Research On The Effectiveness Of Paid Column Communication And Countermeasures Of "GET APP"

Since 2016 years,a pay for knowledge content boom created in the media platform,they created a myth of income generation,with GET APP and Himalaya platform as the typical representative.There is controversy behind the content paying boom,some people support it but others not.Some scholars think that the transformation of interpersonal network becomes an important social resource in the age of large data.Whether it is a media platform for service properties or for service properties are trying to expand their social networks.In order to provide personalized content to different user,they analysis personal data accurately,and to maximize the personal value of platform users and realize it's platform value.Nowadays,the dominant content payment methods are mostly the effective realization of the “personal relationship”.The characteristics of the self-media platform are in line with this key point,so they predict that the content payment market will have a bright future.Another scholar believes that the content payment phenomenon is a gimmick created by individual and unique platforms in a specific period of time.Eventually,it is only a short-lived phenomenon and it will inevitably lead to a decline.This article selects a typical representative self-media content payment platform of GET APP,presents the success and insufficiency of the app payment column by case analysis method,understands the user's experience through questionnaire survey,and summarizes the user's access by in-depth interview method.Based on the literature analysis method,we compared the different views and attitudes of experts and scholars,and then put forward the author's views and opinions on the disputes in the development process of the content payment market.This article is divided into five parts.The introduction part mainly narrates the background of content payment research and defines related concepts.The first part elaborates on the background of promoting the development of the content payment market,from technology,audience consumption habits,payment methods,etc.;the second part shows the status quo of the development of the platform,covering user coverage,the number and benefits of subscription columns,and access to platforms.The main content and payment methods;the third part investigates and analyzes the users' experience of using the columns;the fourth part analyzes the success factors and deficiencies according to the investigation in the third part.The fifth part and the fifth part propose countermeasures for the lack of development of the columns of the platform.