知識付費服務之創新商業模式研析

Abstract

有鑑於「得到」App、「知乎Live」、「喜馬拉雅FM」與「Hahow 好學校」線上募資課程平臺等來自中國與臺灣的知識付費服務，已成為華人攝取知識與資訊內容的重要管道，本研究希冀發展出一套可適用於新經濟時代的知識服務開發框架，並分析如何以嶄新的商業模式創造營收。 為了打造由知識消費者、知識生產者與知識平臺三方所構建的生態系，本研究分析了現有知識付費服務的現況與營收模式的發展歷程。透過商業模式圖，本研究分析知識付費服務之商業模式的設計和演進過程，並援引知識商業畫布的演繹，以確定知識消費者所關心的價值主張，知識生產者缺乏哪些資源，以及知識平臺在商業模式的設計與營運中所遭遇的瓶頸。 因此，本研究旨在勾勒一幅產品藍圖，可據此開發出集商業模式和開放式創新思維於一體的知識平臺。

In view of some pay-for-knowledge services (such like as Igetget App, Zhihu Live, Ximalaya FM and Hahow), it has become an important conduit for Chinese people to ingest knowledge and valuable content. This study attempts to create a framework for developing knowledge services in the new economy and investigate the new business model for creating revenues. To develop an ecosystem for knowledge consumers, knowledge producers and knowledge platform, this study analyzed to the current situation and the development process of the revenue model. With business model canvas, this study analyzed the design and process of the model and performed knowledge business canvas to identify what the value propositions the customer cared, what resources were lacking, what the weaknesses in the design and operation of the business model were. Therefore, this study aims to sketch a roadmap for developing a knowledge platform which integrates the business model and open innovation thinking.