A Study On Zhe Operation Of Knowledge Payment On Himalayan FM

With the development of mobile terminals and the Internet,mobile media has become the main channel for people to obtain information.The convenience of information acquisition makes the information itself and people's attention show the characteristics of “fragmentation”,while the overload and disorder of information increases.The difficulty of people searching for information,so a new way of consumption "knowledge payment" came into being under the influence of consumption upgrade and cognitive surplus.The emergence of knowledge payment has realized the transformation of knowledge into commodities,which has reduced the difficulty of information search.The new consumer demand has spawned the birth of a large number of mobile audio apps.Among them,Himalayan FM is the largest mobile audio platform in China and has become the leader in knowledge payment.It is very valuable for research.This paper takes knowledge payment as the research background,and takes Himalayan FM as the research object.The research method mainly uses content analysis method and questionnaire survey method,which are explored from the aspects of paid content operation,paying user operation and activity operation of Himalayan FM.Himalayan FM's knowledge of paid operations and operational strategies.In terms of the operation of paying programs,the author mainly adopts the content analysis method,which starts from the premium paying programs of Himalayan FM and the paid programs of VIP paying programs,and obtains relevant data of each program type by counting the paid programs of the Himalayan FM full platform.Based on these data,the content creation strategy of Himalayan FM pay programs is summarized: Himalayan FM mainly adopts PUGC content creation mode combining UGC and PGC,taking into account the depth and breadth;the creation of high-profile programs on Himalayan FM mainly takes the IP development path Precipitation knowledge has created the tone of the content program;in some small boutique courses,the platform fully exerts the "long tail theory" effect,which satisfies the various audiovisual needs of different users.Based on the analysis of the program,the operation characteristics of the Himalayan FM knowledge paid product program are summarized.In terms of the operation of paying users,the author mainly uses the research method of questionnaires to obtain the demographic characteristics of Himalayan FM paying users,and starts from the ARRR operational model,which is obtained from user acquisition,user activation,user retention,realisation and self-propagation.Five aspects explore the conversion path of Himalayan FM paying users,and analyze and summarize the characteristics of Himalayan FM in the operation of paying users.In the activity operation,the author mainly used the case analysis method,selected the most mature activity of the Himalayan FM "123 Knowledge Carnival" as the research object,and analyzed the characteristics of the Himalayan FM knowledge payment activity operation.Get the operational strategy of Himalayan FM in the operation of knowledge payment activities.Even though the Himalayan FM far surpasses other mobile audio platforms in terms of influence,there are still many problems in the development: the measures are not in place,the copyright disputes are large,and the fee conversion rate is low.This article has a lot of content analysis and data survey on the Himalayas.All aspects of FM are sorted out,combined with the research results of current researchers on knowledge payment and Himalayan FM,summarizing the operational advantages of Himalayan FM,paying user operations,paid content operation and activity operation strategies,and then deducing the existence of the platform at this stage.The problem,to make reasonable suggestions for the shortcomings,I hope to help the standard management of the mobile audio platform and the subsequent development.