Research On The Development Strategy Of Knowledge-Paying Products From The Perspective Of Users

With the rapid development of China's economy and society,it has spawned a large number of middle classes in China.The income of the middle class has increased,and their survival safety needs have been met.In turn,there has been a large demand for high-quality knowledge and information.In the new consumption structure of the middle class,the proportion of education,entertainment and culture is constantly increasing.At the same time,with the rapid transformation of society,social competition and workplace competition are becoming more and more fierce.The knowledge requirements of talents in society and workplace are becoming higher and higher.The middle class has knowledge anxiety.The demand for learning new knowledge and skills is becoming more and more obvious.In addition,the development of China's Internet has provided various realistic conditions for the development of paying for knowledge online,including user reserves,mature mobile payment conditions,user habits,and user quality improvement.Under the influence of many factors,paying for knowledge online broke out in 2016 and flourished thereafter.Data shows that in 2020,46.8%of knowledge-paying users spend 500-2000 yuan per month to purchase the products of paying for knowledge online,82.0%of users believe that the knowledge-paying products they have purchased are more in line with or fully meet expectations,and about 90%of users say they will purchase knowledge-paying products again,and there is still huge room for the development of paying for knowledge online in the future.Mint Reading is a combination of Internet+education and knowledge payment.Compared with the one-to-one communication in the traditional knowledge counseling form,Mint Reading achieves cross-level group communication,which is easier to achieve multi-level communication and has a strong influence.At the same time,Mint Reading,as the long tail product at the bottom of the knowledge payment market,meets the niche needs of users with unique positioning,and has the characteristics of small and beautiful.Knowledge-paying products represented by Mint Reading can help people get rid of the limitations of time and space,use fragmented time to learn knowledge to enrich themselves,and improve themselves in a certain sense.2016 was called China's "the First Year of paying for knowledge online",and the research on knowledge-paying products began in an endless stream,but most of the research was from the perspective of products and platforms,and there is no in-depth understanding of the significance of user demand as the underlying foundation of knowledge payment products for the development of paying for knowledge online.This article starts from the perspective of users and takes Mint Reading as an example to explore how knowledge-paying companies can build knowledge-paying products based on user needs.From the perspective of users,the current problems encountered in the development of knowledge payment products,and finally,explore the future development strategy of knowledge-paying products based on the current development trend of knowledge payment industry and changes in user needs.This article is mainly divided into five parts.The introduction part aims to clarify the research background and the theoretical and practical significance of the research.It summarizes the relevant theories and research results of knowledge payment and mint reading,clarifies the research methods and innovations of this article and the problems to be solved.The second part starts from the background of the knowledge-paying industry,mainly introduces the relevant overview of knowledge payment,defines the concept of confusing knowledge payment,introduces the three stages of the development of the knowledge-paying industry and the reasons for its development,and reviews the existing knowledge-paying products.And the characteristics and payment models are classified and summarized.The third part is specific and detailed.Taking mint reading as an example,first introduces the underlying logic of knowledge payment product design,that is,the three basic needs and usage scenarios of users.Starting from the three different basic needs and usage scenarios of users,elaborate the user needs to pay for knowledge.The significance of how knowledge-paying companies build knowledge-paying products based on three different psychological needs and usage scenarios of users,including user needs affecting knowledge-paying content selection,product function design,and building knowledge communities to increase product added value.The fourth part looks at the existing problems of knowledge payment products from the perspective of users.It first introduces the overall dilemma faced by the knowledge-paying industry,and then analyzes the existing problems from three perspectives of content selection,functional design and the construction of knowledge community.The fifth part starts from the problems of the knowledge payment products explained in the fourth part and the future development trend of the knowledge-paying industry,proposes specific solutions to specific problems,and deduces the feasible direction of the future knowledge payment products,including optimizing content quality and adjusting the structure of products to meet the user's cognitive and anticipatory needs;building peripheral shopping malls to meet the user's derived needs;improving the knowledge community mechanism,encouraging users to create and share information,in order to meet the user's excited needs;cultivating and fully developing old user resources to solve the overall dilemma faced by knowledge-paying industry.