耳朵经济时代UGC移动音频平台的发展探究——以“荔枝APP”为例

Research on the Development of UCC Mobile Audio Platform in the Era of Ear Economy—Taking “Litchi APP” as an Example

摘要: 在移动互联网高度普及的当下，人们时间被再次分割，一种更具伴随性、更碎片化的经济模式——“耳朵经济”逐渐受到关注。随着耳朵经济市场不断扩大，行业内涌现出众多优秀产品，其中荔枝APP专注深耕UGC生产模式，成为国内首个实现盈利的移动音频平台。荔枝APP以用户为导向，将自身构建为构成移动场景的音频社区、长尾内容的集合筛选器、技术赋能的自我呈现工具，为用户提供更丰富、有趣的功能。UGC生产模式为荔枝APP带来了巨大利益，但同时也存在局限，使荔枝APP发展渐缓，当前荔枝APP需要寻求长远发展的更优路径。本文尝试分析荔枝APP产品特征，了解其发展困境并探寻优化方案，以期对同类移动音频平台发展提供参照。

Abstract: In the mobile Internet is highly popular at present, people’s time is divided again, a more accompanying, more fragmented economic model—“ear economy” gradually attracted attention. With the continuous expansion of the ear economy market, many excellent products have emerged in the industry, of which Litchi APP focuses on the UGC production model, becoming the first profitable mobile audio platform in China. With a user-oriented approach, Litchi APP builds itself into an audio community that constitutes a mobile scene, a collection filter for long-tail content, and a technology-enabled self-presentation tool to provide users with richer and more interesting functions. UGC production mode has brought huge benefits to Litchi APP, but at the same time, there are limitations, so that the development of Litchi APP is slowing down, and the current Litchi APP needs to seek a better path for long-term development. This paper attempts to analyze the product characteristics of Litchi APP, understand its development dilemma and explore the optimization plan, in order to provide a reference for the development of similar mobile audio platforms.