益伴平台产品创新策略研究

Research on Product Innovation Strategy of Yi Ban Platform

随着有声读物行业的蓬勃发展,国内有声读物平台越来越多。以有声读物平台“益伴”为分析对象,采用文献研究法、个案研究法、观察法和对比研究法,从产品组合、新产品开发和品牌3个方面分析“益伴”产品策略,并提出相应建议。

With the vigorous development of audio book industry,there are many audio book platforms arise in China.This paper take the“Yi ban”of the audiobook platform as the analysis object,this paper mainly uses the literature research method,case study method,observation method and comparative research method,and uses the product strategy theory and product innovation strategy theory to analyze the problems existing in the“Yi ban”product strategy from three aspects of product mix,new product development and brand and packaging,and puts forward corresponding optimization suggestions,so as to promote the better development of the“Yi ban”of the audiobook platform,and also hope to be helpful for the development of the audiobook industry in China.