Scenario,content And Requirements:knowledge Payment In The Context Of Mobile Internet

With the in-depth development of the Internet and the continuous improvement of domestic economic development level,the increasingly fierce competition in the market requires people to keep learning and making progress to adapt to the society.Under the dual background of consumption upgrading and learning to old age,information presents the characteristics of scarcity.This is the first quality of a pay-for-knowledge product.For example,something as readily available as air,no one will pay for it even if it is needed again.Together with the popularity of mobile Internet,it provides the possibility of large-scale knowledge payment.Since 2016,with the rapid development of the knowledge payment economic market and the continuous strengthening of competition,why users pay for knowledge has become the focus of competition in the industry.As the leader of audio knowledge payment industry in China,the case study on the reason of user payment is of profound representativeness.Therefore,this paper takes the knowledge payment platform himalaya and the knowledge payment users as the research object,through online and offline investigation and analysis,to study the internal reasons affecting the users' online knowledge payment,in order to contribute to the theoretical and practical significance.This paper mainly analyzes the reasons why users pay for knowledge from three aspects:scenario,content and user demand.Firstly,in the context of mobile Internet,the scenes in which people acquire knowledge have become more diversified.The accompanying features of Himalayan products have been integrated into vehicle and household scenes,allowing users to selectively acquire knowledge under various scenarios according to their own environment.Then,through the content positioning of the Himalayas,as well as the platform and content creators of cooperation model and other ways to build the ears of the Himalayan economy.In addition,with the continuous upgrading of users' consumption demand,users are also faced with the trouble of screening useful information from a variety of knowledge.Therefore,the author obtained the reasons for users to pay for knowledge through online questionnaire survey and offline interview.Finally,the conclusion is drawn through the above analysis.