Research On "Dedao" APP Content Operation Strategy

With the continuous development of mobile Internet technology,knowledge service has begun to emerge,attracting more and more attention.In 2016,it was called the year of pay for knowledge.In this year,the pay platform for knowledge appeared one after another.The users of paid knowledge increased rapidly."Dedao" APP is produced by the editor's thinking team.As a new Internet knowledge service tool,"Dedao" aims to provide users with multiple and efficient knowledge services,and advocates the use of fragmentation time for users to learn.By January 2018,in a short period of two years,the number of "Dedao" users has reached 14 million,which has successfully created a model of knowledge service in the Internet era.This article mainly takes "Dedao" APP as the research object,taking the literature research method,case study method and data analysis method as the main research method.It analyzes the content operation strategy of "Dedao" APP from the aspects of content production,content presentation and content dissemination,and aims at the problems encountered in the operation process of "Dedao",combining the scene thinking,community thinking and some phases.Pass theory,put forward the corresponding optimization strategy,in order to achieve better communication effect.First of all,in the content production link,"Dedao" has a clear content location and accurate user positioning,based on this,"Dedao" quickly reaped a large number of target users.At the same time,"Dedao" has set up PGC's content production model,and provides users with multiple,professional and high quality content through cooperation with self media and exclusive self-control.And "Dedao" has established a strict gatekeeper system and adopted a double shutdown system to ensure the quality of the content.Secondly,in the content presentation link,"Dedao" is presented through reasonable organization content,which is close to the user's cognition.On the one hand,it provides personalized presentation based on the user's interest,on the other hand,it is based on the integrated presentation of the special topic.At the same time,the diversified content form further improves the user experience."Dedao" uses audio and graphic as the main carrier,andcreates a live studio,and is committed to constantly improve the user's content experience.By establishing management rules and incentive rules,the user stickiness can be improved while ensuring the orderly organization of contents.Moreover,"Dedao" has also constructed a three-dimensional communication channel.On the one hand,the entry of content has been increased by opening up the electricity supplier mode and book business.On the other hand,online and offline interaction has greatly improved user activity.At the same time,"Dedao" constructed the new media matrix,further expanded the channels of communication,and enhanced the influence of the brand through extensive cross-border cooperation.