chapter 1,Introduction.Related concepts and themes of this paper are reviewed and studied.Chapter 2,Overview.This paper explores the development of audiobooks and the current status of audiobooks payment in publishing enterprises,and then deduces three main payment modes of audiobooks,namely single-book payment,membership payment and other innovative payment modes,and extracts the main problems existing in audiobooks payment in current publishing enterprises.The specific performance is insufficient content productivity,Internet operation capacity to be built,low participation in audio payment.Chapter 3,Chapter 4 and Chapter 5 respectively study the single book payment,membership payment and channel payment of CITIC Academy,explore the key elements of the formation of the payment model based on the core characteristics of the three payment modes,and further study its audio payment practice,and extract the advantages of CITIC Academy’s audio payment by combining relevant cases.The advantages include the advantages of bestseller category,experiential service,brand IP marketing,omni-channel marketing and user operation.Chapter 6,Revelation.Based on the above in-depth analysis of CITIC Academy’s audiobooks payment and its advantages in audiobooks payment,this paper discusses its enlightenment on the optimization of audiobooks payment for publishing enterprises from the aspects of the value shaping of audio content,the construction of consumer relationship and channel distribution.Audiobooks is an indispensable part of the current and future development of publishing companies,and the exploration of their payment models is more related to the effectiveness of digital transformation of publishing enterprises.This paper deduces the regularity of the evolution of the payment model from the marketing mix theory and the history and current situation of audiobooks payment,and then introduces the case study of CITIC Academy,which can not only explore the advantages of CITIC Academy’s audiobooks paid operation,but also provide reference for the audio reading operation of publishing enterprises,which are conducive to building and promoting high-quality audiobooks content of publishing enterprises,and also conducive to promoting the digital transformation of publishing enterprises.