甲酸及碱性盐后处理对不同来源木质纤维酶解强化效应分析文献综述

 2022-05-15 10:05

一线城市猫耳FM营销推广策划方案

摘 要

随着经济迅速发展，国民收入水平不断提高，人们对精神文化需求有了明显提升，在“耳朵经济”影响下，我国在线音频行业得以高速发展。目前在线音频行业竞争格局整体稳定，但内容同质化现象严重，各大在线音频纷纷转向以“内容”为核心的竞争，从而满足消费者更深层次的需求，垂直细分市场竞争激烈。猫耳FM是一款主打二次元内容的音频APP，作为一款垂直细分领域内的音频软件，既有内容独特的优势又存在受众窄、内容单一和渠道受限等问题，因此猫耳FM的市场份额并不明显，对于大众而言品牌知名度较低，需要进一步打开市场。

此次策划方案，是通过网络公开数据和调查问卷分析，结合市场现状和目标消费者特性分析为猫耳FM在一线城市推广而打造的一套营销策划方案。旨在加快猫耳FM融入主流音频市场的步伐，通过情感互动式营销打造猫耳FM“萌系”“治愈”“健康”的品牌形象，强化独特的品牌优势，从而扩大市场占有率和提升品牌知名度。

关键词：在线音频；小众品牌；二次元

Mao ＇er FM Marketing promotion plan in first-tier cities

Abstract

With the rapid economic development and rising national income, people#39;s spiritual and cultural needs have increased significantly. Under the influence of the 'ear economy', China#39;s online audio industry has developed rapidly. At present, the overall competition pattern of the online audio industry is stable, but the phenomenon of homogenization of content is serious. The major audio brands have turned to 'content' as the core competition to meet the deeper needs of consumers, and the vertical market segment competition is intensifying. Mao＇er FM is an audio app that focuses on secondary content. As a vertical audio software, it has unique content advantages, but also has narrow audiences, limited content, limited channels and other issues. For the public, the brand awareness is low, and the market needs to be further opened.

This is a set of marketing planning schemes created for Mao＇er FM through the analysis of online public data and questionnaire analysis, combined with market status and target consumer characteristics. It aims to accelerate the pace of integration of Mao＇er FM into the mainstream audio market, create a brand image of Mao＇er FM 'Meng Department', 'cure' and 'health' through publicity and promotion activities, strengthen unique brand advantages, thereby expanding market share and increasing brand awareness .

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