Research On The Operation Strategies Of HZ-ACADEMY

The development of knowledge payment has brought opportunities and challenges to traditional publishing.Although most traditional publishing companies have excellent authors and high-quality content resources,due to the traditional,rough and single operating strategy,they have encountered many difficulties in the process of knowledge payment transformation and need to learn from it.Successful experience,exploring reasonable and effective refined knowledge payment operation strategies.HZ-ACADEMY is a knowledge-paying brand of HZ-Company,a publishing company of the mechanical industry,which was established in 2005.Since the payment of knowledge for transformation,HZ-ACADEMY has relied on the resource advantages of its parent machinery industry press,and has been deeply cultivating vertical fields such as economy,management,finance and other business and science and technology.Its knowledge-paid products are highly recognized in the commercial field and have achieved good social and economic benefits.In 2015,Chenchunhua shared the new book ?Activating Individuals? live on the HZ-ACADEMY micro-class,which for the first time set a record of 100,000 people watching online live broadcast for the first time.In 2016,she collaborated with Fan Deng,the founder of the Fan Deng Book Club,"Novice and Master,separated by real "Exercise",set a record of nearly 4,000 live groups,1.6 million people participated in learning;Chenchunhua's "90minutes to master the necessary ability to activate the team" course organized in 2017 has set off a phenomenon of "swipe the screen" in the industry.Since its establishment,HZ-ACADEMY College has maintained 20% revenue growth for many years,and its sales performance in 2019 exceeded 600 million.Under the circumstance that the knowledge payment capacity of publishing companies' transformation of payment creation is generally poor,HZ-ACADEMY undoubtedly provides a useful reference for the traditional knowledge payment transformation of publishing companies.Based on the theoretical framework of operational strategy,this article uses case studies,literature research,comparative analysis,and summary and induction to take HZ-ACADEMY as the research object to analyze and discuss the successful experience of its knowledge payment.Content,user,and market operation strategies play a vital role: user-centered,product-manufacturing strategies that accurately create multiple products;PGC content production models,content operations strategies that focus on vertical fields;and online and offline connections Users,user operation strategies to enhance the stickiness of community users;market operation strategies to build diversified communication channels and flexibly use community marketing methods.Finally,a comprehensive analysis concludes that HZ-ACADEMY can provide the following four inspirations for traditional publishing companies' knowledge payment transformation: learn from Internet user thinking and enhance service awareness;grasp resource advantages and deepen vertical fields;attach importance to user management,fine operation,and play the role of community;Establish diversified communication channels and build a professional channel operation team.