非授权分享、定价分歧与知识付费平台运营策略

In the Internet era advocating "free thinking", unauthorized sharing has become a key factor restricting the continuous output of high-quality content by knowledge providers. Under the constraints of "content king", the knowledge payment platform must first consider the interest demands of the knowledge provider, so as to further provide high quality knowledge products to the users. Based on the characteristics of the knowledge payment participants, this paper builds a knowledge payment market model. Through the analysis of the pricing strategies and benefits divergence of knowledge providers and platform, this paper studies the operation strategy of the pay platform in the unauthorized sharing environment. The results are as follows: (1) when "moral consumers" and "ordinary consumers" coexist in the market, knowledge providers can adopt "low price strategy" and "high price strategy" respectively according to their product market confidence, and the knowledge payment platform will make the best response to it; (2) Whatever pricing strategy is adopted by knowledge providers, there is always a consistent pricing divergence (conflict of interest) between the platform and the knowledge provider . (3) The knowledge payment platform can bridge the pricing divergence by optimizing the operating parameters such as "subsidy and discovery cost", "commission and flow income", and seek to establish long-term reciprocal relationship with the knowledge provider . This study provides a theoretical support for the development of the knowledge payment industry in the micro level.