知识付费盈利模式问题及对策——以“得到APP”为例

Problems and Countermeasures of Knowledge Payment Profit Model

近年来随着线上支付的普及,知识付费行业得到了较快发展。“得到APP”作为知识付费领域的先行者、排头兵,其发展历程和盈利模式有着不可复制的特点。通过分析得到APP的盈利模式,分析存在的问题,从内容、UGC和反馈等方面结合实际提出可行性对策。特别是创新性提出场景化营销模式,以为知识付费困境突破提供借鉴。

In recent years,with the popularization of online payment,the knowledge payment industry has been developed well.As a pioneer in the field of knowledge payment,"Get"App has its development process and profit model that cannot be duplicated.After analyzing the profit model of the App,found some problems.Therefore,putting forward feasible solutions from the aspects of content,UGC and feedback in combination with the actual situation,and the scene-based marketing model is innovatively proposed to promote its better development and provide reference for breaking through the difficulties of knowledge payment.