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谢伏瞻
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    2019年喜马拉雅与蜻蜓FM的内容策略与竞争态势

    摘要

    与网络视频诞生起即引爆各大平台白热化竞争不同,网络音频早期经历了一场漫长平缓的摸索,无论是网络广播、微电台,还是播客,似乎都没能将网络音频推向“前台”;直到移动互联网和移动智能设备的技术赋能,催生了以喜马拉雅、蜻蜓FM为代表的移动音频平台,网络音频才真正迎来“爆发”的前夜。喜马拉雅与蜻蜓FM通过打造优质内容,加强版权资源与IP积累,培育专业主播,逐步发展成为国内音频行业头部玩家;并通过造节活动、广告营销与内容付费等模式成功开启了平台盈利模式;通过跨界联合打造智能终端入口,加强全场景内容生态建设,为未来智能时代的发展奠定了坚实的基础。但与此同时,相对于视频与短视频市场,国内音频市场仍显薄弱,尚需大力开发,继续创新,坚持不懈。

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    Abstract

    Unlike online video,which detonated the fierce competition on major platforms since its inception,online audio has experienced a long and gentle exploration in its early days. Whether it is Internet radio,micro radio,or podcast,it seems that it has not been able to push online audio to the “front”. Until the technological empowerment of mobile Internet and mobile smart devices gave birth to mobile audio platforms represented by Himalaya and Dragonfly FM,network audio truly ushered in the eve of “explosion”. Himalaya and Dragonfly FM have gradually developed into top players in the domestic audio industry by creating high-quality content,strengthening copyright resources and IP accumulation,and cultivating professional anchors. They also successfully opened the platform profit model through festival activities,advertising and marketing,content payment. Through cross-industry joint creation of smart terminal entrances,they strengthened the construction of the whole scene content ecology,laying a solid foundation for the development of the future smart era. But at the same time,compared with the video and short video market,the domestic audio market is still weak,and still needs to be vigorously developed,continue to innovate and persist.

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    作者简介
    申启武:申启武,暨南大学新闻与传播学院广播电视系主任、教授、博士生导师,研究方向为广播理论与实务,新媒体、广播影视艺术和纪录片。
    周晓杏:周晓杏,暨南大学新闻与传播学院研究生,研究方向为新媒体传播、受众研究。
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