| Since the development of knowledge payment in 2016,the form and platform of knowledge payment have been constantly innovating,and the community,as an important traffic entrance and consumption scenario of knowledge payment products,has also attracted much attention.From July to November 2021,the author worked as a community operation intern in the content department of Beijing Net Ease Company,mainly responsible for the community operation of the 10 th and 14 th phases of "Net Ease Mr.Xiao’s Financial Training Camp".This paper takes the community that the author is personally responsible for during the internship as the research object to analyze its operation mode.First of all,this paper summarizes the current era background and market development trend from three aspects: the current network technology environment,the scale of social users and the development status of knowledge payment.Secondly,this paper reviews the academic research on "community","community operation","community economy" and "community refinement operation",and defines the key concepts in this paper.Furthermore,this paper analyzes the structure of the community from the aspects of community users and content,communication channels and forms,and then focuses on the specific measures of the refined operation of the community from the four steps of community operation,namely,drainage,promotion,retention and transformation;In the fourth chapter,the problems existing in the refined operation of the community are put forward;Finally,this paper gives targeted solutions from the content,users,profit path and other aspects.Using scientific research methods such as literature research,case analysis and participatory observation,this paper makes an in-depth study on the community refinement operation mode of "Netease Mr.Xiao’s financial management training camp",hoping to be helpful to the community operation of similar products. |
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