Research On Profitability Model Of Digital Publishing Based On The Background Of Knowledge Payment

With the development of the Internet and the popularization of knowledge and information,knowledge payment has become an important opportunity for the successful realization of digital publishing products.Many knowledge payment platforms have begun to explore the profit model of digital publishing,Zhihu,as one of the earliest type of Q&A community,combines the knowledge payment platform and digital publishing platform.It has characteristics of high internet knowledge density and wide social broadcasting rage.Researches on Zhihu digital publishing profit model will bring new enlightenment for the whole digital publishing industry,thus,serving an example for transformation of traditional publishing and promote the industry of cultural spreading.Based on the background of Zhihu payment,this paper takes Zhihu as a example in terms of research methods.Centering on the characteristics,advantages and obstacles of Zhihu's digital publishing profit model,this paper makes a deep analysis of Zhihu's digital publishing profit model from the perspective of users by means of questionnaire,and gives corresponding Suggestions.Based on the three perspectives of internal platform,industrial chain and "cognitive earnings" theory,the effective optimization strategy is obtained,and the profit model is optimized from internal conditions and external environment respectively.In theory,"cognitive surplus" theory and "knowledge economy" theory are respectively adopted to study the optimization strategy of knowledge production and profit model of Zhihu digital publishing,thus,providing enlightenment for the digital transformation and upgrading of China's publishing industry.