PUGC战略下喜马拉雅FM的商业化发展策略

发布时间：2018-04-15 08:31

本文选题：喜马拉雅FM + 网络电台　；参考：《湘潭大学》2017年硕士论文

【摘要】：近年来,以“听”主宰的“耳朵经济”上升为“互联网+”思维下新的经济动力,作为移动互联网下唯一伴随性媒体——音频的真正价值日益凸显出来。2015年,网络电台行业处于集中爆发期,大量平台和产品涌现,喜马拉雅FM领衔的互联网音频公司相继迎来了数轮千万美元级别的融资,纷纷开始了商业化变现之路。喜马拉雅FM凭借其独特的商业化发展策略在日益激烈的电台竞争中迅速扩大了领先优势,喜马拉雅FM的用户覆盖量、日活渗透率、启动频率、使用时长等多项数据均居行业第一。喜马拉雅FM的商业化发展策略就是建立在其海量音频资源库基础之上的多元化变现推广。从内容策略来看,喜马拉雅FM完善内容审核机制,提升音频专业化水准,打造深度优质化节目,做到“人能我能,人不能我也能”,提供海量音频内容,致力于构建PUGC新生态。从传播策略来看,喜马拉雅FM以行业大数据作为发展支撑,对于用户来说,个性化推荐音频节目可以帮助用户获得更加智能、美好的音频体验,有利于增加用户忠诚度、保持用户黏性;对于主播来说,建立明星主播孵化基地,流量推广和变现也更加容易,有利于滋生“万物生长”的内容生态。从盈利策略来看,喜马拉雅FM建立了一套成熟、清晰的盈利模式,广告主精准定位目标用户有利于音频广告的有效投放,粉丝经济、内容付费和智能硬件将上升为重要的收入来源,有利于实现内容与流量变现。在PUGC生态战略下,喜马拉雅FM正在为构建完整、全面的音频生态闭环而努力打通产业上下游、整合产业链,月营收可达到千亿级别。随着商业化进程的推动,喜马拉雅FM的移动音频商业化模式逐渐清晰,喜马拉雅FM在各项利好的风口之中如何把这块蛋糕做大做好十分值得关注,这对整个行业的良性发展具有重要的借鉴意义。因此,以喜马拉雅FM为研究对象,利用文献研究法、个案研究法、比较研究法和经验总结法对喜马拉雅FM在PUGC生态战略下的商业化发展策略进行系统的研究与分析对于网络广播电台在当前白热化竞争格局下实现发展与共赢来说是十分必要的。
[Abstract]:In recent years, the "ear economy" dominated by "listening" has become a new economic power in the "Internet" thinking, and the true value of audio, the only accompanying media under the mobile Internet, has become increasingly apparent.Network radio industry is in a concentrated outbreak, a large number of platforms and products emerged, Himalayan FM led by Internet audio companies have ushered in tens of millions of dollars in financing, have begun to commercialize the road to cash.With its unique commercial development strategy, Himalayan FM has rapidly expanded its leading edge in the increasingly fierce radio competition.Use time and other data are ranked first in the industry.The commercial development strategy of Himalayan FM is the diversification promotion based on its massive audio resource base.From the content strategy point of view, Himalayan FM consummates the content audit mechanism, enhances the audio professional level, builds the depth high quality program, achieves "the person can I can, the person can not I also can", provides the massive audio content, devotes to constructs the PUGC new ecology.From the point of view of communication strategy, Himalayan FM takes big data as its development support. For users, personalized recommended audio programs can help users get more intelligent, beautiful audio experience and increase their loyalty.To the anchorman, it is easier to establish the star anchor incubator base, and it is easier to promote and realize the flow, which is conducive to the content ecology of "everything grows".From the point of view of profit strategy, Himalayan FM has established a mature and clear profit model. Advertisers' accurate positioning of target users is conducive to the effective delivery of audio advertising and fan economy.Content-paid and smart hardware will rise as an important source of revenue, enabling content and traffic to be realized.Under the PUGC ecological strategy, Himalayan FM is working hard to build a complete, comprehensive audio ecological closed loop and integrate the industry upstream and downstream, integrating the industry chain, monthly revenue can reach 100 billion levels.With the promotion of commercialization process, the commercial mode of mobile audio in Himalayan FM is gradually clear. How to make this cake bigger and bigger in various favorable tuyere is worth paying attention to.This has important reference significance to the benign development of the whole industry.Therefore, taking Himalayan FM as the research object, using the literature research method, the case study method,It is necessary for network radio station to realize the development and win-win of Himalayan FM under the current situation of intense competition through systematic research and analysis of the commercial development strategy of Himalayan FM under the ecological strategy of PUGC.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G220.7

【参考文献】