Marketing and Future of Mobile Audio Apps - case study of the Ximalaya FM
Jingyi Wang, Yiyun Wang, Yuchan Jin · Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research · 2021
This paper aims to study some characteristics of mobile audio APP in the mobile audio market and intends to analyze the market situation based on specific cases.The importance of this article to the media sector is that it can provide a partial reference for the marketing strategy of mobile audio apps.We have mainly used the analysis of Ximalaya FM company through the use of various online professional materials and academic papers as an example to reflect the marketing strategies and business models of the mobile audio industry and to further reflect on the differences between the business models of audio companies by comparison with those of Litchi and Dragonfly FM.We found that Xiamalaya FM becomes the top of the mobile audio industry by using its rich platform content, a combination of free and paid content, and accurate 4Ps marketing strategies.Therefore, the general pricing rule for the audio industry is to offer course-level pricing by studying different consumer groups and then adding various promotions and advertisements.Therefore, the results of this study tend to be specific to a case, but there are relatively general findings in this media field.Different audio stations should accept the general phenomenon of the market and adopt different marketing strategies and pricing according to their own business models to be successful.