Analysis Of Profit Model Of Knowledge Payment Platform

In recent years,the spiritual and cultural needs of Chinese residents have been strong.With the continuous upgrading of the information industry,our country encourages the construction of a learning society,and a series of related policy documents have been issued,providing a good operating environment for the development of our country’s knowledge payment platform.In addition,the advancement of communication technology,the improvement of the national economy and the increase of people’s awareness of payment further promote the development of our country’s knowledge payment platform.The emergence of the emerging industry of payment for knowledge has reconstructed our country’s education industry chain.Various payment models for knowledge have begun to emerge.The competition in the payment for knowledge industry of our country has become increasingly fierce,and the competitive landscape has initially taken shape.According to the revenue scale,these platforms can be roughly divided into three echelons.Independent platform parties with first-mover advantages such as "Himalaya" and "Zhihu" constitute the first echelon;followed by independent platform parties such as "Dedao" and "Fan Deng Reading Club";and the third echelon consists of a large number of cross-border platform parties and some mediumsized independent platforms,the overall market forms a long-tail model.With the passage of time,in addition to pure knowledge payment platforms such as "Zhihu",large-scale traffic platforms such as "Kuaishou" and "Bilibili" have also begun to promote content upgrades and enter the field of knowledge payment.Competition in the payment for knowledge industry is gradually escalating,but the profit models of the major payment for knowledge platforms are not the same.There are not many companies that are truly profitable,and the profit model of the payment for knowledge industry is still unclear.Our country’s first knowledge payment platform "Zhihu" has been exploring the knowledge payment model since it went online in 2011,but it has not yet made a profit."Dedao" has achieved profitability as early as 2017,indicating its profit model has certain advantages compared with the same industry enterprises.This paper combines case analysis,theoretical analysis and comparative analysis to analyze and research the profit model of "Dedao" from multiple perspectives.Based on the theories related to the profit model of the knowledge payment platform,this paper introduces the constituent elements of the profit model of "Dedao",and compares its profit model with the competitors,and highlights the uniqueness of its profit model.Through financial analysis methods and non-financial analysis methods,this paper deeply analyzes the effects and causes of the profit model of "Dedao".In addition,this paper also analyzes the risks of the profit model of "Dedao" and the reasons of these risks,so as to treat its profit model dialectically,and finally draw the corresponding conclusions and make suggestions to provide certain reference and inspiration for the enterprises in the knowledge payment industry of our country.The article first introduces the corresponding research background and research significance,reviews and comments the literature related to the profit model of the knowledge payment platform,as well as the corresponding research ideas and research methods.Afterwards,the theory of the profit model of the knowledge payment platform is explained.This part of the content briefly explains the connotation and constituent elements of the profit model,and introduces the main types and risks of the knowledge payment platform,as well as its theoretical basis,to pave the way for the theory behind.Then it introduces the case introduction of "Dedao",briefly explains the overview of "Dedao",and then analyzes the constituent elements of the profit model of " Dedao " and compares it with the profit model of its competitors.In addition,the article uses financial and non-financial analysis methods to analyze the implementation effects of its profit model from multiple angles,and deeply explores the causes of its results,so as to tap the advantages of its profit model.But its profit model is not perfect.Therefore,the following article analyzes the risks of its profit model in detail and explores the root causes of the risks.Finally,the advantages and risks are summarized,and corresponding suggestions are given.Through the analysis of this case,the article concludes that the key for "Dedao" to gain competitive advantage lies in its diversified knowledge products,creative marketing activities and services,and high-quality knowledge content,but its profit model has its own risks.Finally,this article gives corresponding suggestions: First,introduce the PUGC content production model to help continue to produce high quality Content;second,optimize the profit structure of the company to achieve the balanced development of each business;Third,expand market positioning and open up new user groups.It is hoped that this article will enrich the research in this field and at the same time provide some inspiration for the development of our country’s knowledge payment platform enterprises and traditional publishing company.