Research On Community Operation And User Relationship Maintenance Of Net Ease "Yijin Jing School" Under The Background Of Knowledge Payment

With the intensification of social competition,the demand for talents with high knowledge and high quality is growing.In this social environment,individual knowledge anxiety and the demand for personal ability improvement have aroused people’s strong desire to learn knowledge,so as to adapt to the pressure of fast-paced social competition and seek long-term personal development.The development of Internet technology and5 G mobile communication technology has provided technical conditions for the construction of knowledge community.With the growth of users’ learning needs in the Merit-based society,the improvement of online transaction payment system and the change of users’ online interaction behavior,paid knowledge community has achieved vigorous development.Different from the past one-to-one,one-to-many offline and traditional small-quantity communication,online paid knowledge community realizes vertical communication,breaks the access barriers of each circle,and realizes mass communication with more numerical advantages.In this non-traditional mode scenario,learners can change from the state of absence to the state of "presence" at all times.Meanwhile,learners’ learning mode is no longer trapped by the restrictions of past time,space and technology,and will become richer and more efficient under the support of new media technology.Paid knowledge community,as a new type of virtual community,has developed into a mature stage after the outbreak of paid knowledge in 2016 to specific business practices such as answering,obtaining,Zhihu and logical thinking.However,at this stage,for some new projects and enterprises entering the knowledge payment business field,how to operate the community,explore the community operation strategy and realize the maintenance of user relationship still need to be considered.Therefore,this paper takes Net Ease’s "Yijin Jingxue" project,which was established less than five years ago,as an example.On the basis of participatory observation,this paper explores the operation mode and user retention strategy of its paid knowledge community,and analyzes the weaknesses of its operators in the operation process,in order to provide certain reference experience for similar paid knowledge communities that have just entered this field.First of all,starting from the macro community structure,the composition elements of Net Ease "Yijin Jing School" are studied.Starting from the community objectives,community members,content and atmosphere,the target group and community advantages of the community are defined,and then the operation mode of the community is investigated.Secondly,when examining the operation mode of the community,it focuses on analyzing how the community realizes the diversion of private traffic and the maintenance of user relationship.The traffic base of community diversion into the traffic pool and the bonding degree of user relationship will affect the final business realization.The higher the degree of user bond,the higher the proportion of participation in community activities,the higher the degree of community activity,the higher the possible business income.At the same time,the higher the value of the content provided by the community for users will also affect the vitality of the community.The better the community is run,the more likely it is to achieve a win-win situation for both the community and its users.Finally,the problems existing in the operation of Net Ease "Yijin Jing School" are discussed,and corresponding strategies are put forward.Net Ease "Yijin Jing School" should optimize the user experience,clarify the activity mechanism and extend the activity theme,so as to meet the needs of students in the community,improve the sense of trust in the community and operators,enhance user loyalty,and maintain a competitive edge in the competition among similar communities.