耳朵经济复苏:中文播客商业化模式探析  

Ear Economic Revival:Analysis of Chinese Podcast Commercialization

作　　者：吕雅萱 金永成[1] Yaxuan Lv;Yongcheng Jin(College of Publishing,Printing and Art Design,University of Shanghai for Science and Technology,200001,China)

机构地区：[1]上海理工大学出版印刷与艺术设计学院,上海市200001

出　　处：《管理科学与研究（中英文版）》2022年第5期149-154,共6页Management Science and Research

基　　金：上海理工大学研究生课程思政建设项目《传媒市场调查与分析》支持资助(项目编号:10-21-115-010)。

摘　　要：“耳朵经济”崛起之下,中文播客正成为声音媒体中不可忽视的力量。商业化却是中文播客产业中创作者面临的一道难题,现阶段靠播客盈利的商业体系仍未成型。梳理了中文播客产业中四种商业化模式:付费节目,广告投放,播客会员制和企业定制播客,并结合更为成熟的美国播客市场经验,得出对内容业态多元化深耕来扩大用户市场,搭建播客广告产业链的启发,以期为中文播客商业化拓宽道路。With the rise of the"ear economy",Chinese podcast is becoming a force that cannot be ignored in sound media.However,the commercialization modes are still not formed in Chinese podcast industry,which is a problem faced by creators of Chinese podcast.The four emerging commercialization modes in Chinese podcast industry are combed:program payment,advertising,podcast membership and enterprise customized podcasts.By drawing lessons from the mature American podcast market,it is concluded that Chinese podcast industry should develop diversified programme formats to expand the market,and build podcast advertising chain to increase the amount of advertising,which is most likely the dominant commercial model for Chinese podcast.

关 键 词：播客 耳朵经济 商业化 

分 类 号：F42[经济管理—产业经济]