Research On The Operation Strategy Of Knowledge Payment Platform Based On The Ritual View Of Communication

With the renewal and iteration of Internet users and the gradual popularization of quality education in China,the cultural literacy of Internet users is improving day by day,and people’s continuous learning willingness is improving.With the help of the profound influence of the Internet,the emerging knowledge payment platform has entered the vision of netizens,integrating educational resources,publishing resources and Internet technology,and began to fill the gap of people’s network knowledge consumption.The knowledge payment industry has developed rapidly.After the initial rapid growth,the whole knowledge payment market is gradually facing the problems of market consolidation and adjustment,user maintenance and long-term development of the platform.In the mobile Internet environment,the integration of communication,marketing and operation has become the normal operation and management of knowledge payment platform.In this study,we selected Iget,Fandeng Reading and Zhihu University as the main research objects.Adopted the methods of literature research,case analysis,participatory observation,investigation and interview.Based on the ritual view of communication,analyzes the operation strategy of knowledge payment platform.Studies how to attract active users,better realize the maintenance and retention of users,and promote the long-term development of knowledge payment platform,and condenses the new characteristics of communication ritual in the process of knowledge payment operation.Tests and enriches the theoretical connotation of the ritual view of communication,and at the same time,it provides optimization suggestions for the sustainable development of the knowledge payment industry.This study is mainly divided into five parts: The first part discusses the research background,purpose and significance,analyzes the research status at home and abroad,and defines the relevant theoretical concepts.The second part introduces the development background of knowledge payment,summarizes the basic situation of its various stages of development,and clarifies the development status of the knowledge payment market head platform.The third part,under the guidance of the ritual view of Communication,analyzes the development status of knowledge payment market head platform Content operation,Analyze the mainstream operating strategies of paymentknowledge apps from the three perspectives of content operation,event operation,and user operation,focusing on refining and analyzing their common strategies.The fourth part uses the ritual view of Communication to analyze and summarize the experience of operation strategies of knowledge payment platforms: paying attention to the main position of participants,highlighting the cultural attributes of the platform,and persisting in cultivating and maintaining users with time.At the same time,it finds the problems of content convergence,limited communication,over reliance on the platform head author in the operation process.The fifth part refines the ritual characteristics of knowledge payment platform operation--sharing,interaction,symbiosis,in order to attract active users,build a common cultural space,so as to better achieve the maintenance and retention of users.On this basis,the paper gives the operation optimization suggestions of knowledge payment platform,in order to provide inspiration and reference for the sustainable development of knowledge payment industry.