Study Of Online Knowledge Payment Platform Based On Two-sided Markets

Recent years,with the upgrading of Chinese residents' consumption structure and the willingness of Internet users to pay,the number of content-paid users has grown rapidly,and online knowledge payment has become a new round of industry“boom”.The number of users in the knowledge payment market and its market size have grown rapidly,showing typical characteristics of two-sided market.Different from traditional market,the knowledge payment market is a typical two-sided market,and the knowledge payment platform has obvious two-sided features.First,the platform plays a central role in linking and serving the supply and requisitioning parties in the market.Second,knowledge demand and supply sides of the platform are mutually attracted and interact,presenting positive cross network externalities.Third,due to the influence of cross network externalities,the pricing structure of the platform is skewed to one side.In addition to two-sided features,the pricing and competition strategies of two-sided platforms are research emphasis.In terms of pricing,there are currently three pricing models in the market.According to the analysis of pricing factors,the author believes that the knowledge payment platform can take measures of low price and skewing price to the high-quality head product supplier in the initial stage to opening up the market.In development period,the platform can take different pricing structure to different knowledge supply and requisitioning parties,and cooperative pricing with other platforms is recommend to increase influence power.In terms of platform competition,the positioning and content of the platform are areas that need to be focused on.In the aspect of platform positioning strategies,the DPM dynamic positioning model in the positioning theory is utilized in the thesis.After analyzing the factors that affect positioning of the platform,it is proposed that the platform should pay attention to the changes of the user group and make precise positioning and refining of target users.The platform can also segment the market through horizontal differentiation and vertical differentiation of platform products.And its own unique positioning can be formed through positioning by strength and resources of the platform.In the aspect of the platform content strategies,the platform can enrich the knowledge supplier team,"building" the head content products and providing professional services to the knowledge providers,to seize the head resources.In addition,the long tail market can be explored through enriched knowledge products,accurate product distribution,and socialized communication.And the competitive strength of the platform content can be enhanced by improving the loyalty of knowledge providers and strengthening copyright protection to improve the uniqueness of the content.This thesis studies the status quo,characteristics and problems of the knowledge payment platform from the perspective of two-sided market,and reflects on the future development direction of the platform.Hoping that the suggestions proposed in this thesis can be useful to the knowledge payment platform and promote the development of the knowledge payment market.