| 非授权分享、定价分歧与知识付费平台运营策略 |
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| 引用本文： | 刘征驰,黄雅文,马滔. 非授权分享、定价分歧与知识付费平台运营策略[J]. 中国管理科学, 2021, 29(3): 168-175. DOI: 10.16381/j.cnki.issn1003-207x.2018.0950 |
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| 作者姓名： | 刘征驰 黄雅文 马滔 |
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| 作者单位： | 湖南大学经济与贸易学院, 湖南 长沙 410079 |
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| 基金项目： | 国家自然科学基金资助项目（72071073，71771081）；湖南省自然科学基金资助项（2020JJ4226） |
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| 摘 要： | 在崇尚“免费思维”的互联网时代，非授权分享已成为制约知识提供者持续输出优质内容的关键因素。而在“内容为王”的现实约束下，知识提供者的利益诉求位列知识付费平台的优先考虑级。本文基于知识付费参与人特性构建知识付费市场模型，通过分析知识提供者和平台的定价策略及利益分歧，探讨了非授权分享环境下知识付费平台的运营策略。本文研究发现：①当“道德消费者”和“普通消费者”共存于市场时，知识提供者可依据其产品市场信心分别采取“低价策略”和“高价策略”，而知识付费平台也将对此做出最优反应；②无论知识提供者采取何种定价策略，平台与知识提供者之间总存在一致的定价分歧（利益冲突）；③知识付费平台可通过优化“补贴和发现成本”、“佣金和流量收益”等运营参数弥合定价分歧，谋求与知识提供者建立长期互惠合作关系。本文研究为方兴未艾的知识付费产业发展提供了微观层面的理论支撑。
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| 关 键 词： | 知识付费 非授权分享 定价分歧 平台定价 运营策略 |
| 收稿时间： | 2018-07-05 |
| 修稿时间： | 2018-11-02 |
Unauthorized Sharing,Pricing Divergence and Operation Strategy for Knowledge Payment Platform |
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| LIU Zheng-chi,HUANG Ya-wen,MA Tao. Unauthorized Sharing,Pricing Divergence and Operation Strategy for Knowledge Payment Platform[J]. Chinese Journal of Management Science, 2021, 29(3): 168-175. DOI: 10.16381/j.cnki.issn1003-207x.2018.0950 |
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| Authors: | LIU Zheng-chi HUANG Ya-wen MA Tao |
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| Affiliation: | School of Economy and Trade, Hunan University, Changsha 410079, China |
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| Abstract: | In the Internet era advocating "free thinking", unauthorized sharing has become a key factor restricting the continuous output of high-quality content by knowledge providers.Under the constraints of "content king", the interest demands of knowledge providers rank the priority of knowledge payment platform.Based on the characteristics of the knowledge payment participants, a knowledge payment market model is built in this paper. Through the analysis of the pricing strategies and benefits divergence of knowledge providers and platform, the operation strategy of the knowledge payment platform in the unauthorized sharing environment is studied. The results are as follows:(1) when "moral consumers" and "ordinary consumers" coexist in the market, knowledge providers can adopt "low price strategy" and "high price strategy" respectively according to their product market confidence, and the knowledge payment platform will make the best response to it; (2) Whatever pricing strategy is adopted by knowledge providers, there is always a consistent pricing divergence (conflict of interest) between the platform and the knowledge providers. (3) The knowledge payment platform can bridge the pricing divergence by optimizing the operating parameters such as "subsidy and discovery cost", "commission and flow income", and seek to establish long-term reciprocal relationship with the knowledge providers. A theoretical support is provided for the development of the knowledge payment industry in the micro level. |
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| Keywords: | knowledge payment unauthorized share pricing divergence platform pricing operation strategy |
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