Research On Content Operation Strategy Of Knowledge Payment Platform

Since the 21 st century,with economic development and technological progress,the Internet has become a hotbed for the growth of emerging industries.The year2016 is known as the "first year" of knowledge payment.Capital entry has expanded the previously untapped knowledge payment market in China.So far,the development of knowledge payment industry has gradually eased from the "blowout",and the market competition has turned from a "blue sea" to a "red sea".In the current competition,the knowledge payment platform has to face the test of users to the core of the platform--content.After the rise of payment for knowledge,the rise of the head platform to empower the market,content as the king of the knowledge payment platform in the continuous development of the necessity of its content operation increasingly prominent.This paper divides the content operation of knowledge payment platform into three parts: the target user positioning of content,the creation of content products and the communication and interaction of content.In the target user positioning of content,the platform needs to make clear the market positioning of target users from the perspective of user content preferences and data analysis,and classify users' professional knowledge needs and generic knowledge needs in content.Based on this,the target user portrait of the platform content is depicted together,providing a direction for the content production of the knowledge paid platform.In the process of creating content products,the platform needs to aggregate the content production of professional producers,we media and users to build a rich content pool,and then assign value to content products by mining selling points and extending product value.In the end,different media presentation forms are used to satisfy users' different demands for content presentation,so as to complete the creation of content products for knowledge payment platform and meet users' payment demands.In the communication and interaction of content on the platform,multiple content distribution channels and content push methods are adopted to expand the contact opportunities between users and content products,and the interaction between users and the platform is enhanced through community communication and the linkage of online and offline activities,so as to improve user stickness and achieve the purpose of encouraging users to pay for content products.There are still some deficiencies in the content operation of knowledge payment platforms,which are manifested as ambiguous platform positioning,insufficient platform operation activity,and uneven content quality of we-media production.In content operation,a platform needs to construct its brand and cultural difference identification,improve its operation innovation and interaction ability,and strengthen its supervision and control function,so as to have the power to firmly grasp users.