Study On Fan Deng's Reading Communication Strategies Of Cognitive Payment Platform

With the rapid development of China's social economy and the accelerated pace of life,people's demand for a better life is also increasing.Under the guidance of the concept of lifelong learning advocated by the entire society,more and more people begin to pay attention to the acquisition and use of high-quality content,and are willing to pay for the acquisition of high-quality content,in order to achieve the improvement of self-worth.Under this background,various knowledge-paying products represented by "Fan Deng reading" came into being.Although the entire knowledge-paying industry has entered a clear growth bottleneck period in the second half of 2018,recent data from "Fan Dengshu" shows that its users are still growing at an alarming rate.Among the many knowledge-paying products,"Fandeng Reading" is undoubtedly one of the more successful platforms for dissemination.The success of "Fan Deng reading" is inseparable from its unique communication strategy.This article takes “Fandeng Reading”,a representative product spread in the field of domestic knowledge payment,as a case study object,and conducts literature reading on knowledge payment industry and related topics of Fandeng Reading Research,so as to sort out related materials and make an overall analysis.This article is mainly based on the opinion leader theory,knowledge gap theory in communication and integrated marketing theory in marketing.It uses literature research methods,case analysis methods,questionnaire survey methods,in-depth interview methods to discuss Fan Deng's reading communication strategies.Existing problems and countermeasures.According to the analysis results of case analysis,questionnaire surveys and in-depth interviews,the main problems in its communication strategy are fragmented content and chaotic knowledge structure;mixed branding and poor user experience;strong business atmosphere and high entry threshold;Poor publicity and single operation model.By analyzing the shortcomings of Fan Deng's reading communication strategy,this article proposes the following optimization suggestions for its communication strategy: perfecting the knowledge system and subdividing professional fields;building mainstream brands and tapping customer needs;paying attention to the knowledge gap,flexible and reasonable pricing;Cross-border cooperation,attach importance to opinion leaders,and broaden content sources.I hope to provide some reference for the development of other platforms in thefuture,and at the same time help to improve our reading environment and promote reading practice.