Research On Strategies Of Knowledge Payment Platform Enterprise Keep To Improve User Stickiness

The rapid development of the association makes the scale of knowledge-oriented users continue to expand,the public pay more and more attention to the breadth and depth of their knowledge,and the recognition and acceptance of the knowledge payment industry continue to rise.The market scale of the industry continues to accelerate expansion,the platform operation mode gradually matures,the content forms continue to enrich,and the knowledge payment industry has obtained the flow dividend.At the same time,national fitness has become a national strategy,and relevant departments of the central and local governments have introduced a number of policies to encourage the high-level development of national fitness.With the popularity of the Internet and the digital development of the fitness industry,the online fitness market in China has been growing rapidly.After the outbreak of COVID-19,people’s travel was restricted and many industries across the country were affected to varying degrees.However,the users of Keep,a knowledge payment platform,surged at this time.However,after the popularity,the users did not retain well.Users are the core of enterprise development,improving retention rate and promoting user activity is the key issue of platform market competition.Therefore,how to improve user stickiness is an urgent problem for Keep.There are a lot of studies on the stickiness of knowledge paying users in the academic circle,most of which focus on comprehensive knowledge paying platforms and mental learning vertical platforms,with few cases in the field of digital fitness like Keep App.In this context,this paper sorted out the previous research on knowledge payment,Internet +fitness and user stickiness,combined with community economy theory,the long tail theory,expectation confirmation theory,through literature research,questionnaire,in-depth interview to explore the platform.By analyzing the current situation of enterprises and users,the problems of user stickiness of the platform are summarized from the aspects of content,system,service and price.(1)System: data records lack accuracy and user data privacy is weak.(2)Content: obvious homogeneity,low expectation of user confirmation;Lack of interest,not mobilize the enthusiasm of users.(3)Services: There is a large diversity of individuals in the social sector;Social network has not been formed.(4)Price: payment habit has not been formed,and the platform is competing with other platforms.Unreasonable pricing mechanism and poor user experience restrict the improvement of user engagement.Based on the previous analysis of the problem of keep user stickness of knowledge payment platform,corresponding optimization strategies are proposed.(1)System: to enhance the system ease of use and protect user privacy.(2)Content: improve the richness of content production;Meet the personalized needs of different users;Gamification enhances the fun of the platform.(3)Services;Fine management of the social sector to create a community economy.(4)Price: reduce user perceived cost and differentiated pricing.At the same time,it provides guarantee for the implementation of user stickiness optimization strategy from the aspects of talent,technology and enterprise culture.