摘要
当前,我国知识付费产业迅猛的规模迭代与严峻的发展困境并存。本文以"得到"App为核心案例,从消费者感知价值的理论视域剖析"得到"App的运营现状与产品特点。在归纳消费者感知价值特征的基础上,探索"得到"App乃至知识付费产业发展困境的主要原因,为破解发展困境、拓展产业价值提供切实建议。通过把握消费者感知这一关键要素,合理利用消费者价值感知提供精准有效的知识服务,实现对消费者成长过程的陪伴与社会学习习惯的培养,充分激发并拓展知识付费产业的经济效益与社会效益。
At present, the rapid scale iteration of knowledge payment industry in China coexists with severe development dilemma. This paper takes "get" App as the core case, and analyzes the operation status and product characteristics of "get" App from the perspective of consumer perceived value theory. On the basis of summarizing the characteristics of consumers’ perceived value, this paper explores the main reasons for the development dilemma of "get" App and even knowledge payment industry, and provides practical suggestions for solving the development dilemma and expanding the industrial value. By grasping the key element of consumer perception, we can make rational use of consumer value perception to provide accurate and effective knowledge services, realize the accompany of consumer growth process and the cultivation of social learning habits, and fully stimulate and expand the economic and social benefits of knowledge payment industry.
出处
《北京文化创意》
2021年第1期55-62,共8页
Beijing Culture Creativity
