基于用户黏性数字化阅读奖励机制的发展策略——以起点中文与QQ阅读为例

The Development Strategy of Digital Reading Reward Mechanism Based on User Stickiness——The Cases of Qidian Chinese and QQ Reading

伴随数字化媒体的发展与普及,数字化阅读连续9年呈现递增趋势,起点中文与QQ阅读作为PC端和移动端的领头羊,在扩大用户规模、增强用户黏性、提高阅读素养等方面发挥了积极作用。文章重点解读二者在阅读时长兑书券、身份认同、会员制、收费制领域的奖励机制,并以此为基础提出积极的数字化阅读奖励机制发展策略,内容涵盖培养新用户阅读习惯、以价值认同巩固身份共同体、根据忠诚度分级设置会员类型,使得集信息、知识、兴趣、社交、价值观等为一体的数字阅读空间成为生活空间的有益构成部分。

With the development and popularity of digital media,digital reading has shown an increasing trend for 9 consecutive years.Qidian Chinese and QQ Reading,as the leaders of PC and mobile reading,plays a positive role in expanding user scale,enhancing user stickiness and improving reading literacy.The article focuses on interpreting the reward mechanism in the field of reading time stamps,identity,membership,and fee system,and based on this,proposes a positive digital reading reward mechanism development strategy,which covers the cultivation of new users’reading habits,identity community consolidated by value Identification,and the membership type based on loyalty rating,which makes the digital reading space integrating information,knowledge,interest,social,and values into a useful component of living space.