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| 论文编号： | 11028 | |
| 作者编号： | 2120142624 | |
| 上传时间： | 2019/6/18 11:09:29 | |
| 中文题目： | 樊登读书会基于知识付费成因分析的运营策略研究 | |
| 英文题目： | Research on the Operation Strategy of Fan Deng''''s reading club based on analyzing the Causes of Knowledge Payment | |
| 指导老师： | 齐善鸿 | |
| 中文关键字： | 知识付费 ；社群运营；共享经济；樊登读书会 | |
| 英文关键字： | Knowledge-based Payment; Community operation; Shared economic; Fan Deng''''s reading club | |
| 中文摘要： | 2015-2018年，知识付费行业在三年的极速发展之中，成为了一个崭新的风口，截止2018年，中国知识付费（不包括在线教育）可估算的总体经济规模为100~150亿元左右，据专家预测，到2020年，知识付费行业的总体经济规模有望超过300亿大关。在这三年内，知识付费有从出版、培训转型而来的“硬知识”，也有知识网红、网络名人、草根素人分享经验的“软知识”，这些知识以问答、文本、音频、视频、直播等模式，轮番出现在大众眼帘，吸引着用户好奇的神经。本文基于知识付费成因，结合社群和分享经济理论，来分析知识付费的领头羊——樊登读书会的运营策略：在社群运营的三个跳跃研究中，社群运营和其商业模式、内容产品、市场人群都紧密结合，相互促进。随后，在从SWOT角度分析樊登读书会的运营策略，并提出社群运营模式的改良。笔者通过对现有运营策略的研究，梳理樊登读书会知识付费困境突破，并提出相关保障机制建立。最后，基于未来知识付费发展趋势，预测樊登读书会商业模式转型，包括知识集团的发展，内容+服务的升级，知识付费上下游也将会逐渐完善。 | |
| 英文摘要： | In 2015-2018, the knowledge-based payment industry has become a new outlet in the rapid development .In 2018, the estimated overall economic scale of China's knowledge-based payment industry (excluding online education) is about 10 to 15 billion yuan. According to experts' prediction, by 2020, the overall economic scale of the knowledge-based payment industry is expected to exceed 30 billion yuan. In this three years, the knowledge-based payment industry is from publishing, website. No matter network celebrities or grassroots, their contents take turns to appear in the public eye, curious to attract users. Based on the causes of knowledge payment, this paper combine with the theory of community and sharing economics and analyzes the operating strategy of Fan Deng's reading club, which is the leader of knowledge payment: in research of community operations, community operation and its business model, Content products and marketing are closely integrated and promote each other. Subsequently, the operation strategy of Fan Deng's reading club is analyzed from the perspective of SWOT, and the improvement of the community operation mode was proposed. Through the existing operational strategies, the author sorts out the breakthroughs in the knowledge payment dilemma of Fan Deng's Reading Club and proposes the establishment of relevant guarantee mechanisms. Finally, based on the future development trend of knowledge payment, the business model transformation of Fan Deng's Reading Club is predicted, including the development of knowledge group, the upgrading of content and service, and the upstream and downstream knowledge payment will be gradually improved. | |
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