本文選題：喜馬拉雅FM + 網(wǎng)絡(luò)電臺�。� 參考：《湘潭大學》2017年碩士論文

【摘要】：近年來,以“聽”主宰的“耳朵經(jīng)濟”上升為“互聯(lián)網(wǎng)+”思維下新的經(jīng)濟動力,作為移動互聯(lián)網(wǎng)下唯一伴隨性媒體——音頻的真正價值日益凸顯出來。2015年,網(wǎng)絡(luò)電臺行業(yè)處于集中爆發(fā)期,大量平臺和產(chǎn)品涌現(xiàn),喜馬拉雅FM領(lǐng)銜的互聯(lián)網(wǎng)音頻公司相繼迎來了數(shù)輪千萬美元級別的融資,紛紛開始了商業(yè)化變現(xiàn)之路。喜馬拉雅FM憑借其獨特的商業(yè)化發(fā)展策略在日益激烈的電臺競爭中迅速擴大了領(lǐng)先優(yōu)勢,喜馬拉雅FM的用戶覆蓋量、日活滲透率、啟動頻率、使用時長等多項數(shù)據(jù)均居行業(yè)第一。喜馬拉雅FM的商業(yè)化發(fā)展策略就是建立在其海量音頻資源庫基礎(chǔ)之上的多元化變現(xiàn)推廣。從內(nèi)容策略來看,喜馬拉雅FM完善內(nèi)容審核機制,提升音頻專業(yè)化水準,打造深度優(yōu)質(zhì)化節(jié)目,做到“人能我能,人不能我也能”,提供海量音頻內(nèi)容,致力于構(gòu)建PUGC新生態(tài)。從傳播策略來看,喜馬拉雅FM以行業(yè)大數(shù)據(jù)作為發(fā)展支撐,對于用戶來說,個性化推薦音頻節(jié)目可以幫助用戶獲得更加智能、美好的音頻體驗,有利于增加用戶忠誠度、保持用戶黏性;對于主播來說,建立明星主播孵化基地,流量推廣和變現(xiàn)也更加容易,有利于滋生“萬物生長”的內(nèi)容生態(tài)。從盈利策略來看,喜馬拉雅FM建立了一套成熟、清晰的盈利模式,廣告主精準定位目標用戶有利于音頻廣告的有效投放,粉絲經(jīng)濟、內(nèi)容付費和智能硬件將上升為重要的收入來源,有利于實現(xiàn)內(nèi)容與流量變現(xiàn)。在PUGC生態(tài)戰(zhàn)略下,喜馬拉雅FM正在為構(gòu)建完整、全面的音頻生態(tài)閉環(huán)而努力打通產(chǎn)業(yè)上下游、整合產(chǎn)業(yè)鏈,月營收可達到千億級別。隨著商業(yè)化進程的推動,喜馬拉雅FM的移動音頻商業(yè)化模式逐漸清晰,喜馬拉雅FM在各項利好的風口之中如何把這塊蛋糕做大做好十分值得關(guān)注,這對整個行業(yè)的良性發(fā)展具有重要的借鑒意義。因此,以喜馬拉雅FM為研究對象,利用文獻研究法、個案研究法、比較研究法和經(jīng)驗總結(jié)法對喜馬拉雅FM在PUGC生態(tài)戰(zhàn)略下的商業(yè)化發(fā)展策略進行系統(tǒng)的研究與分析對于網(wǎng)絡(luò)廣播電臺在當前白熱化競爭格局下實現(xiàn)發(fā)展與共贏來說是十分必要的。
[Abstract]:In recent years, the "ear economy" dominated by "listening" has become a new economic power in the "Internet" thinking, and the true value of audio, the only accompanying media under the mobile Internet, has become increasingly apparent.Network radio industry is in a concentrated outbreak, a large number of platforms and products emerged, Himalayan FM led by Internet audio companies have ushered in tens of millions of dollars in financing, have begun to commercialize the road to cash.With its unique commercial development strategy, Himalayan FM has rapidly expanded its leading edge in the increasingly fierce radio competition.Use time and other data are ranked first in the industry.The commercial development strategy of Himalayan FM is the diversification promotion based on its massive audio resource base.From the content strategy point of view, Himalayan FM consummates the content audit mechanism, enhances the audio professional level, builds the depth high quality program, achieves "the person can I can, the person can not I also can", provides the massive audio content, devotes to constructs the PUGC new ecology.From the point of view of communication strategy, Himalayan FM takes big data as its development support. For users, personalized recommended audio programs can help users get more intelligent, beautiful audio experience and increase their loyalty.To the anchorman, it is easier to establish the star anchor incubator base, and it is easier to promote and realize the flow, which is conducive to the content ecology of "everything grows".From the point of view of profit strategy, Himalayan FM has established a mature and clear profit model. Advertisers' accurate positioning of target users is conducive to the effective delivery of audio advertising and fan economy.Content-paid and smart hardware will rise as an important source of revenue, enabling content and traffic to be realized.Under the PUGC ecological strategy, Himalayan FM is working hard to build a complete, comprehensive audio ecological closed loop and integrate the industry upstream and downstream, integrating the industry chain, monthly revenue can reach 100 billion levels.With the promotion of commercialization process, the commercial mode of mobile audio in Himalayan FM is gradually clear. How to make this cake bigger and bigger in various favorable tuyere is worth paying attention to.This has important reference significance to the benign development of the whole industry.Therefore, taking Himalayan FM as the research object, using the literature research method, the case study method,It is necessary for network radio station to realize the development and win-win of Himalayan FM under the current situation of intense competition through systematic research and analysis of the commercial development strategy of Himalayan FM under the ecological strategy of PUGC.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G220.7

