目前我国移动互联网的知识付费类平台主要有 KOL 自媒体、专业知识类和 综合类等平台。经过几年的发展，知识付费平台类企业已经达到一定规模。目前 各家企业在技术能力方面差异不大，主要依靠内容数量和渠道资源来获取知识付 费市场的份额，普遍面临着内容同质化严重、用户复购率低、付费转化率低等问 题。这些知识付费平台,如何避免同质化的恶性竞争，各自该制定怎样的营销策 略，才能持续在知识付费市场占有一席之地？这是每一个平台企业亟需研究和解 决的营销问题。 本文以广州万博文化传播有限公司知识付费平台（以下简称万博）为研究个 体，在营销策略方面对其进行了分析、总结和重塑：首先，收集和整理了适用于 本案例的相关营销理论。其次，对万博所处的外部宏观环境以及欧亿·体育（中国）有限公司环境进行分 析，研究市场中的各类机会和威胁，以及企业具备的优势和劣势。然后，采用问 卷调查的形式，挖掘服务用户属性，找出了企业在营销策略上的问题，并对引发 问题的原因加以分析。再次，运用 SWOT 分析、SPACE 矩阵、QSPM 矩阵，确 定企业的产品定位和营销战略。最后，结合 4C 营销模型，从客户、成本、便利、 沟通四个方面出发，为万博公司重新制定了合适的营销策略，并提出了实施该策 略的保障建议，以实现企业的持续发展。 本文通过分析研究万博这个实际案例，尝试去解决知识付费平台在营销策略 方面的主要问题，对于万博以及同类型知识付费平台企业在营销策略方面具有一 定的参考价值。 关键词：知识付费，知识付费平台，4C 营销理论II RESEARCH ON MARKETING STRATEGYOFKNOWLEDGE PAYMENTPLATFORM OFWANBO CULTURE COMPANY Abstract At present, KOL self-media, professional knowledge and comprehensive platforms are the main knowledge payment platforms in China's mobile Internet. After several years of development, knowledge payment platform enterprises have reached a certain scale. At present, there is little difference in technological capability among enterprises. They mainly rely on the quantity of content and channel resources to obtain the share of knowledge payment market. They generally face the problems of serious content homogenization, low user repurchase rate and low payment conversion rate. How can these knowledge payment platforms avoid the vicious competition of homogeneity and formulate their respective marketing strategies so as to continue to occupy a place in the knowledge payment marketThis is a marketing problem that every platform enterprise urgently needs to study and solve. This paper takes the knowledge payment platform of Guangzhou Wanbo Cultural Communication Co., Ltd. (hereinafter referred to as Wanbo) as the research individual, and carries on the analysis, summary and remodeling in the marketing strategy aspect: First, collects and collates the relevant marketing theories Applicable to this case. Secondly, the external macro environment and industry environment of Wanbo are analyzed, and the opportunities and threats in the market, as well as the advantages and disadvantages of the enterprises are studied. Then, using the form of questionnaire survey, mining the attributes of service users, find out the problems in marketing strategies of enterprises, and analyze the causes of the problems. Thirdly, we use SWOT analysis, SPACE matrix and QSPM matrix to determine the product positioning and marketing strategy of enterprises. Finally, combined with 4C marketing model, from the four aspects of customer, cost, convenience and communication, we redesign the Appropriate marketing strategy for Wanbo, and put forward the safeguard suggestions to implement the strategy in order to achieve theIII sustainable development of the enterprise. Through the analysis and study of Wanbo as a practical case, this paper tries to solve the main problems of knowledge payment platform in marketing strategy, which has a certain reference value for Wanbo and the same type of knowledge payment platform enterprises in marketing strategy. Keywords: knowledge payment，knowledge payment platform，4C marketing theoryIV 目 录 中文摘要.................................................I Abstract ................................................ II 第一章 绪论 .............................................1 1.1 研究背景与意义 ..............................................1 1.1.1 研究背景 ................................................1 1.1.2 研究意义 ................................................2 1.2 研究内容与思路 ..............................................3 1.2.1 研究内容 ................................................3 1.2.2 研究思路 ................................................4 1.3 研究方法与工具 ..............................................5 1.3.1 研究方法 ................................................5 1.3.2 研究工具 ................................................5 第二章 相关理论研究综述 .................................7 2.1 知识付费研究概述 ............................................7 2.1.1 知识付费的兴起 ..........................................7 2.1.2 知识付费研究对象 ........................................8 2.1.3 知识付费和知识型企业的关系概述 ..........................9 2.2 知识付费平台研究概述 .......................................10 2.2.1 知识付费平台概念 .......................................10 2.2.2 知识付费平台发展历程概述 ...............................10 2.2.3 知识付费平台技术使用概述 ...............................11 第三章 万博公司知识付费平台营销环境分析 ................12 3.1 宏观环境分析 ...............................................12 3.1.1 政治环境 ...............................................12V 3.1.2 经济环境 ...............................................13 3.1.3 社会环境 ...............................................15 3.1.4 技术环境 ...............................................16 3.1.5 宏观环境外部因素矩阵分析总结 ...........................16 3.2 欧亿·体育（中国）有限公司环境分析 ...............................................18 3.2.1 购买者的议价能力 .......................................18 3.2.2 供应商的议价能力 .......................................20 3.2.3 欧亿·体育（中国）有限公司新进者 .............................................20 3.2.4 欧亿·体育（中国）有限公司替代品 .............................................21 3.2.5 欧亿·体育（中国）有限公司环境外部因素评价矩阵分析总结 .......................22 3.3 企业内部环境分析 ...........................................23 3.3.1 企业简介 ...............................................23 3.3.2 企业产品实现与类别 .....................................24 3.3.3 企业内部能力分析 .......................................26 3.3.4 企业内部因素评价矩阵分析和总结 .........................27 第四章 万博公司知识付费平台营销策略调研和问题成因讨论 ..30 4.1 调研设计 ...................................................30 4.1.1 调研目标 ...............................................30 4.1.2 调研内容 ...............................................30 4.1.3 调研方法 ...............................................30 4.2 调研结果分析 ...............................................31 4.2.1 用户属性分析 ...........................................31 4.2.2 用户使用情况分析 .......................................33 4.2.3 用户需求情况分析 .......................................34 4.3 调研结果讨论和成因分析 .....................................36 4.3.1 结果讨论 ...............................................36VI 4.3.2 成因分析 ...............................................36 第五章 万博公司知识付费平台营销策略设计和实施 ..........38 5.1 营销策略设计 ...............................................38 5.1.1 设计原则 ...............................................38 5.1.2 营销目标 ...............................................38 5.1.3 营销策略选择 ...........................................39 5.1.4 产品差异化设计定位 .....................................42 5.2 基于 4C 模型的营销策略实施 ..................................43 5.2.1 客户 ...................................................43 5.2.2 成本 ...................................................44 5.2.3 便利 ...................................................46 5.2.4 沟通 ...................................................47 5.3 营销策略实施保障 ...........................................48 5.3.1 调整团队组织架构 .......................................48 5.3.2 优化内容管理流程 .......................................49 5.3.3 加强员工培