车载有声读物的发展现状及前景分析

The Analysis on the Current Situation and Future of Vehicle Audio Book

无论在内容开发、录音制作,还是在产品发行、营销上,车载有声读物都还处于起步阶段。在内容储备与质量、定价与销售渠道、市场竞争力与受众定位等方面存在许多问题与不足,如文本来源单一,内容储备不足;价格过高,销售渠道单一;用户黏性不足,难以养成使用习惯;市场占有率低,难以同其他媒体抗衡,法制建设不健全,盗版侵权问题挤占盈利空间。从车载有声读物自身优势、巨大的潜在市场、丰富的文化资源储备、已有的发展基础四个方面来看,车载有声读物发展具有可行性。从内容与受众、质量与价格、销售与营销、宣传与品牌以及广告与盈利五个角度来看,车载有声读物的发展路径还可以更明晰。

No matter content development and production in the tape, or in the product distribution, marketing, the audio publication development is still in the initial stage. The content and quality, pricing and sales channel, market competition and the audience positioning have many problems, such as single source text and sales channel, insufficient content reserves and the user viscosity, too high price, low market share, be difficult to nurturance use habit, be hard to compete with other media, unperfect construction of legal system, piracy. There are large potential market and rich cultural resources reserve, its development is feasible. From the content and the audience, quality and prices, sales and marketing, publicity and advertising, the paper puts forward some advice to further develop it.