I摘 要随着互联网的蓬勃发展和网上付费渠道的便捷化，人们在网上的消费量逐渐增大，加上人们对高效获取有用知识的需要越来越迫切，在线知识付费市场迎来了发展的机遇，国内知识付费行业整体规模从 2016 年起呈高速发展趋势。其中知乎是以社区问答形式进行知识交流的一个平台，近几年发展迅速，但面对越来越激烈的竞争，知乎如何才能做到持续发展？本文主要通过分析知乎面向用户、广告商和建立社交圈等方面研究知乎的盈利模式，通过对知乎进行SWOT 分析和调查问卷结果分析，为知乎未来发展提出对策。关键词：知识付费；盈利模式；知乎AbstractWith the vigorous development of the Internet and the convenience of online payment channels, people's consumption on the Internet is gradually increasing, and people's need for efficient access to useful knowledge is becoming more and more urgent. The online knowledge payment market is facing an opportunity for IIdevelopment. The overall scale of the domestic knowledge payment industry has shown a high-speed development trend since 2016. Among them, Zhihu is a platform for knowledge exchange in the form of community questions and answers. It has developed rapidly in recent years. However, in the face of increasingly fierce competition, how can Zhihu achieve sustainable development? This paper mainly studies Zhihu's profit model by analyzing Zhihu's facing users, advertisers and establishing social circle, and puts forward countermeasures for Zhihu's future development through SWOT analysis and questionnaire analysis of Zhihu.Key words：knowledge payment; profit model; Zhihu目 录1 绪 论............................................................11.1 研究背景........................................................11.2 研究意义........................................................11.3 国内外研究现状..................................................11.3.1 国外研究现状..................................................11.3.2...
