A Study On The Path Of Knowledge Payment Service Of Imaginist

2016 is the first year of knowledge payment.Since this year,a large number of knowledge payment platforms have emerged on the Internet,such as i Get,Zhihu,and Himalaya FM,thus the knowledge payment industry has begun to flourish.Since then,36 Kr,Douban and other platforms have also successively launched their own knowledge payment products and services,basing on their own advantages in the market.All these show that knowledge payment has become a new trend,showing a huge development potential.This new wave of digital technology not only brings new growth points to the cultural industry and economy,but also has an impact on the traditional publishing industry.The digital transformation of publishing houses has been put on the agenda again,and the publishing houses have to find the entry point for integrated development under the pressure of being forced.Fortunately,the knowledge payment industry,while relatively new,has many similarities with the traditional book publishing industry,not least the fact that both are essentially about providing valuable knowledge to the audience.Publishing houses can deeply develop their accumulated author resources and content resources and present them to readers in the form of new media,so as to enter the knowledge payment industry and carry out digital transformation.In this regard,Imaginist is at the forefront of the industry.After making great achievements in the field of traditional book publishing,Imaginist also keenly grasps the pulse of the cultural trend,participates in the knowledge payment,and has gained a firm foothold in the market in just a few years.In 2015,Imaginist cooperated with video websites to launch the video publishing plan Vistopia,and launched cultural programs such as One Thousand and One Nights,thus opening up the public praise and market in the video field.In 2017,Imaginist cooperated with Douban and Netease Cloud Music to launch three audio programs,including Bai Xianyong talking about The Story of the Stone,which officially entered the paid audio field and expanded its business scope and profit model.In October 2018,Imaginist set up the knowledge payment platform named Vistopia,which further expanded the knowledge payment business.Each step of the target is clear,each step has also achieved obvious results.Through literature analysis and case analysis,and comprehensively using the theories of publishing,brand marketing,communication and other disciplines,this paper makes an in-depth analysis of the path construction of knowledge payment business of Imaginist.The introduction part explains the concept of positioning theory,knowledge payment,content payment and knowledge service.The second chapter analyzes the necessity and feasibility of developing knowledge payment of Imaginist.The third chapter analyzes the path construction of knowledge payment business of Imaginist from six aspects: topic development,cooperation channels,editorial team,market positioning,profit model and full copyright operation.The fourth chapter analyzes the relationship between the knowledge payment and the traditional publishing.The fifth chapter points out the problems of the path of knowledge payment of Imaginist,and puts forward corresponding improvement suggestions for them.The chapter six,combining with the experience of knowledge payment of Imaginist,summarizes several inspirations,such as embracing the digital transformation of publishing business,finding a unique maket positioning etc.