In the information age, knowledge has become one of the important factors that determine human production and survival. Consumers are willing to contribute knowledge. With the transformation of China's consumption structure from survival to development, consumers have gradually developed the habit of paying for knowledge.
According to the data of Wairui 20 18 "China Online Knowledge Payment Market Research Report". Com, the scale of knowledge paid industry in the Middle Ages was about 4.9 billion yuan in 20 17, and it will reach 23.5 billion yuan in 2020 under the comprehensive effect of talents, duration and pricing.
The field of knowledge payment has exploded, and many companies are laying out. For example, the paid column of 20 18 cooperating with today's headlines officially entered the field of knowledge payment.
The company is also laying out the field of knowledge payment. I plan to make an independent knowledge payment platform product, similar to Get, Knowledge Planet and so on. Therefore, leaders hope to investigate at least three heavy users who subscribe to knowledge payment and organize them into reports to provide decision-making basis for the company to lay out the field of knowledge payment.
2. Purpose of investigation
Because the company wants to lay out the field of knowledge payment, there is no actual product, which belongs to the purpose of exploration. Through the investigation of more than three heavy users who pay for subscription knowledge, we summarize and abstract the user's behavior characteristics, users' real demands, user scenarios and use processes from the representative core users, and then find opportunities and solutions based on the actual situation of the company: how to cut in? Where to cut in? What is the functional design and process of the follow-up products? Find the core basis.
Secondly, select the target user.
Since the first year of 20 16 knowledge payment, many knowledge payment platforms have also risen and achieved good results. According to the latest statistics of Ai Media Consulting, the knowledge payment platform can be subdivided into eight platform industries with different uses, such as knowledge e-commerce, community live broadcast, social question and answer, and lecture courses, as shown in the following figure:
Users who pay for knowledge belong to the research scope of our company. Based on the company's exploration purpose, through on-the-spot investigation, find out the core complaints and entry points of users and get a deeper understanding. However, due to geographical and time constraints, we take the form of online question and answer. Because the users of each platform overlap with each other and are not exactly the same. Based on the similarity between the company's product positioning and the knowledge planet, the user portrait of the knowledge planet was formed through online search data, and a user survey was formed in the form of a triple user survey.
1, geographical distribution (province, region, city)
The area is divided into three dimensions:
Cities are concentrated in the first-tier cities in the north, Guangzhou and Shenzhen, and there are also second-tier cities with relatively popular Internet, such as Hangzhou, Chengdu, Wuhan, Nanjing and Zhengzhou. Accounting for more than 80%.
It can be roughly inferred from the provinces: Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu, Sichuan, Hubei, Shandong and Fujian.
In addition, East China, North China, Central China, South China and Southwest China are also divided.
Cause analysis: These cities have developed economies, smooth knowledge, many large enterprises and entrepreneurial enterprises, and a large proportion of middle and high-end consumer groups, which makes users in this area have higher requirements for themselves and higher acceptance of knowledge payment. In addition, in recent years, the national and even global economic environment is not good, a large number of enterprises have closed down, entrepreneurial enterprises have decreased, large enterprises have tightened their pockets, and the requirements for personal abilities are getting higher and higher. Therefore, the regional distribution characteristics of users are related to regional economic capacity and cultural development level.
2. Age and gender distribution
From the age point of view, it is mainly concentrated in the age of 20-29, accounting for 68.46%, and the age of 30-39 is the second echelon, accounting for 2 1.32%, that is, the post-90 s is the main one, supplemented by the post-80 s, accounting for nearly 90%.
In terms of gender, men account for 73.6%. Men bear the burden of family and have a strong sense of crisis.
Cause analysis: The post-80s generation has become the backbone of the current workplace, and most of them belong to middle-class consumer groups with certain spending power. They are in the rising stage of their careers and need to improve themselves. Now, the post-80s generation has changed from the former backbone to some important positions in the company, which have basically been finalized, but there are also many ambitious people with a high thirst for knowledge. They have the financial ability to pay for knowledge.
3. Spending power
From the perspective of consumption power, the user groups are concentrated in the middle and high consumption groups, accounting for about 65%.
