Research On Marketing Strategy Of Knowledge Payment Platform Of Wanbo Culture Company

At present,KOL self-media,professional knowledge and comprehensive platforms are the main knowledge payment platforms in China’s mobile Internet.After several years of development,knowledge payment platform enterprises have reached a certain scale.At present,there is little difference in technological capability among enterprises.They mainly rely on the quantity of content and channel resources to obtain the share of knowledge payment market.They generally face the problems of serious content homogenization,low user repurchase rate and low payment conversion rate.How can these knowledge payment platforms avoid the vicious competition of homogeneity and formulate their respective marketing strategies so as to continue to occupy a place in the knowledge payment market? This is a marketing problem that every platform enterprise urgently needs to study and solve.This paper takes the knowledge payment platform of Guangzhou Wanbo Cultural Communication Co.,Ltd.(hereinafter referred to as Wanbo)as the research individual,and carries on the analysis,summary and remodeling in the marketing strategy aspect: First,collects and collates the relevant marketing theories Applicable to this case.Secondly,the external macro environment and industry environment of Wanbo are analyzed,and the opportunities and threats in the market,as well as the advantages and disadvantages of the enterprises are studied.Then,using the form of questionnaire survey,mining the attributes of service users,find out the problems in marketing strategies of enterprises,and analyze the causes of the problems.Thirdly,we use SWOT analysis,SPACE matrix and QSPM matrix to determine the product positioning and marketing strategy of enterprises.Finally,combined with 4C marketing model,from the four aspects of customer,cost,convenience and communication,we redesign the Appropriate marketing strategy for Wanbo,and put forward the safeguard suggestions to implement the strategy in order to achieve the sustainable development of the enterprise.Through the analysis and study of Wanbo as a practical case,this paper tries to solve the main problems of knowledge payment platform in marketing strategy,which has a certain reference value for Wanbo and the same type of knowledge payment platform enterprises in marketing strategy.