中國互聯網知識付費產業商業模式分析與設計

Abstract

隨著移動互聯網時代的到來，中國共享經濟日益發展，其中知識共享作為中國式共享經濟的重要代表，發展最為迅速。在2016年，中國知識共享已經跨入“知識付費”階段。究竟什麼是“知識付費”，它的核心價值是什麼，“知識付費”有怎樣的發展問題和趨勢，在何種領域會有更加具體的體現。 文章選取了知乎、得到、分答（在行一點）和喜馬拉雅FM四個中國目前最受矚目的知識付費平台進行比較分析，由此推測出中國知識付費平台存在的種種問題。並在比較中發現該產業的發展趨勢。 基於專業化和垂直化細分市場在知識付費領域將會崛起的想法，筆者選取了中國互聯網留學行業作為切入點，具體探討了互聯網留學行業的商業模式及弊端，挖掘了該行業與知識付費相結合的商業可能性。 以此作為依據，設計了一款服務於中國赴美攻讀MBA學位的申請人, 北美MBA項目組和企業單位多方的互聯網產品雛型。筆者著墨於該產品的商業模式和背後的運作邏輯，並對產品日後形成完整生態體系提出自己的設想，希望能對相關從業者有一定啟發，也為自己日後投身互聯網事業做鋪墊。

With the advent of the mobile Internet era, China’s sharing economy has been growing. Knowledge Sharing, as an important representative of the Chinese type of sharing economy, has developed most rapidly. In 2016, China’s knowledge sharing industry has entered the “knowledge payment” stage. What exactly is 'knowledge payment', what is its core value, and what kind of development problems and trends of 'knowledge payment', in which areas there will be more concrete manifestations. The article selects and compares the most popular knowledgeable payment platforms in China, Zhihu, Zaihang, Fenda, and Himalayan FM, and infers the various problems existing in China's knowledge platform. And trying to find the development trend of the industry. Based on the idea that specialization and vertical platforms will blossom in the field of knowledge payment, the author selected China's Internet study industry as an entry point, specifically discussed the business model and drawbacks of the Internet oversea education industry, and tapped the business possibilities of combining the industry with the knowledge payment. Using this as a basis, we designed a service for Chinese applicants to study for an MBA degree in the United States, North American MBA project teams and business units for multiple Internet product prototypes. The author focuses on the business model of the product and the operating logic behind it, and proposes her own ideas for the product to form a complete ecological system in the future. She hopes to have some inspiration for the relevant practitioners, and also pave the way for herself to join the Internet industry in the future.