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论文编号：	13995
作者编号：	2120213375
上传时间：	2023/6/7 14:47:36
中文题目：	知识付费平台“得到”APP用户运营策略优化研究
英文题目：	Research on the Optimization of User Operation Strategy of Knowledge Payment Platform ''DEDAO'' APP
指导老师：	张建勇
中文关键字：	互联网平台；知识付费；“得到”APP；用户运营
英文关键字：	Internet platform；knowledge payment；''DEDAO'' APP；user operation
中文摘要：	互联网行业的极速发展与不断迭代推动着各个行业的巨大变革，行业界限被打破，行业融合加强，新兴业态顺势涌现。随着媒体、内容出版与教育这三个领域的融合，知识付费行业从萌芽到普及再到向纵深演进。同时，中国居民人均可支配收入不断增加，消费结构从生存型向发展型转变，公众消费观念、时间观念、效率观念逐渐转变，人们在精神和职业发展方面的需求不断提升，对于知识储备的焦虑加剧，因此产生了较为强烈的知识付费意愿。2016年被称为国内“知识付费元年”，从2016年至2022年，知识付费行业的用户规模呈几何数增长，一个新兴行业在短短几年间迅速走向成熟。 本文研究的重点工作主要有以下几个方面：一是通过用户运营、核心资源等相关理论分析知识付费平台“得到”APP现阶段所采取的用户运营策略。二是基于用户访谈与用户问卷调查，梳理与分析“得到”APP目前在用户运营方面所存在的问题。三是根据当前知识付费行业的发展趋势与“得到”APP的自身优势，优化当前其用户运营策略，以助其进一步优化和完善自身的用户运营体系。本文旨在深入了解知识付费平台，以“得到”APP为研究分析案例，深度剖析其用户运营策略，优化其用户运营体系。同时本文亦为知识付费平台的发展以及更好的开展用户运营工作提供理论依据。
英文摘要：	The Internet industry, due to the rapid development and continuous upgrading of itself, has promoted the great reform of other various industries. Industry boundaries have been broken, industry integration has been strengthened, and new business forms have emerged along the trend. With the integration of media, content publishing and education, the knowledge payment industry has evolved from germination to popularization and then to depth. At the same time, the per capita disposable income of Chinese residents is rising. The consumption structure is changing from survival type to development type. In addition, the public consumption concept, time concept and efficiency concept are gradually changing. More and more people are constantly increasing their demand for spiritual and career development and even the anxiety about knowledge reserve as a result, they have gradually generated a relatively strong willingness to knowledge payment. It is known as the "first year of knowledge payment" in China in 2016. From 2016 to 2022, the user scale of knowledge payment industry shows a geometric growth, and an emerging industry rapidly becomes mature in just a few years. The critical task of this thesis mainly includes the following aspects: Firstly, analyze the user operation strategy adopted in the knowledge payment platform 'DEDAO' at present with user operation theory, VIOR pattern and other relevant theories. Secondly, sort out and analyze the existing problems of the APP in user operation based on user interviews and questionnaires. Thirdly, according to the development trend of the current knowledge payment industry and the advantages of the APP, the current user operation strategy is optimized to perfect and upgrade its own user operation system. This thesis is designed to get an insight into the knowledge payment platform, taking 'DEDAO' APP as a case study to analyze its user operation strategy and optimize its user operation system. At the same time, the study is served as theoretical foundation for the development of knowledge payment platform and better user operation.
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