| The rapid development of the Internet industry has caused the public’s demand for spiritual and cultural products to enter a surge mode;the booming knowledge-paying industry has now reached the post-competition era.Since 2016,various knowledge community companies have begun to vigorously develop their membership business,the development of membership marketing is in its infancy;moreover,as membership marketing has undergone continuous improvement in the development process and brought huge changes to the revenue structure of the knowledge community industry,the habit of users paying for knowledge has gradually developed.Membership marketing has a certain scale in the knowledge community industry;in 2018,the payment platform represented by Zhihu and Himalaya successively launched Super Membership Day,which pushed the membership marketing of the knowledge community to a climax.In this paper,the status quo and problems of the development of membership in the network knowledge community are analyzed and studied;and through analysis,the optimization scheme is designed.Firstly in this paper,the network knowledge community,the concept of membership,the development process and the future development trend are clarified.Secondly,this paper analyzes the satisfaction of users in the network knowledge community,and then analyzes the problems faced by the network knowledge community membership system.Finally,in this paper,the optimization scheme of the membership development strategy is drawn,and the scheme will be carried out in multiple dimensions to optimize the existing business of community members.In this paper,data from public reports from multiple data platforms are cited to support the research in this paper;and members of major knowledge communities are deeply interviewed to obtain first-hand information to increase the credibility,scientificity and applicability of this paper.The research in this paper is expected to provide a certain reference value for the development of the user membership system of the Chinese knowledge community.The ultimate goal of theoretical research is to return to the real industry and provide better guidance on the actual industry level. |
