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Title:	「知識付費經濟」現況與未來- 以中國「北京思維造物公司」為例 The present and future of knowledge economy: Using Beijing Logicreation Information & Technology Co., Ltd as an example
Authors:	王毓雯 Wang, Yu-Wen
Contributors:	郭維裕 Kuo, Wei-Yu 王毓雯 Wang, Yu-Wen
Keywords:	知識付費平台線上教育知識IP/KOL 知識焦慮症「點擊率」思維模式虛實整合商業模式訂閱經濟 On line education Knowledge KOL Information anxiety Click through rate Thinking model Virtual Reality Subscription economy Knowledge economy Knowledge-based services Knowledge payment platform Business model Paywall Beijing Logicreation Information & Technology Co.,Ltd.
Date:	2021
Issue Date:	2021-08-04 15:03:28 (UTC+8)
Abstract:	隨著AI、5G、物聯網等科技技術的逐步到位，未來人類的教育、工作、生活模式乃至於價值觀，都將發生前所未有的改變。同時，因為合成生物學、基因編輯、精準醫療等生醫產業的進步，人類壽命未來可能都將以「百歲」為低標，過去一輩子待在一家公司、一個行業的工作模式，已經逐漸被斜槓人生、兼職副業、中年跨領域創業等其他可能性替代。如果不想被社會無情地淘汰，不論頂著怎樣的學歷，「終身學習」恐怕是未來所有人都必須面對的課題，從中發展出的「知識付費平台經濟」，也成為兩岸新興行業。隨著「知識付費平台經濟」這種商業模式的興起，光是在華語市場裡，不僅中國出現了數百家「知識付費」新創企業，兩岸傳統媒體更以此為重要的轉型方向；在這個平台經濟上，近年也孕育出不少知名的「知識KOL」(或稱知識IP)，提供給各行業頂尖菁英或有特殊專長者更多的機會。有人譏諷知識付費平台是在「販賣恐懼」，踩住人們對競爭力、社會地位「錯失恐懼症」(FOMO, Fear of missing out)的痛點大發利市，但本研究認為，科技快速更迭的大環境下，以及人類天生對於新知的好奇心、持續進步的上進心，才是支持知識付費平台經濟的重要力量。然而，新興的商業模式將如何倒逼現有的教育產業(包含各知名大學的EMBA等在職教育)、甚至傳統媒體做出改變?目前的市場需求是否已經足夠支撐至少一家獨角獸企業的存在?而整條價值鏈從上游知識IP(內容產出)、付費平台(渠道)、用戶(如何增加覆購率、提高黏著度、以及教育新用戶)如何串聯?如何相互綁定?如何防止一手捧紅的知識IP自立門戶?應該多少比例地與實體教育機構結合、或是自行設立線下課堂……，這些都存在著許多可能性等待著市場逐一驗證。為了聚焦，本研究以總部位於中國北京的「思維造物」公司為知識付費平台經濟主要個案，一步步拆解這家公司的發展沿革，討論其商業模式在不同時期的演變，以及它可能的未來，希望可以給台灣傳統媒體轉型、民眾自我成長、新創思維、乃至於知識KOL的養成，帶來新的啟發與思考。 With the gradual implementation of technologies such as AI, 5G, and the Internet of Things, human education, work, life patterns, and values will all undergo unprecedented changes in the future. At the same time, due to advances in the biomedical industry such as synthetic biology, gene editing, and precision medicine, human lifespans may all use "a hundred year" as a low standard in the future. The working model of staying in one company or one industry in the past has been gradually replaced by slash life, part-time sideline, middle-aged cross-field entrepreneurship and other possible alternatives. If you don`t want to be ruthlessly eliminated by society, no matter what academic qualifications you have, "lifelong learning" may be a topic that everyone in the future must face. The "knowledge payment platform” or “knowledge economy" developed from it has also become an emerging industry across the strait. With the rise of the business model of "knowledge payment platform", in the Chinese-speaking market alone, not only have hundreds of "knowledge payment" start-ups emerged in China, traditional media across the Taiwan Straits have taken this as an important direction of transformation. This platform economy has also produced many well-known "knowledge KOLs" (or knowledge IP) in recent years, providing more opportunities for top elites in various industries or those with special expertise. Some people ridiculed that the knowledge payment platform is "selling fear", stepping on people`s pain points of "FOMO, Fear of missing out" (FOMO, Fear of missing out) for competitiveness and social status. This research believes that under the environment of rapid technological change, human curiosity for new knowledge and continuous improvement are the important forces that support the economy of the knowledge payment platform. However, how will emerging business models force the existing education industry (including EMBA and other on-the-job education of well-known universities) and even traditional media to make changes? Is the current market demand sufficient to support the existence of at least one unicorn company? How to connect the entire value chain from upstream knowledge IP (content output), payment platform (channel), and users (how to increase the repurchase rate, increase adhesion, and educate new users)? How to bind each other? How to prevent made-famous intellectual IPs from establishing their own independent portal? How much should it be combined with entity education institutions, or set up offline classrooms by itself...... There are many possibilities waiting for the market to verify one by one. In order to focus, this research takes the Beijing Logicreation Information & Technology, headquartered in Beijing, China as the main case of the knowledge payment platform economy, and disassembles the development history of this company step by step, and discusses the evolution of its business model in different periods and its possible future. I hope it can bring new inspiration and thinking to Taiwan’s traditional media transformation, self-growth of the people, new creative thinking, and even the formation of knowledge KOLs.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 108932174
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108932174
Data Type:	thesis
DOI:	10.6814/NCCU202100730
Appears in Collections:	[Executive Master of Business Administration] Theses

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