The Research Of Knowledge Payment Application's Diversion Means

Since 2016,the development of knowledge payment industry is in the ascendant.In 2017,China's knowledge payment market was 4.91 billion yuan,and by 2020,the knowledge payment market has reached 39.2 billion yuan.Four years of fierce competition in the knowledge-paying market,the current Fan Deng reading,Himalayas,has formed a great development of the situation.Knowledge payment platform has also been divided into integrated class and platform vertical class platform.According to the research object of this paper,the APP is vertical class payment platform.In recent years,the research on the development of knowledge payment industry is increasing day by day,which is also of great practical significance.DEDAO APP is a learning platform and is committed to building a world-leading lifelong university.Market share,professional level,user recognition all occupy the leading position of the industry.This paper selects DEDAO APP as the research object,which is heterogeneous with other studies in academic circles.Based on the theory of integrated marketing,the theory of new media operation and the theory of communication,this paper puts forward the basic structure of the drainage path of the APP.Chapter one combs out the industry background and related concept definition of knowledge payment;chapter two combs out the typical aspects of drainage and operation of DEDAO APP by comparing Wu Xiaobo Channel and Fan Deng Reading Club,based on content analysis and interview method.Combined with new media operation strategy,this is divided into three parts: content,user and channel.Chapter three is the key part of this paper,deconstructing the drainage condition of DEDAO APP,and summing up 13 drainage paths,including six drainage strategies,such as personalized strategy,interest strategy,words editing strategy,etc.,and summarizing the practical problems of drainage through interviews and content analysis.In order to provide reference for other knowledge payment platform.