4. Behavior analysis
Through the analysis of Baidu's demand map for knowledge planet, we can see that the user's behavior of using knowledge planet is based on the following purposes:
(1) Self-improvement: At work, if you have a general understanding, you can't generalize. In fact, every day's work is repetitive, and your ability to improve is limited. Paying to enter a planet of interest can help you study systematically, improve your personal skills and gain more professional knowledge related to your work.
(2) Realizing ability output: Creating a planet and spreading your own knowledge system will not only help to sort out your own knowledge structure, but also benefit others.
(3) Interest: I have a preference for a specific field, and I am eager to acquire more knowledge about this field and get more fun;
(4) Answering questions at work: If you encounter problems at work and don't understand the tasks assigned by the leaders, it's not easy to ask the leaders, nor do colleagues who are happy during the New Year, so you can point out the maze through experts from related planets;
(5) Socialization: Make more like-minded friends and expand the interpersonal circle through the knowledge planet.
5. Interest payment
For the post-90 s-based user groups, compared with the post-80 s, even post-70 s and earlier groups, their talents and interests are very extensive.
6. Analysis of psychological characteristics
Through the above information analysis, we know that the users of the knowledge planet are mainly first-tier cities and second-tier cities with medium and high consumption capacity such as the post-80 s and post-90 s;
(1) People in first-and second-tier cities are under great competitive pressure, so they should take the initiative to improve. The competition and life pace in third-tier cities are very slow;
(2) The user's age is a good opportunity to play in the workplace;
(3) The downturn in the overall environment has made enterprises more cautious in spending money, demanding higher and higher capabilities, and the wage level has not changed.
(4) The local economy is developed, and the ability requirements for professionals are also high, which puts higher demands on professionals, exerting pressure invisibly, making professionals feel anxious. It is urgent to strengthen the supply of knowledge, enhance their professional ability, make themselves more competitive, and achieve the purpose of appreciation and salary increase.
Through the analysis of the above six aspects, the user portrait is obtained.
Basic attributes: the age is mainly 20-29 years old, followed by 30-39 years old, mostly male, mainly after 90, supplemented by 80, concentrated in first-and second-tier cities;
Social relations: There are many professionals, some of whom are purely interested. Most of the post-90 s are single, and their demands for self-improvement are obvious. Most of them have families and children after 80s, and they have strong demands for supporting their families.
Consumption ability: medium and high consumption, willing to pay for knowledge;
Behavioral characteristics: I hope to answer my work questions by joining the planet, so that I can have the idea and ability to solve problems; I hope I can learn something systematically and improve myself by joining the planet. I hope to achieve promotion and salary increase through the above ability improvement;
Psychological characteristics: competitive pressure, need more money to support their families, just want to achieve something.
Choose matching according to the actual situation of users: whether time is allowed, whether the location is suitable, and whether you are interested in research. Because the users are three or more heavy users, they are required to use the product frequently. Therefore, it should be defined from the depth of their use of products, and selected from their service life, frequency of use and login time. The conditions are as follows:
(1) has used the knowledge planet for more than 1 year;
(2) Use the knowledge planet to study more than 5 times a week;
(3) The online learning time per week using the knowledge planet platform shall not be less than 14 hours;
According to the user's portrait, screening conditions and the actual situation of users, users who meet the requirements of this survey should have the following characteristics: 20-39 years old, first-and second-tier cities, medium and high consumption capacity, frequent use of online knowledge paid products for self-improvement and work confusion.
Through the above analysis, the invitation was issued in a circle of friends and asked by a single user, the target users were selected by confirming the matching degree of screening conditions, and the survey contents were initially communicated to inform the purpose of the survey, and finally three users who paid more for knowledge were determined as the targets of this survey. The basic situation is as follows:
Mr. Yan:
26-year-old, male, product manager, college degree, working in Beijing for 2 years, with a monthly salary of 1 1K, using the knowledge planet APP 1 year, and currently studying in a product planet of knowledge planet.
