移动有声阅读场景分类与场景应用路径探析

Classification and Scene Application Strategies of Mobile Audio Reading

指出移动互联网时代场景价值凸显及其对移动阅读的意义。根据空间与环境要素、目的与行为单一与否、使用频率高低以及不同的场景功能将移动有声阅读场景进行分类并概括各类场景的特点。最后提出移动有声阅读平台的场景应用路径,即:基于场景体验细分市场和定位产品;拓展移动有声阅读场景,提高服务适配水平;提升营销势能,利用场景动能实现裂变式传播。

It points out that the value of the scenes in the mobile Internet era is prominent and their significance for mobile reading.According to the spatial and environmental elements,the purposes or behaviors are unique or not,the frequency of use and the different scene functions,the mobile audio reading scenes are classified and the characteristics of various scenes are summarized.Finally,the scenario application path for the mobile audio reading platforms is proposed,that is,segmenting the market and positioning products based on the scene experiences;expanding the mobile audio reading scenes to improve the service adaptation level;increasing the marketing potential and using the kinetic energy of the scenes to achieve fissile-type communication.