| Children’s publishing occupies the largest consumer market in the field of domestic publishing.With the improvement of cultural level of the birth group,parents are more willing to pay for children’s educational publishing products.At the same time,the guidance of the national education strategy and the influence of the double reduction policy have created a strong atmosphere for online learning and home learning.Therefore,many participants entered the field of children’s publishing to explore innovation.Audiobooks,which can bring content to life and get them off the screen,are popular among users.In the children audio market increasingly fierce competition,the form of children’s audio books is too simple,and users’ individual needs can not be met.To improve the experience value of users,the scene has injected vitality into the innovative development of children’s audio publishing that are flooded with homogeneity.Publishers are concerned that in order to produce content tailored to users’ needs,it needs to be relevant to the user’s context.Himalaya is the front-runner in the integration of content and scene exploration,and Children’s audiobooks are its head track.Himalaya parent-Child Department has realized the scene construction of content operation and the implementation of soft and hard products.With the concept of "everything sounds",Himalaya parent-child Department has created an all-weather accompanying experience for users to obtain high-quality content anytime and anywhere.Based on this,this paper studies the content operation of Himalaya children’s audiobooks under the scenario theory,draws the planning scenarios for content operation and construction from a three-dimensional perspective,summarizes the experience and problems,and creates an optimization and upgrading path to bring thoughts to the field of children’s audio publishing.The research is carried out from the perspective of large to small.Firstly,it focuses on the market environment,user needs and technical development,and describes the realistic picture of the content construction of audiobooks as a whole.Then,it dynamically explains the development route of the content of audiobooks to the scene direction according to the market process,and then focuses on the scene resources,mode and value of the content operation of Himalayan children’s audiobooks.According to the three questions of "Why can we construct the scene of content operation","how can we construct the scene of content operation" and "what value can we achieve in the scene construction of content operation" of Himalayan children’s audiobooks are carried out one by one.The study found that the content operation of Himalaya children’s audiobooks has both hard and soft elements of the scene.Under the conditions of rich content,professional team,intelligent technology,powerful partners and active community,the production line of "production-packaging-publicity" integration of content operation in scene construction is created.Based on the complete elements,Himalaya Children’s audio Publishing has formed a dynamic operation mode in the three aspects of information transmission,relationship building and value creation,aggregating the "five forces of scene",and gradually showing significant results in scene mapping,connection,positioning,activation and interaction.In addition,the research also focuses on the problems in the content positioning,production,management and distribution of the content operation scene construction of Himalayan children’s audiobooks.Therefore,corresponding countermeasures are proposed based on the four elements of scene.At the same time,it sublimates the scene connotation of the content operation of Himalayan children’s audiobooks.Finally,from small to large,the development path of Himalaya children’s audiobooks content operation scene construction extends to the idea of the entire children’s audiobooks content operation scene construction.Innovation is expanded from five aspects: creating adaptation scenes,using technology to drive,forming social atmosphere,generating emotional resonance,and providing creative services.With the deepening and extension of the research,some new thoughts have been generated.At present,domestic audiobooks is still actively exploring more ways of deep integration of online and offline scenes.In the era of the Internet of everything,the touch of content and scene will be more flexible,so as to contain each other and become one.In the form of development,with application as the point and platform as the line,the connection forms a comprehensive and three-dimensional ecological network,and integrates interpersonal relationships to build a complex and vivid audio ecosystem.It is worth looking forward to further exploring the path of content operation under the scene theory based on the existing great trend,in the future,it may not only realize effective audio reading anytime and anywhere,but also reshape the relationship between people and reading as well as between people and society. |
