Analysis On The Communication Characteristics Of Online Pay Platforms For Knowledge

This thesis is concentrated on the communication characteristics of pay platforms for knowledge,taking the examples of The Himalayan,Fenda and Zhihu Live.The communication characteristics of the three platforms are analyzed with the help of literature research method,text analysis,comparative method and participant observation method.The first chapter is composed of introduction,research background,current research and research methods.The second chapter is the general introduction to online knowledge payment,specifically the definition,the reasons for the emergence and the development.The third chapter is the main body of this thesis.The communication characteristics of the Himalayan,Fenda and Zhihu Live are compared from the aspects of subject,content and effects.In the communication of knowledge,the subject is the knowledge owners and providers.The subject is studied from the five angles of the form,scale,range,depth and bias of the content.Communication effect refers to the effect and response of the knowledge communication.Communication effect is studied from user scale,repurchase rate and user experience.The forth chapter is the reflection on pay knowledge platform.Knowledge payment is still developing and immature with many problems,such as the absence of judging system of content quality,the barely satisfactory learning experience,the homogeneity of content and the low repurchase rate resulted from the lack of attraction.The fifth chapter is the developing tendency of knowledge payment.The tendency is summarized into the three main tendencies of the perfection of the platform,the verticalization and segmentation of the service and the improvement of the content quality control.