Miss Wang:
29-year-old, female, UI, undergraduate, working in Shenzhen for 4 years, with a monthly salary of 16K, using the knowledge planet APP2, and currently studying in a UI planet of the knowledge planet.
Mr. Chen:
33-year-old, male, bachelor degree, vice president, working in Beijing 10 years, with a monthly salary of 30K. He used APP 1 year and is currently studying in the knowledge planet, a company-managed planet.
Third, analyze the user problem.
Problems that users may encounter before paying for knowledge:
(1) I want to improve myself, but I don't know where to start, how to find a suitable course and build my own knowledge system.
(2) Whether the purchased courses are of great help to your work, and whether it is the teaching of knowledge theory;
(3) How to judge whether you are suitable for this course;
(4) Can you audition, so as to judge whether such a course is suitable for you.
(5) Sometimes courses are expensive, which is also a big investment for yourself.
(6) I want to improve myself, but sometimes I am lazy and let myself go.
solution
(1) well reflects the content and outline of the course. According to the investigation of professionals, set up courses in a targeted manner, and introduce the people who are suitable for the courses according to the working years, post level and ability requirements;
(2) Set a large number of cases and exercises in the course. After all, reading thousands of books is better than taking Wan Li Road; Strictly control the content, improve the quality of paid products and create excellent courses;
(3) Put a short audition class with a fixed time in the curriculum system, so that users can seize the time to audition;
(4) Providing installment payment mechanism to help users relieve certain pressure;
(5) Implement class management and teaching assistant system: divide students who study the same content into several groups, each group has a head teacher, and assign a certain number of teaching assistants to each group according to the number of students. The teaching assistants of this group divide the students into several groups. The class teacher is responsible for the rules, systems and homework exercises in the group, and the teaching assistant is responsible for creating an atmosphere and tutoring homework; The school counselor/class teacher system has been used.
Fourth, prepare the research content.
Research question setting for heavy users of knowledge payment
Research content:
1. How long have you worked? When did you start paying for knowledge?
2. What are the main knowledge payment platforms currently used, and which platforms are heavy users of knowledge payment? Why did you choose these platforms?
3. What are the main areas for purchasing knowledge-paid products? Does the current expenditure in the field of knowledge payment have certain economic pressure on you? If the installment recharge function is introduced, are you welcome?
4. How often do you buy paid products? How much do you spend on it every year? What is the estimated annual expenditure you are willing to pay? What is the acceptable price range of one-time payment products?
5. What is the starting point of buying knowledge-based paid products? (Multiple selections are allowed)
A. Work needs, learn professional knowledge related to work, improve professional ability and enhance self-competitiveness.
What are your interests? Learn more about your interests.
C self-improvement, making full use of fragmentation time, strengthening knowledge supply, broadening knowledge field and self-charging.
D. Answer questions, deal with human/social emotions, and develop logical thinking ability.
E. social needs, find more like-minded friends, learn from each other, and expand the interpersonal circle.
F. Others, we will further ask specific factors to supplement the options.
6. What are the factors that affect your decision to buy paid products?
A. Professionalism, such as the qualifications of lecturers, systematization of curriculum system
B. Satisfaction with the audition course
C. price
D. Recommendations and compliments from others
E. Other specific factors will be further questioned.
7. In your opinion, what kind of paid products are worth the money? What should you expect from the knowledge payment platform?
Requirements?
8. Does the knowledge-paid product currently purchased meet your expectations? When you buy paid products, are there any grades?
For example, according to your current learning stage, is there a division of primary, intermediate and advanced learning stages?
9. Did you encounter anything that affected your experience when you used the knowledge-paid products? (for example, I can't find what I need, I push too much information, and so on. ), what behaviors of the platform are unbearable?
10. In the currently used knowledge payment platform, do you want to add or optimize the content on the platform?
1 1. When you search for what you want to learn, do you ever find the content? What will you do at this time? If the platform adds feedback to this content, are you willing to give feedback in order to enrich the content of the platform?
Basic information:
1. Your age:? year
2. What is your city?
3. Your income range:.
A.0-5000 yuan? B.5000- 10000 yuan C. 10000- 15000 yuan D. 15000 yuan or more.
