知识付费时代新派书院运营策略研究

Abstract

This article aims to study the operational strategies of New Age Academy in the era of knowledge payment, in order to provide some reference for expanding New Age Academy’s knowledge payment business. The article integrates the theory of experiential value and ECM-ISC, constructs a model of user continuous usage intention for New Age Academy’s knowledge payment platform, conducts empirical analysis to explore the mechanism of the demand customers for its “continuity” effect. The decline of interest in new content among knowledge payment users has led to a decline in overall revenuein the field of knowledge payment. In the “recovery period” of knowledge sharing in 2020, New Age Academy entered the knowledge payment field, inevitably encountering some development challenges and opportunities, so it’s of practical significance to explore the mechanism of knowledge payment and operational strategies. New Age Academy’s knowledge payment service should be operated with a community-centric marketing model. In order to better promote New Age Academy’s operational strategies, suggestions are proposed. First, continueto output high-quality self-media content during the brand building stage. Secondly, establish a paid member community during the community building stage. Finally, increase community activity operation during the community development stage.