数字时代下知识付费定价模式研究——基于知乎平台数据的算例分析

Research on the Pricing Model of Knowledge Payment in the Digital Age——Case study analysis based on Zhihu platform data

随着数字时代知识付费的兴起,人们对付费型知识内容的认知和接受度提升。分享经济环境给知识付费平台带来新的契机。本文通过梳理有关知识付费定价的相关文献和数据库数据,根据消费者效用理论和理性经济人理论,结合调查研究的方法,分析知识付费的定价机理,并以消费者效用、产品成本、理性决策三个因素为始点,构建知识付费定价模型。该定价模型能够为知识付费平台的定价实践提供参考,对于知识付费平台的高质量运作具有重要价值。为促进知识付费产品合理定价,知识付费平台应优化知识付费产品生产成本,提高产品价格竞争力,并完善监督和反馈机制;消费者要提升认知水平,实现知识付费产品消费效用的最大化。

With the rise of knowledge payment in the digital age,people's cognition and acceptance of paid knowledge content have been improved.The sharing economy environment brings new opportunities to the knowledge payment platforms.By reviewing relevant literature and database data on knowledge payment pricing,this article analyzes the pricing mechanism of knowledge payment based on consumer utility theory and rational economic man theory,combined with survey research methods.Starting from three factors:consumer utility,product cost,and rational decision-making,a knowledge payment pricing model is constructed.The pricing model can provide reference for the pricing practice of knowledge payment platform,and is of great value for the high-quality operation of knowledge payment platform.In order to promote the reasonable pricing of knowledge paid products,knowledge paid platforms should optimize the production cost of knowledge paid products,improve the price competitiveness of products,and improve the supervision and feedback mechanism;consumers should improve their cognitive level to maximize the consumption utility of knowledge paid products.