Research On The Online Knowledge Payment Platform Operation Strategy Of "Qianliao"

As a hot issue in the capital market in recent years,"knowledge payment" has attracted a lot of attention from capital,enterprises and users.Knowledge payment is a new form of business,which comes into being with the vigorous development of sharing economy,knowledge economy and other new economic forms.The upgrading of consumption,the thirst for high-quality information,the cultivation of users' payment habits and the maturity of online payment technology have promoted the vigorous development of knowledge payment industry.Different platforms are taking market share of knowledge payment through different positioning strategies and means.Different from "Himalayan FM","Dedao" or other leading platforms,"Qianliao" has won the favor of capital and users due to its unique development path.This article takes “Qianliao” as the research object,taking the literature research method,case analysis method and data analysis method as the main research method to analyzing the content operation strategy,user operation strategy and channel operation strategy.Aiming at the problems existing in the operation of "Qianliao",the article put forward the optimization advice in order to provide reference for platform of knowledge payment.In terms of content operation strategy,"Qianliao" provides practical content of life for the middle-class women and adopts the strategy of creating top quality products and supporting long-tail content."Qianliao" makes use of the "internet celebrity" effect of head knowledge products to attract users' attention.Meanwhile,it excavates the long-tail field to meet the diversified needs of users of different types and levels.In terms of user operation strategy,according to the different characteristics of users at both ends of the supply and demand of knowledge payment,the corresponding operation strategy is developed.The platform constructs the user ecology of content production side by centering on the demand for realization,and constructs the user ecology of content consumption side by integrating social content.In terms of channel operation strategy,"Qianliao" combined with "WeChat" application scenarios to improve content distribution efficiency and expand platform influence,with the help of "WeChat" flow bonus.At the same time,the "knowledge market" and "coral plan" are launched.The platform resources are combined to create its own network distribution channels to enhance the overall channel strength of the platform and thecore competitiveness of the platform through multiple means of operation.Based on the diversified operation strategies of "Qianliao",in order to realize the sustainable development,the article proposes the platform to build a platform-based diversified vertical content system to improve the content advantage.The platform and the content provider should work together to create a symbiotic system and the platform should establish interactive service mechanism oriented by users to enhance user stickiness through deep operation.Besides,the platform should create a three-dimensional distribution channel system to strengthen the own network distribution channel system.