耳朵经济兴起的表现及原因探析——兼论互联网经济从眼球经济到耳朵经济

The Performance and Causes of the Rise of Ear Economy:As Well as the from-Eye-to-Ear Change of the Internet Economy

无论眼球经济还是耳朵经济都是伴随互联网的出现成长起来的。但与眼球经济相比,耳朵经济一直未受到重视。当下,耳朵经济的兴起由三方合力促成:一是眼睛被过度消费后的产物;二是科技的助推;三是声音本身的伴随性、真实性及召唤性特点。耳朵经济的兴起表现在四个方面:一是移动互联时代占领碎片化、细分的生活场景;二是AIoT时代开启智能家居和车载新场景;三是后微信时代引领声音社交新模式;四是新消费时代创造了新的身份标识——耳机。

Both eye and ear economy have grown up with the emergence of the Internet.But compared with eye economy,ear economy has not been valued.At present,the rise of ear economy is promoted by the three forces:the result of the excessive consumption of eyes;the technological advancement;and the accompanying,authentic and summoning characteristics of sound media.Ear economy manifests itself in four aspects:firstly,it plays a dominant role in the fragmented and subdivided life contexts in the mobile Internet era;next,it opens a new chapter for intelligent home and vehicle in the AIoT era;thirdly,it leads a new mode of voice socialization in the post Wechat era;lastly,it creates a new identity marker—headphones in the new consumer era.