【參考文獻】

相關(guān)期刊論文 前10條

1 劉峰;;音頻傳播生態(tài)圈的構(gòu)建:移動互聯(lián)時代的機遇與挑戰(zhàn)——以喜馬拉雅FM為例[J];中國廣播;2016年03期

2 童云;;“互聯(lián)網(wǎng)+”時代廣播電臺運營模式探析[J];現(xiàn)代傳播(中國傳媒大學學報);2016年02期

3 李璐煜;;淺析自媒體時代個人網(wǎng)絡(luò)電臺的發(fā)展[J];中國廣播;2015年11期

4 孫婷婷;;我國當前網(wǎng)絡(luò)電臺版權(quán)問題的探究[J];今傳媒;2015年11期

5 肖們;高森宇;;社會化網(wǎng)絡(luò)中“粉絲經(jīng)濟”的營銷分析[J];現(xiàn)代傳播(中國傳媒大學學報);2015年10期

6 余建軍;;引爆移動音頻商業(yè)化元年 場景營銷+粉絲經(jīng)濟,深度挖掘移動音頻價值[J];聲屏世界·廣告人;2015年09期

7 黃學平;;PUGC將成移動網(wǎng)絡(luò)電臺的引爆點?[J];聲屏世界·廣告人;2015年09期

8 李亞楠;;用戶自制類網(wǎng)絡(luò)電臺APP的傳播特色分析——以“喜馬拉雅聽書”為例[J];新聞研究導刊;2015年12期

9 姜海;凌昱婕;;數(shù)字化出版的專業(yè)性轉(zhuǎn)向——基于PGC模式的出版建構(gòu)與實踐研究[J];出版發(fā)行研究;2015年06期

10 任曉琴;;媒體時代廣播的“私人定制”——以荔枝FM和喜馬拉雅為例[J];視聽;2015年05期

相關(guān)重要報紙文章 前1條

1 曹曉龍;;網(wǎng)絡(luò)電臺版權(quán)困境[N];新金融觀察;2015年

相關(guān)碩士學位論文 前2條

1 張瀟譽;移動電臺的PUGC生態(tài)模式探索與實踐研究[D];河北大學;2016年

2 關(guān)培達;網(wǎng)絡(luò)廣播節(jié)目編排中的競爭策略[D];東北師范大學;2012年

，

本文編號：1753360