Research On The Approach To Optimize The Business Model Of Knowledge Payment Platform

Under the background of the rapid development of mobile Internet,the industry of payment for knowledge arises at the historic moment,with a large amount of capital pouring in and the industry exploding.At present,as the core force of the market,the knowledge payment platform guides the content production,operation and even consumer demand.However,relevant researches are still in the primary stage,especially from the perspective of business model,the systematic research on the law and characteristics of its success as well as the general problems and countermeasures of the industry is very scarce.This paper makes a comparative analysis of three typical benchmark enterprises in the industry of knowledge payment platform by means of participation observation,literature analysis and case analysis.In theory,it mainly takes Wei Zhu's six elements business model as the main research framework,and the specific analysis also combines relevant theories such as strategy and marketing.The study summarizes the general success rules of the business model of the knowledge payment platform,and sets a benchmark for the optimization of the business model for most platforms in the industry: accurately locate the pain points of mainstream users' knowledge anxiety,focus on the development of corresponding products,and occupy the market mainly by means of IP drainage.Build a broad value network to steadily create and deliver value,get through the upstream and downstream and derivative industrial chains,and form a win-win business system.IP incubation capacity,big data technology,community operation as the key resources and capabilities.The profit model mainly consists of direct sales of products,advertising fees,membership fees,service fees,live speech fees,surrounding malls,cross-border operations and other multi-mode combination to form a closed loop of income.Reasonable distribution of income,free cash flow,enterprise value can be reflected.All participants in the value network(including capital)gain benefits and the system circulates to form a sustainable business ecology.In the research,this paper focuses on the common problems in the current industry represented by benchmarking enterprises: the quality and quantity of product content causes the disorder of the industry development order,and the poor service experience causes the low product opening rate,low repurchase rate and low user stickiness.The two problems were divided into eight specific reasons corresponding to the dynamicsystem of Wei Zhu's six-factor model.The direction and key points of business model optimization were defined.The optimization strategies and measures were formulated from the perspective of user experience innovatively and combined with strategies,marketing,long tail and other related theories.It is proposed to take user experience as a foothold and achieve collaborative breakthroughs from three aspects of business model positioning,business system,key resources and capabilities to achieve optimization results.At the level of positioning,users can improve their branding and professional experience through niche countermeasures.At the business system level,the platform governance mechanism,production mechanism,service mechanism and cooperation mechanism should be improved to enhance user standardization,branding,specialization,personalization and practical experience.At the level of key resources and capabilities,strengthening community maintenance to enhance users' social emotional experience,IP incubation and big data are the basis for positioning and business system optimization.The choice of countermeasures can be used in combination according to the strength,position,problem focus and other factors of the enterprise.There are 24 figures,7 tables and 76 references in this paper.