Analysis Of The Community Operation Model Of Dedao APP

As mobile Internet technology keeps developing,great changes have also taken place in the communication methods and channels of information communication,which indicates an increasingly vital role of users.To occupy a dominant position in the fierce competition of knowledge payment industry,it is ever more important to maintain user loyalty to the platform and to improve user stickiness.In this context,each major platform has taken the community operation model as the exploratory object considering it could help share information among users with similar interests,effectively maintain users' emotion and identity identification,and promote user communication based on users' strong connection.The paper selects “Dedao” APP,a leader adopting the community operation model for knowledge payment products,as the research object.And by means of such methods as literature review and case analysis,the paper intends to deconstruct the community operation model of “Dedao” APP and analyze the dilemma it has faced during the course of operation.Moreover,the paper would propose relevant improvement strategies combining the theories like community marketing,long-tail theory and communication semiotics.The paper mainly includes six parts.The first part mainly introduces the research background and analyzes the significance of the community operation model for knowledge payment platform from both theoretical and practical aspects.The second part defines relevant concepts such as community and knowledge payment,and compares the similarities and differences among community and social intercourse.In addition,it also distinguishes the community operation model from the traditional operation model,and organizes relevant theoretical research and the latest development dynamics of community and knowledge payment.The third part analyzes the competitive environment of “Dedao”APP by means of SWOT analysis method.In this regard,the paper summarizes the internal advantages and disadvantages,as well as external opportunities and threats of “Dedao” APP,thus achieving the strategic basis for “Dedao”APP to implement community operation.The fourth part deconstructs the community operation mode of “Dedao” APP from three aspects of user operation,content operation and channel operation.The fifth and sixth parts explore the problems that arise in the operation of the “Dedao” APP community,and also put forward suggestions for development strategies.On this basis,the paper summarizes the enlightenment of the community operation model of “Dedao” APP for other similar products.Through research,the paper concludes the successful experience of the design and implementation of APP community operation model,and also analyzes the fact that the community operation constitutes the core competitive source for platform's rapid development from one side.On this basis,the paper intends to provide reference for other community operation products in the industry.