市场营销-大学生对知识付费平台产品消费意愿调查 ——以知乎app为例论文.docx

大学生对知识付费平台产品消费意愿调查 ——以知乎app为例 【摘要】在知识信息爆炸的时代，人们对新知识的需求更加强烈，由于人们的知识焦虑，市场经济条件下引起的知识偏差，经济社会的发展，社会主要矛盾的改变，人们的消费结构改变这些大背景下，并有支持知识付费产品发展的科学技术的产生于普及，智能大屏手机和移动支付的应用，使得知识付费产品开始兴起。 本论文，先阐明知识付费的概念，知识付费平台的种类，此论文主要运用的消费者选择行为理论和市场营销学理论，接着主要分析知识付费兴起的原因，调查整理知识付费平台发展的现状。最后进行调查问卷的设计，面向大学生消费群体进行数据的收集以及分析，在收集的数据里，分析得出问题，并就问题给知乎的知识付费产品提供营销建议，进而给整个知识付费行业提供建议。 【关键词】知识付费 营销  A survey of college students willingness to consume products on knowledge payment platform——taking zhihu app as an example 【Abstract】In knowledge era of information explosion, peoples demand for new knowledge, because knowledge of anxiety, under the condition of market economy caused by the deviation of knowledge, the development of society and economy, the change of the social principal contradiction, peoples consumption structure change under the background of these large, paid product knowledge and support the development of science and technology produced in popularization, the intelligent domestic mobile phone and mobile payment applications, making knowledge paid products began to rise. This paper first clarifies the concept of knowledge payment and the types of knowledge payment platforms. This paper mainly USES consumer choice behavior theory and marketing theory. Then it mainly analyzes the reasons for the rise of knowledge payment and investigates the development status of knowledge payment platforms.Finally, the questionnaire is designed to collect and analyze the data for the consumer groups of college students. In the collected data, the problems are analyzed and the marketing Suggestions are provided for zhihus knowledge-paid products and the whole knowledge-paid industry. 【Keywords】Knowledge paid marketing consumption 目录 TOC \o 1-3 \h \z \u 1 前言 1 1.1 研究背景 1 1.2 研究目的和意义 1 1.3 研究内容和方法 2 2 文献综述 3 3 知识付费概念界定及理论概述 4 3.1 知识付费的概述 4 3.1.1 知识付费的概念 4 3.1.2 知识付费平台的种类 5 3.2 关于知识付费平台产品消费者选择行为理论分析 5 3.3 关于知识付费平台产品服务的市场营销学理论分析 6 4 知识付费平台的现状分析 8 4.1 知识付费的兴起 8 4.2 知识付费平台发展现状