| Online audio has become an important part of daily life,covering a wide range of scenarios.As technology advances,we are now moving towards the age of the Internet of Things,especially with the combination of terminal devices such as smartphones,smart speakers,and in-car terminals,which can reach a larger range of users,providing diversified development space for the online audio industry.After years of deep cultivation in the audio industry and the development of knowledge-based payment education,the willingness of users to pay for the ear economy has gradually increased,and the performance of user payment and renewal has also improved.In addition,the demand for audio media with a sense of companionship has increased,and the online audio industry has ushered in new development opportunities,gradually gaining user dividends.Ximalaya is a representative online audio media platform and a leading enterprise in the Internet audio field.This study aims to optimize Ximalaya’s promotion strategy based on the SIPS model.Firstly,we analyze Ximalaya’s development and industry competitive environment,and evaluate its consumer-based promotion strategies and effectiveness.Secondly,we use interviews and questionnaires to analyze user satisfaction with Ximalaya’s promotion strategy.We found that there are several problems during the user usage phase of Ximalaya,including high cost of high-quality content,insufficient platform convenience,poor user participation and interaction willingness,low user payment rate,and weak sharing.This study conducts a reason analysis of these problems and proposes a promotion strategy optimization plan for Ximalaya based on the SIPS model,which focuses on the consumer behavior resonance,confirmation,participation,and sharing stages,as well as corresponding security measures.This research will help enhance Ximalaya’s marketing competitiveness and provide reference for improving marketing strategies for other Internet audio platforms. |
