Research On The Communication Strategy Of Knowledge Payment Platforms In The Post-Epidemic Era Under The Perspective Of Long-Tail Theory ——The Case Of "Himalaya" FM

The new era of China has seen an increase in people's spiritual and cultural needs for a better life,an increase in consumption levels and a constant renewal of consumption concepts,which has led to the explosion of knowledge payment platforms represented by Himalaya FM and Zhihu in 2016.Since then,knowledge payment platforms have continued to develop in depth,and the outbreak of Newcastle pneumonia in 2020 has reshaped our way of production and life,and of course has brought huge changes to knowledge payment platforms.The new pneumonia epidemic has unexpectedly provided a new thrust to the development of knowledge payment platforms.Now,we are in the post-epidemic era,how to let knowledge payment platforms seize the opportunity to adapt to the real needs of the people while living with the epidemic,and to achieve the development of the industry by precisely matching user needs with more effective communication strategies is a problem that both scholars and knowledge payment platform practitioners have to think about and solve.Himalaya FM,however,has been the most successful audio knowledge payment platform in terms of content creation and profit model in its communication strategy during the epidemic period,and has become a significant user attraction and achieved certain development.Therefore,this thesis takes "Himalaya" FM as an example and analyzes the communication strategy of "Himalaya"FM in the post-epidemic era,using interview method,case study method and participant observation research method."This thesis attempts to summarize the general solutions for optimizing the communication strategies of knowledge payment platforms in the post-epidemic era,and provide reference for the development of China's knowledge payment platforms in the post-epidemic era by giving corresponding optimization suggestions from the perspective of platform operators in the context of the long tail theory.This thesis finds that in the dissemination process of Himalaya FM in the post-epidemic era,there are problems such as the loss of content creators due to the absolute control of the platform over the content,the low retention of platform users after "pulling in new and promoting live",and the contradiction between free information and the commercialization of the platform.The problem of the contradiction between the commercialization of the platform and the free information.From the perspective of the long tail theory,we suggest that we can extend the tail end of the long tail by improving the content production model,developing innovative practices in new scenarios and creating a new characteristic profit model in the post-epidemic era,thus helping to make the long tail longer.From a theoretical perspective,this thesis uses the long tail theory to explore the communication strategies of knowledge payment platforms represented by Himalaya FM,which can enrich the application scenarios of the theory.From a practical perspective,this thesis focuses on the post-epidemic era and summarizes the general solutions for optimizing the communication strategies of knowledge payment platforms,which can provide certain reference for the choice of communication strategies of knowledge payment platforms in the context of co-existing with the epidemic.In the near future,it can provide some reference for the choice of communication strategies of knowledge payment platforms in the context of the epidemic,and in the far future,it can provide useful thoughts for the overall development of knowledge payment platforms in China in the post-epidemic era.