"Rebate Read-listen" Platform's Business Model And Its User Research In The Context Of Knowledge-Paid

In 2016,China's Knowledge-Paid market exploded,"Himalayan FM","Fenda","ZhiHu Live" and many other products get involved in the knowledge-Paid industry.However,internet Content Aggregation Platform "Qu Toutiao" quietly entered the mobile software market at the same time.after that,"Qu Toutiao",took only two years and three months to be listed in September 2018,with an initial valuation of $ 1.98 billion.It has undoubtedly become the most shining internet star of 2018.Qu Toutiao's success thanks to a special user incentive model in the platform.Since then,a large number of similar products of "Qu Toutiao" have flooded into the market.These products have used this kind of model as their core marketing method.Therefore,this article defines this special marketing model as the "rebate read-listen" model,and defines the products that uses "rebate read-listen" as the main marketing method as the"rebate read-listen" platform.How does "rebate read-listen" platform model operate?Based on the actual survey and literature analysis of related products,this paper classifies the "rebate read-listen"platform and analyzes the business model of the platform.In addition to the platform itself,the sinking user group attracted by the "rebate read-listen" platform is also worth studying.This paper summarizes the characteristics of platform users in terms of behavior and psychology.The research found the following conclusions:(1)In terms of content preferences,users have a strong interest in both "hard news"and "soft news";users have willingness and ability to learn in specific vertical fields such as cooking and health care;most users have no requirements for credibility and authenticity of platform content.(2)In terms of media type preference,Video content is more popular because it is less difficult to understand.(3)In terms of motivation,"money rewards" are not the motivation for most users to use rebate reading products.What attracts users is product-rich content.(4)At the point of the "virtual credit system",there are two extreme cases of invalid guidance and wrong way of reading.The user's reading behavior and money-making behavior are split;Except for some KOL,the "invitation code system" is rarely used because it is difficult for users to understand and use.Finally,based on the research results of such platforms and its users,this paper summarizes the existing problems of the " Rebate Read-listen”platform and proposes targeted optimization suggestions.