从“得到APP”看知识付费平台的法律和现实困境(硕士)

从“得到APP”看知识付费平台的法律和现实困境(硕士)(论文28000字)
摘要
进入21世纪以来，互联网以我们无法想象的速度高速发展着，这也为媒体的发展环境带来巨大影响。人门在不断寻找着新的商业发展机遇，随着移动终端与线上支付的快速进步，知识付费的风口悄然而至，资本涌入知识付费行业，各类知识付费平台如雨后春笋般涌入市场。其中各个知识付费平台的发展道路与前景都有很多可探讨的地方。
当前，学者们对社群经济、内容价值与罗辑思维产品都进行了大量而且详实的研究，从社群经济与粉丝经济的差异化比较、传统媒体在社群经济环境下的转型到社群经济下的商业模式与营销；从传统产业在知识付费背景下的转型、知识付费商业模式研究到知识付费面临的挑战和问题。笔者发现却很少有学者对知识付费平台进行反思：究竟知识付费平台上的用户是去追求高质量的知识内容，还是去寻找一种精英知识分子的身份认同？这也将是本文的突破口。
本文主要是将得到APP的发展经历作为启事，为知识付费平台的在今后的发展中提供一些可参考的建议。本文主要从四个大的部分进行研究：第一个部门是解析什么是知识付费以及其行业历程与发展状况进行了一个梳理和概括。第二部分是以得到这个知识付费平台为例，研究得到知识付费平台的社群运营方式。首先阐述了得到社群经济的形成，其次是知识付费平台的受众定位对对社群运营的影响，最后论述的社群凝聚力依托成员的情感认同。第三部分研究得到作为知识付费平台他的内容价值是如何呈现的。首先是对当前内容价值发展的三个模式进行一个简单的介绍，其次是对得到的产品定位与内容付费模式进行介绍以及分析。最后提出了内容价值发展的新思路。第四部分主要论述了当前知识付费平台存在的些许问题，在知识付费平台发展如此火热的时候，需要冷思考一下，促进该行业的长足发展。
这是一个发展的年代，也是一个充满机遇的年代。日新月异的技术无论是社会还是对人类都带了翻天覆地的变化。一个行业的兴起需要把握各种因素，知识付费正是如此。从发展社群经济到重视内容价值再到对现实问题的思考，这都是当下媒体人所绕不开的话题。
     关键词：知识付费、社群经济、得到、内容价值

Abstract
Since the 21st century, the Internet has developed at a speed that we can not imagine. This has also had a huge impact on the media development environment.People are constantly looking for new opportunities for business development. With the rapid progress of mobile terminals and online payment, the outlet of knowledge payment quietly flows into the knowledge-intensive industries, and all kinds of knowledge-based payment platforms have mushroomed into the market.Among them, there are many explored ways and paths for the development of various knowledge-based payment platforms.
At present, scholars have conducted a large amount of detailed studies on the social economy, content value and Luo thinking products. From the comparison of the difference between the social economy and the fan economy, the transformation of the traditional media in the social economic environment to the community Economic business model and marketing;From the transformation of traditional industries in the context of knowledge-based payment, the research of knowledge-based payment business model to the challenges and problems of knowledge-based payment. I found that very few scholars reflect on the platform of knowledge payment: After all, it is the user on the platform of knowledge payment pursuing high-quality knowledge content or searching for the identity of an elite intellectual? This will also be the breakthrough of this article.
This article mainly takes the development experience of APP as an example to provide some suggestions for the development of knowledge payment platform.This article mainly through four parts of research:The first part is the analysis of the concept of knowledge-based payment platform and its history and development of the industry were reviewed and summarized.The second part is based on the knowledge-based payment platform, for example, to study the social operation mode of knowledge-based payment platform. Firstly, it expounds the formation of community economy, secondly, the influence of audience positioning of knowledge-based payment platform on community operations. Finally, the community cohesion relied on the members' emotional recognition.The third part studies how his content value is presented as a knowledge platform. The first is a brief introduction to the current three models of content value development, followed by introduction and analysis of the resulting product positioning and content payment model. Finally, the author put forward a new idea of content value development.The fourth part mainly discusses some problems existing in the current platform of knowledge-based payment. When the development of knowledge-based payment platform is so hot, we need to think about it in a cool way to promote the rapid development of the industry.This is an era of development, but also an era full of opportunities. The ever-changing technology brings about earth-shaking changes both in society and in mankind.The rise of an industry need to grasp a variety of factors, knowledge is paid for such.From developing the community economy to emphasizing the value of the content and then thinking about the realistic problems, these are topics that the current media people can not buttress around.
          Key words: knowledge paying, community economy, getting, content value
 
目录
第一章 绪论    1
1、1 研究缘起及问题的提出    1
1、2研究目的及研究意义    2
1、2、1研究目的    2
1、2、2研究意义    2
1、3 相关研究综述    3
1、3、1 关于知识付费的相关研究    3
1、3、2 关于内容价值的相关研究    5
1、3、3 关于社群经济的相关研究    7
1、3、4关于罗辑思维与其产品“得到”APP的相关研究    9
1、4研究资料与研究方法    11
第一章知识付费平台的行业历程与发展现状    12
1、1 知识付费概念解析    12
1、2知识付费平台的行业历程与发展概况    13
第二章知识付费平台“得到”的社群运营方式    14
2、1 “得到”社群经济的形成与发展    14
2、2准确的受众定位集结高质量用户社群    17
2、3情感认同增强得到APP社群凝聚力    19
2、3、1塑造魅力人格，形成社群品牌    19
2、3、2知识付费，迎合成员心理    20
第三章知识付费平台“得到APP”的内容价值呈现    21
3、1内容价值发展的三个模式    21
第一、内容价值1.0模式    22
第二、内容价值2.0模式    22
第三、内容价值3.0模式    22
3、2 得到APP的产品定位与内容付费模式    23
3、2、1得到的产品定位    23
3、2、2得到APP的内容付费模式    24
3、3内容价值发展新思路：KOL垂类知识与大数据推荐    26
3、3、1腰部KOL机会来临    26
3、3、2大数据推荐成为热门    27
第四章内容还是社群？知识付费平台的冷思考    28
4、1内容为王？大咖专栏的同质化倾向    28
4、2 会员专属？知识付费平台精英壁垒    30
4、3何时立法？保护知识版权    31
4、3、1现有法律能否安排好双方的权利义务    32
4、3、2是否需要对知识付费形成保护机制    32
结  语    35
附录：调查问卷    36
主要参考文献    39