Research On The Current Situation And Countermeasures Content Marketing Of Knowledge Payment Platform

Content marketing is a new marketing strategy,however,many brands have published catalogs,magazines and filming activities such as small video,micro-movie content marketing.The network technology have gradually developed,and the development of multimedia platforms promote the upgrade of content marketing.From the beginning of the content marketing appears,its related topic events are increasing day by day.Therefore,it has received widespread public attention.As enterprise ' s practice of content marketing becomes more and more diversified,academic circles pay more attention to the theoretical research of content marketing.In this age of the Internet,content marketing is constantly changing and escalating,and more and more brand marketers are starting to learn the logic of media,and closely carry out marketing activities around the content itself.People's consumption has also become more entertaining and socializing,making it become more and more commonplace to pay for a premium service experience whether in shopping,fashion,dining,entertainment or education.When people's basic material needs are met,the satisfaction of spiritual needs will continue to increase.People want to develop long-term learning habits,in order to enhance and perfect themselves.Knowledge is paid for it.“Get”APP is a knowledge service APP promoted by the Logos thinking team.It was launched at the end of 2015.It is a pioneering knowledge-based payment platform in China.The platform is committed to saving users time and providing users with knowledge content services.The goal is to help users achieve the upgrade of knowledge.The " Get" APP produces and delivers knowledge content to users through subscription columns on the main page of the platform in the form of audio and e-books.Through the teachers in all fields,such as Luo Zhenyu,Li Xiaolai,Li Xiang,etc.,through the platform to organize knowledge,allowing users to quickly understand the knowledge they need."Get" APP books of useful things is also a way of presenting its content.Thinking logic team will remove the useless part of the book and process into a user-friendly content for fast consumption.This paper analyzes and summarizes the current situation and improvement tactics of "Get" APP through participatory observation method,text analytic method and questionnaire survey method,expounding the forming characteristics of its user group and the dissemination strategy of content marketing.By analyzing the "Get"APP subscription columns,teachers,paying for the type of knowledge content,production methods and presentation,we summed up the "Get" APP marketing strategy.At the same time,it points out the problems existing in its explosive growth of paid content,difficult production of content,intellectual rights and pre-payment mode.The author believes that knowledge-based payment should solve the existing problems in the content-based marketing strategy of knowledge-based payment from four aspects:enhancing the quality of platform content,mastering upstream high-quality resources,strengthening the copyright protection of content and changing the subscription mode of products.At the same time,we should also clearly recognize that the domestic research on knowledge-based payment is still focusing on the form of paid-for-money for the moment,and there are relatively few studies related with knowledge-based payment itself,especially for content marketing.Therefore,the systematic study of "Get" APP not only has a certain enlightenment on content marketing mode,but also has academic value.This paper analyzes and interprets the development status of "Get"APP.At the same time,it points out its existing problems and gives some countermeasures.Therefore,it is practical and prospective.