互联网知识付费的商业模式研究

互联网知识付费是企业借助互联网工具与平台为付费用户提供各类知识产品与服务的新兴商业形态,其商业模式值得深入探讨。本文以知识付费行业内5家代表性企业为研究对象,运用多案例研究方法归纳出知识付费商业模式的构成要素与理论框架,为后续理论与实证分析提供比较与验证的基础。研究表明,互联网知识付费商业模式包含价值主张、价值网络、关键活动与盈利模式4个构成要素,其中价值主张反映时代变化引发的多样化知识需求,价值网络展现企业与知识生产者等利益相关者的协作关系与结构,围绕价值网络的关键活动支撑持续的知识产品与服务提供,盈利模式则通过适当的付费机制设计与价值分配来促进商业的可持续性。

Research on E-Business Model of Paying for the Knowledge

Paying for knowledge on internet is a new business form in which enterprises provide various knowledge products and services for paying users by means of internet tools and platforms. Its business model deserves thorough discussion. Based on the qualitative data on five reprehensive cases, this paper proposes a theoretical framework and constituent elements of paying-for-knowledge business model, which provides a basis for further comparison and empirical analysis. The research shows that paying-for-knowledge business model includes four key dimensions: value proposition, value network, key activities and profit model. Among them, different value propositions reflect the diversified knowledge needs raised by the changing of time. Value network shows the collaborative relationship and structure between enterprises and knowledge producers and other stakeholders. The key activities support the consistent provision of knowledge products and services. Finally, profit model promotes business sustainability through appropriate payment mechanism design and value distribution within the network.