Research On The Fusion Publishing Of "Zhihu" In The Context Of Knowledge Payment

The knowledge paid content product of "originating from books,greater than books,and better than books" is writing a new chapter of publishing with the blessing of the Internet,and knowledge payment has become the mainstream form of integrated publishing,and the rich content presentation form interprets the new understanding of publishing in the new era.At present,with the development of various emerging technologies,the publishing industry has generally accepted and actively embraced digital publishing,and combined with traditional paper publishing,opened up online and offline development channels,continuously expanded the boundaries of publishing,and further reduced the threshold of knowledge production and consumption.Starting from knowledge production and ending with knowledge consumption,the knowledge economy running through the whole process of production,trading,circulation and consumption has effectively promoted the development of knowledge innovation,knowledge dissemination and knowledge application.At the level of knowledge innovation,encourage more people to participate in knowledge production,and the ideas of multiple creative subjects continue to exchange and collide;At the level of knowledge dissemination,the emerging emerging technologies are applied to the publishing field in a timely manner,and in addition to radio and television and paper publications,Internet lectures,listening to books,live courses and other communication channels have been opened;At the level of knowledge application,more attention is paid to the connection with the scene,and the concept of knowledge marketing is creatively proposed,which is increasingly applied to practice.This paper takes the knowledge payment business of "Zhihu" in the Q&A community as the research object,and uses the case analysis method and statistical analysis method to study the knowledge payment content,products and operations of "Zhihu",in order to innovate the format of integrated publishing,improve the form of integrated publishing,enrich the concept of integrated publishing,enrich the practice of integrated publishing,and contribute to the efficient development of integrated publishing in the content industry.The paper is divided into six parts: the introduction part mainly expounds the research background and significance of this paper,and explains the research direction,research methods and innovation of this paper on the basis of combing the current research status at home and abroad.The first chapter mainly analyzes the content production mode of "Zhihu" and its related knowledge paid product development.After more than ten years of development,"Zhihu" has produced a large number of PGC content,and the development momentum is rapid.But compared to its strong UGC content production,the proportion is still small.After analyzing the content itself,product production process and product form,a specific case study of the content production characteristics of "Zhihu" is carried out,and summarized from three different perspectives,aiming to emphasize the importance of content,users and technology in the process of knowledge paid product development.The second chapter mainly analyzes the path and characteristics of "Zhihu" development and integrated publishing.By observing the knowledge payment business of "Zhihu",we can discover the interrelationship between publishing and new media content,and summarize the mainstream publishing forms.Through the specific analysis of a series of products launched by "Zhihu" under the guidance of the strategy of integrated publishing,such as audiobooks,e-books and physical publishing brand "Zhihu Book" in the form of digital publishing,we will further explore the characteristics of "Zhihu" in the development of integrated publishing.The third chapter mainly focuses on two typical models of "Zhihu" development and integrated publishing.Combined with specific cases,it is explained from the perspectives of content and product,clarifying the specific operation of "Zhihu" and publishing institutions in the cooperation process,grasping its overall cooperation ideas,and forming a specific understanding of the two major subjects of publishing.Chapter 4 mainly analyzes the content-based marketing strategy of "Zhihu" from the perspective of marketing.Through multiple channels to search and sort out the typical marketing cases of "Zhihu",the four typical marketing methods of IP marketing,community marketing,event marketing and knowledge marketing are summarized,and then the commonalities of different marketing methods are explored,the important position of content in marketing is highlighted,and the maintenance of user relationships by "Zhihu" is paid attention to.Chapter 5 mainly analyzes the successful experience of "Zhihu" and puts forward corresponding opinions and suggestions accordingly,in order to provide reference value and enlightenment significance for the good development of the publishing industry,and encourage the publishing industry to grasp the characteristics of the times and take the initiative to develop integrated publishing.At present,China’s integrated publishing has been at the forefront of the world,and the "Implementation Opinions on Promoting the Deep Integration and Development of Publishing" issued by the Propaganda Department of the CPC Central Committee in 2022 puts forward 20 main measures from 6 aspects to make comprehensive arrangements for the in-depth promotion of the development of deep integration of publishing in the new era.This specific arrangement has pointed out the direction for the high-quality development of the publishing industry and affirmed the correct path for the development of integrated publishing.As the main form of integrated publishing at this stage,knowledge payment is in the process of evolution and expansion,showing its advantages and disadvantages in the process of development.As a typical representative of the domestic knowledge payment field,the unique development strategy of "Zhihu" in the publishing field is not only a vivid interpretation of the current development status of the knowledge payment industry,but also a detailed reference for the transformation and upgrading of other publishing institutions.Therefore,the author takes "Zhihu" as an example to jointly explore more possibilities for the development of integrated publishing under the background of knowledge payment in combination with the current emerging publishing business.