Verb (abbreviation of verb) field test
The survey adopted the way of online communication. First, I made a brief greeting, asked about my recent life and work, and learned the matching degree between the recent background information and the user's portrait, and kept it by using IM communication tools. As it is an online survey, I only ask questions, and then ask them one by one, as follows:
6. Summary of typical characteristics of heavy users who pay for knowledge.
1. Basic information
(1) Geographically, user groups are concentrated in first-tier cities and second-tier cities, and the proportion of people in other cities is on the rise.
(2) In terms of age, the users of Knowledge Planet are mainly aged from 20 to 29, that is, after 90, accounting for nearly 70%; The age group is 30-29 times, that is, after 80, accounting for 21%; Together, the two account for nearly 90%;
(3) From the perspective of gender, the users of Knowledge Planet are mostly men, and the ratio of male to female is about 3:1;
(4) In terms of education, most users have college education or above, and have the need for continuous learning;
2. Social relations
Most of them are professionals, based on the needs of job promotion, self-improvement and hobbies.
3. Spending power
The consumption power of user groups is concentrated in the middle and high end, and the monthly income level is between 654.38+0,000-30,000. Users with low consumption power also account for a certain proportion and are willing to pay for learning.
When planning, we will plan the money paid for knowledge, which requires high self-improvement. We will be willing to spend more money if the course specialty, content quality and course effect are well controlled.
4. Behavior characteristics
(1) Pay close attention to the industry information or areas of interest in the field of work, subscribe to the official WeChat account and the relevant information of today's headlines, and have the habit of reading every day;
(2) Paying for knowledge has become a habit in daily life, and a budget will be reserved for it. You have used the knowledge payment platform for more than one year, logged in more than five times a week, and the study time per week is not less than 14 hours;
(3) High autonomy in learning. I will take the initiative to learn with fragmented behavior, and I will have a clear plan for myself. I will always pay attention to the latest learning opportunities and recharge myself as planned. Pay attention to the effectiveness of learning, pay attention to the combination of theory and practice, and have higher requirements for applying what they have learned;
(4)? Clear purpose, demand first. If the existing platform can't meet the demand, we will consider other platforms and won't rely too much on one platform.
5. Psychological characteristics
(1) I have ideas, and I am not willing to be mediocre. I hope to get out of my own scenery;
(2) eager to be affirmed and recognized, eager for progress and self-affirmation, unwilling to lag behind;
(3) planning, planning the improvement of life, study and ability, so that you are in a strong competitive position and irreplaceable, and hope to make good achievements in your work;
(4) Strong sense of time and urgency, emphasis on efficiency and effectiveness, pursuit of cost performance, value for money, emphasis on experience, low tolerance for time-wasting behavior.
Seven. final report
typical characteristic
Users' demand for knowledge paid products is various, mainly based on personal ability improvement and answering questions at work. In addition, their interests, socialization and doubts are all incentives for them to pay for knowledge.
In first-and second-tier cities, the post-90s generation is the main generation, supplemented by the post-80s generation, and most of them are men, with a certain economic foundation and a medium or high consumption level. They are willing to pay for knowledge for their promotion, work needs and hobbies.
Reasonable suggestion
Course quality is the most important. If the platform cannot meet the needs of users, the course will not be considered. Therefore, the professionalism, diversity and richness of platform content should be controlled by the platform.
Satisfaction, price, recommendation and praise from others are the key factors that affect users' decision whether to buy or not. There should be a certain amount of gold in setting up the audition course, and a phased process should be designed for the cost, so that excellent students can evaluate and show the course.
In terms of time, users are highly motivated and will find time to study in various times.
Heavy users are willing to know about paid products, and they will buy them as long as they meet their needs.
Considering the cumulative learning expenses of paying users, it will cause certain pressure on users, and staging will be a bright spot for users, and users can choose whether to stage.
Users hope that there is a promotion mechanism for training, directors and class teachers of similar schools to manage and promote students' learning, and combine a large number of examples and theoretical summaries to make the course more interesting.