Digital Marketing Dilemmas and Counter-Strategies for Knowledge Payment Products from a Consumer Psychology Perspective

随着社会经济和互联网的高速发展，网络信息化深入渗透人们的日常生活。知识付费行业作为新兴领域，凭借内容的多元化和使用的便捷性，丰富人们的精神世界和为日常生活提供便利。然而在知识付费行业迅速发展的背后，也逐渐出现一些不可忽视的问题。本文先概括知识付费行业的发展现状，指出目前存在的用户信任危机、用户粘性低和内容同质化严重等网络营销困境。进一步从认知、情感和社会驱动三个方面分析用户知识付费行为的心理成因，最后为平台运营者和内容创作者提出针对性的网络营销建议，以提升产品的网络营销效果，促进知识付费行业的健康持续发展。本文为提升知识付费产品的营销效果提供理论支持，同时为知识付费行业的高质量发展提供参考和指导。With the rapid development of the social economy and the internet, network informationization has deeply penetrated people’s daily lives. As an emerging field, the knowledge-based payment industry enriches people’s spiritual world and provides daily convenience through diversified content and convenient usage. However, behind the rapid development of the knowledge payment industry, there are some problems that cannot be ignored. This paper first summarizes the current state of the knowledge payment industry, identifying key digital marketing issues such as user trust crisis, low customer retention, and content homogenization. Further, it analyzes the psychological causes of users’ knowledge payment behavior from three aspects of cognition, emotion and social drive. Finally, this article proposes targeted digital marketing strategies for platform operators and content creators, which aim to enhance marketing effectiveness and promote sustainable industry development. This paper provides theoretical support for enhancing the marketing effect of knowledge payment products, and at the same time provides reference and guidance for the high-quality development of the knowledge payment industry.