【作者】 姜浩；

【导师】 李东；

【作者基本信息】 东南大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 进入二十一世纪,在互联网浪潮的冲击下,大部分行业的商业模式都被颠覆。中国的知识付费行业发展日益月更,涌现出多种形态各异的知识付费产品。例如,果壳网推出语音问答产品“在行一点”、罗辑思维通过“得到”APP推出年度订阅专栏、知乎推出实时问答产品“知乎Live”、新浪推出“微博问答”以及喜马拉雅推出“好好说话”音频课程等。这些产品均获得爆发性的口碑传播与经济回报,为企业提供了新的盈利增长点。由于知识付费更多依赖于无形的知识与创意,属于轻资产运营模式,不仅吸引更多企业进入该领域,也培育出更多的知识消费者。2020年,中国知识付费用户规模已经增长至4.18亿人,市场规模达到392亿元,预计2021年将达到675亿元。对于知识付费的快速与多样化发展,目前学界对该行业商业模式的研究视角大多聚焦在新闻传播学领域或者行业整体层面,把知识付费作为独立的商业运营逻辑进行个案研究的系统分析较少。在这样的背景下,本文采用案例分析的形式,以“得到”APP这家互联网知识付费平台为例,探讨其商业模式的运营逻辑,希望此研究能为互联网知识付费平台商业模式的发展与创新提供参考借鉴。本文采用商业模式画布工具,对“得到”商业模式的要素和各要素之间的联系进行逐一分析,然后采用SWOT分析法对各要素进行分析并评估整个商业模式,最后得出“得到”整个商业模式的优缺点,以及各个要素的优劣势、存在的威胁、未来的机会。最后,运用蓝海战略中的“价值曲线”及“四项行动架构”对评估结果进行创新设计研究,预测“得到”未来商业模式可能的变革方向。通过对“得到”商业模式及未来创新方向的研究,得出“得到”商业模式的运营逻辑以及未来需应对的变化。笔者对“得到”商业模式的未来发展持乐观态度,并认为其商业模式的变革会对现有的行业格局产生影响,值得进行深入的研究。最后,希望通过这篇研究,能够总结出一些行业内具有共性的创新方式,为“得到”和其他互联网平台创新商业模式提供一些帮助,影响更多的人参与互联网知识付费平台商业模式的创新。更多还原

【Abstract】 In the 21st century,under the impact of the Internet wave,the business models of most industries have been subverted.China’s payment for knowledge industry has developed rapidly,and various forms of payment for knowledge products have emerged.For example,Guokr launched a voice question and answer product "Zaih",Luo Ji Si Wei launched an annual subscription column through the "Get" app,Zhihu launched the real-time question and answer product "Zhihu Live",Sina launched "Weibo Q&A" and Himalaya launched "Speak well" audio lessons and more.These products have achieved explosive word-of-mouth communication and economic returns,providing companies with new profit growth points.Since knowledge payment relies more on intangible knowledge and creativity,it is an assetlight operation model,which not only attracts more companies to enter the field,but also cultivates more knowledge consumers.In 2020,the number of paying knowledge users in China has grown to 418 million,and the market size has reached 39.2 billion yuan,and it is expected to reach 67.5 billion yuan in 2021.Regarding the rapid and diversified development of knowledge payment,most of the current academic research perspectives on the business model of the industry focus on the field of journalism and communication or the overall level of the industry,and there are few systematic analysis of case studies using knowledge payment as an independent business operation logic.In this context,this article adopts the form of case analysis,taking "Get" APP,an Internet knowledge payment platform as an example,to discuss the operation logic of its business model,and hope that this research can provide information and reference for the development and innovation of the Internet knowledge payment platform business model.This article uses the business model canvas tool to analyze the elements of the "Get" business model and the links between each element one by one,and then use the SWOT analysis method to analyze each element and evaluate the entire business model,and finally get the entire business model.The advantages and disadvantages of the model,as well as the advantages and disadvantages of each element,existing threats,and future opportunities.Finally,use the "value curve" and "four action framework" in the blue ocean strategy to carry out innovative design research on the evaluation results,and predict the possible direction of change in the future business model.Through the research on the "Get" business model and future innovation directions,the operational logic of the "Get" business model and the changes that need to be addressed in the future are obtained.The author is optimistic about the future development of the "Get" business model,and believes that the changes in its business model will have a huge impact on the existing industry structure,and it is worthy of in-depth research.Finally,I hope that through this study,we can summarize some common innovation methods in the industry,provide some help for "Get" and other Internet platform innovation business models,and influence more people to participate in the innovation of Internet knowledge payment platform business models.更多还原