耳朵经济视域下音频营销的发展策略研究

Research on the Development Strategy of Audio Marketing from the Perspective of Ear Economy

为了探究在移动互联网时代音频营销的发展策略,通过分析网络音频产业的发展现状,对音频产业概况、用户画像、盈利模式进行研究,发现目前音频营销面临着精准营销困难、营销效果有限和营销影响范围有限的挑战。为音频营销价值的更好实现提出深耕优质内容、善用智能技术、加强品牌联合等建议。

In order to explore the development strategy of audio marketing in the era of mobile Internet,it is found that challenges includes difficulties in precision marketing,limited marketing effect,and restricted marketing reach by analyzing the current state of the online audio industry's development.It studies the overview of the audio industry,user profiles,and profit models.Suggestions for better realizing the value of audio marketing are proposed:deeply cultivating highquality content,making good use of intelligent technology,reinforcing brand collaboration.