Research On The Operation Strategy Of "Zhongdu" APP In San Lian Life Week

The mobile Internet era has nurtured a wide variety of Internet content products,and the rise of "knowledge payment" has provided an aggregated presentation platform for these products.It took less than three years for the industry to emerge,flourish and mature.What has been going on is the rapid upgrading of content products and the constant change in the way content works.Knowledge of dominated by Internet companies pay industrial structure,and the traditional media player number is not much.their incoming capital is usually not be valued by the industry: on the one hand,knowledge paid highly Internet operations for the high threshold,the traditional media,on the other hand,the capital market intervention also let used to the slow operation mode of the traditional media is difficult to adapt to at the moment.In March 2017,SanLian Life Week launched the "Zhongdu" APP,which was transferred to the knowledge payment field of the bureau,opening up a "transition to knowledge payment" position for the traditional media camp with relatively weak strength.From the integration and presentation of magazine content in the early stage to the gradual completion of the product system of paid courses,"Zhongdu" APP has gone through nearly two years of development.From a little-known small platform to a dedicated cultivator in the long-tail market,the selection and control of the content operation strategy finally made "Zhongdu" APP reach a new stage in the development of influencing the market pattern with high-quality courses.In the era of "content-oriented" Internet products,"Zhongdu" APP has the dual attributes of "traditional media transformation mode" and "Internet knowledge service platform".The particularity of its platform also adds a new element to the knowledge payment industry.The content operation strategy of "Zhongdu" APP has systematic reference value for the Internet transformation of traditional media of the same type.This value is mainly reflected in the characteristics of platform content operation strategies such as "precise docking of content resources and user needs","upgrading of knowledge services" and "diversified communication channels".By comparing "Zhongdu" APP with other platforms and analyzing from a comparative perspective,the mature content operation mode of the platform since the birth of the knowledge payment industry three years ago also reflects the disadvantages and deficiencies of traditional media when they enter the knowledge payment field.The development course of "Zhongdu" APP is the epitome of the development course of many current knowledge payment platforms.In the post-knowledge payment era when "high-quality content is scarce" and "user resource dividend declines",the characteristics and changes of "Zhongdu" APP in content operation are analyzed,which can also serve as a reference for the development of the whole industry.