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| A Study of the Business Model of Subscription-Based Online Paid Knowledge |
| YAN Jianyuan，QIN Fen，LI Kai |
| Nankai University, Tianjin, China |
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Abstract This study makes a case study of two online paid knowledge companies and summarizes the main elements and characteristics of their business model. Research shows that:(1)knowledge credit, knowledge user base, online payment habits and mobile payment development are the basic resource;(2)the value proposition of online paid knowledge companies includes knowledge, efficiency, economy and social value;(3)value networks include knowledge producers, corporate teams, publishers, users and non-Book commodity producers;(4)marketing models include products, services, prices, system design and marketing channels;(5)companies can adopt multiple profit models at the same time, such as subscription fees, service fees, merchandise sales revenue and so on;(6)the knowledge credit of the enterprise, e-learning habits and products are the key factors affecting the success of online paid knowledge companies.
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Received: 11 March 2019
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