服务、游戏、圈层：垂直领域知识付费的场景化发展路径  

Service, Game, Social Circles: A Scenario Development Path of Knowledge Payment in Vertical Domains

作　　者：宋扬[1,2] SONG Yang(School of Journalism&Communication,Hebei Normal University,Shijiazhuang 050024,China;School of Journalism and Communication,Renmin University of China,Beijing 100072,China)

机构地区：[1]河北师范大学新闻传播学院 [2]中国人民大学新闻学院

出　　处：《编辑之友》2019年第11期39-43,共5页Editorial Friend

基　　金：河北省文化艺术科学规划项目（HB17-QN048）

摘　　要：经历了2016年市场的空前火热与资本的高度青睐,知识付费正迅速由高速发展期走向市场成熟期。在这期间,知识付费向垂直领域下沉的趋势越来越明显,究其原因,无外乎需求侧与供给侧的行为转变共同构成的合力的推动作用,即认知盈余背景下需求侧的用户由了解到掌握的消费行为转变与供给侧的流量大平台与中小草根从业者由圈地到深耕的经营模式转变而形成的合力。在这样的背景下,谋求构建以服务+内容、游戏与任务、圈层化社交为抓手的三位一体场景化范式便成了垂直领域知识付费发展的有效路径之一。After experiencing the unprecedented heat of the market and the high popularity of capital in 2016, the market of knowledge payment is rapidly transforming from high-speed development to maturity. During this period, the trend of knowledge payment sinking into vertical domains is becoming more and more evident, on account of the driving effect of the resultant force formed by the change of demand-side and supply-side behavior. For demand-side, consumer behavior changes from "understanding" to "mastering" against the background of cognitive surplus. Meanwhile, management mode of supply-side, which includes both massive data network platforms as well as small and medium grass-root practitioners, is transforming from "land enclosure" to "deep ploughing". Against this background, constructing a trinity scenario paradigm which features "service+content", "game and task" and "stratified social connection", has become one of the effective paths for the development of knowledge payment in vertical domains.

关 键 词：知识付费 垂直领域 场景 服务 游戏 圈层 

分 类 号：G211[文化科学—新闻学]