With the rapid growth of registered users of Zhihu, the quality of community content has declined. Zhihu is committed to finding a balance between "quality" and "quantity". For this purpose, the author analyzes Zhihu's operating strategy. After Zhihu changed from the most open invitation system to open registration, the number of users increased rapidly. As of January 2019, the number of Zhihu users reached 220 million, the cumulative number of questions exceeded 28 million, and the answers reached 130 million, covering almost all aspects of life. With the increase of users, the quality of Zhihu's content has declined, the community atmosphere has become weak, and core users have frequently left other platforms. Zhihu has begun to show signs
of "posting" from the original "elite" community; the community has grown from small to large, "quality" ” and “quantity” need to find a reasonable balance, let’s analyze Zhihu’s content operation strategy together. 1. Market analysis 1. Background: The phenomenon of information explosion ① The phenomenon of Internet information explosion has led to higher phone number list and higher signal-to-noise ratio of information, valuable information is overwhelmed by a large amount of useless information, and users have to spend a lot of time and energy to select truly valuable information; ②According to the research data of Penguin Think Tank: when more than 77.7% of users obtain information, they will encounter situations where they can’t get started and don’t know how to find it when they are facing the flood of information. It becomes difficult for people to obtain valuable information;
Users are eager to obtain targeted professional knowledge. In order to save time and energy, people tend to be willing to pay for corresponding services. Therefore, platforms that can quickly and effectively help users obtain valuable and high-quality knowledge are increasingly favored by users . 2. Prospects: The Rise of Pay for Knowledge Information explosion brings a lot of discomfort to users, information noise reduction has become a common demand of users, and knowledge payment provides users with a good solution. The scale of knowledge-based users has grown rapidly, and users have gradually developed the consumption habit of paying for knowledge.