Research On The Knowledge Payment Operation Strategy Of Zhihu Community

Zhihu is known as a social networking quiz community,since 2010,by virtue of the high quality of the inquiry sought after by the majority of users.In the process of precipitation content and users,Zhihu gradually found potential of knowledge payment market,Zhihu Live——the products of knowledge payment has launched in 2016,Zhihu Bookstore was also up later.After two years of developing in the field of knowledge payment,Zhihu stands out in the knowledge payment market.The aim of this paper is to have research on the knowledge payment operation strategy of Zhihu community,through the content analysis method,literature analysis method,case studies and other methods,combined with communication studies psychology,management,publishing,publishing and marketing and other disciplines,analyzed and summarized in detail,more rationalization proposals will be given to the advertising development of knowledge payment platform and publishing.According to this research,it is found that there are three points in the strategy of the Zhihu community in the knowledge payment operation.First,the user-led strategic positioning,so that Zhihu anchors the knowledge payment market;Second,product structure is given priority to the paid course,including audio,graphics and text payment content presentation,administrative levels content and levels.Third,community-centric profitability has expanded its dissemination channels in crowded knowledge-paying markets.On this basis,the integrated use of SWOT matrix model to evaluate the internal and external influencing factors and analysis.Finally,according to the current knowledge payment of Zhihu Community to achieve sustainable development faces many problems,from multiple aspects for Zhihu Community development provide effective ways and realistic basis for optimizing decision.