Research On Online Knowledge Paid Courses Marketing Strategy Based On SIVA Theory

The rapid economic development has changed the consumption structure of residents,people are no longer satisfied with the abundance of material life,and began to pursue the enrichment of the spiritual world.At the same time,the rapid development of the mobile Internet has changed the way information dissemination.Mobile terminals have become the main channel for consumers to acquire knowledge and information.However,the brutal growth of content has led to uneven content quality.The existing free content has been difficult to meet consumers' needs for selfimprovement and lifelong learning.Under this background,a knowledge payment platform that can provide users with rich knowledge and adapt to the needs of fragmented learning has emerged.More and more consumers are beginning to accept the consumption method of obtaining premium content through payment.Paid knowledge courses are favored by consumers because of their advantages of systematization,specialization and fragmentation.More and more companies start to join the knowledge payment industry.Companies must not only create high-quality paid courses in an inspiring competition,but also consider how to formulate marketing strategies that meet consumer needs.This article selects the marketing strategy of knowledge-paying courses as the research object.Based on the consumer-centered SIVA marketing theory,it proposes a hypothetical model of marketing strategies for knowledge-paying courses.12 indicators,such as innovation,contextual information,reputation information,transaction information,navigation information,perceived benefit,perceived cost,purchase path and service path,are the influencing factors of knowledge paid course marketing,and then the questionnaire survey method is used to evaluate the above 12 Variables were measured,and SPSS tools were used to analyze and test the questionnaire data.Through data analysis,it can be concluded that 9 indicators such as the pertinence,effectiveness,innovation,contextual information,reputation information,transaction information,perceived benefits,purchase channels and service channels of knowledge paid courses have a positive effect on the purchase decision of knowledge paid courses Significantly affected.Based on this,this article proposes that the marketing strategy of paid knowledge courses is to expand user demand collection channels,focus on personalized recommendation of courses,expand the scope of course publicity,enhance the reputation of course brands,optimize the quality of course content,and provide a full range of course learning services.This article is based on SIVA theory,using empirical research methods to establish the first paid knowledge course marketing strategy model,expands the application of SIVA theory,and provides its own opinions and suggestions for the knowledge paid course marketing strategy,which is to promote knowledge paid course marketing Theoretical research has theoretical value,has important practical significance for promoting the development of paid knowledge courses,and also has a certain reference for the research and development of other knowledge paid products.