Research On The Business Model And Optimization Of Zhihu Knowledge Payment Platform

The rapid development of the Internet has promoted the sustainable development of the knowledge payment industry.At present,the knowledge payment platform,as the core force of the knowledge payment market,guides the content production,enterprise operation and consumer demand direction of the knowledge payment industry to change continuously.However,the relevant research on the knowledge payment platform is still in its infancy,especially the systematic research on the characteristics of the success law of the knowledge payment platform and the coping strategies of the industry ’s general difficulties from the perspective of the overall business model is very scarce.Most of the research is only based on a single profit or operation.Therefore,a systematic and thorough understanding of the intrinsic and rich extension of the business model of knowledge payment platform is very important for understanding and grasping the development law of knowledge payment industry.This paper focuses on the business model and optimization strategy of Internet knowledge payment platform.Firstly,the related concepts of knowledge payment,value network,business model,business model optimization strategy and the latest research results at home and abroad are classified and sorted out,so as to grasp the key direction of current industry research.On this basis,a business model model based on value network is constructed.Taking Zhihu,a typical knowledge payment platform,as the research object,and taking user experience as the starting point,the business model is specifically studied and analyzed from eight elements,such as value orientation,value appeal,core resources,and customer relationship model,so as to demonstrate that the essence of the business model of knowledge payment platform is the whole closed-loop process with value proposition as the core,value co-creation and value maintenance as the means,and value acquisition as the purpose,and finally realize the win-win business ecology of customers,partners and enterprises.At the same time,it is further pointed out that the core of the optimization strategy of knowledge payment business model is customer-centered,based on the iterative innovation of products and services,and based on this,the optimization strategy of business model is proposed by using the theory of experience marketing and long tail.