市场营销-自导流量类知识付费平台的营销策略分析 -以“混沌大学”为例论文VIP免费

自导流量类知识付费平台的营销策略分析——以“混沌大学”为例【摘要】随着社会急速变化的发展,网络技术的不断发展，人们的消费观念也发生着改变，知识付费平台逐渐在人们的生活和工作中占据重要位置。自导流量类知识付费平台围绕着商务及人文学等一系列的在创新教育这个领域提供了相应的课程，并提供不同的表现形式。自导流量类的知识付费平台提供的不是信息和知识，而是帮各位开门，打开你原有的认知通道。本文以自导流量类的知识付费平台为主要的研究对象，先对“知识付费平台”、“自导流量类平台”进行概念的解释，也对 4P 营销理论、社群理论和SWOT 分析法进行了解释，同时以“混沌大学”为案例进行分析，通过文献研究法、案例分析法、数据分析法对自导流量类的知识付费平台的营销现状和模式进行分析。然后通过收集来的问卷，对自导流量类的知识付费平台的用户体验进行分析，结合目前自导流量类的知识付费平台采取的一些营销手段，最后，在自导流量类的知识付费平台现状的基础上，针对此类平台所存在的问题及营销挑战，提出相对应的营销策略建议。 【关键词】知识付费；自导流量；营销策略Marketing Strategy Analysis of Self-guided Flow Knowledge Pay Platform - Take Chaos University as an example [Abstract] With the rapid development of society and the continuous development of network technology, people's consumption concept is also changing, and the knowledge payment platform gradually occupies an important position in people's life and work. The self-guided traffic knowledge payment platform provides courses in the field of innovation education around a series of business and humanities, and provides different forms of expression. The self-guided traffic knowledge payment platform provides not information and knowledge, but helps you open the door and open your original cognitive channel. This paper takes the knowledge payment platform of self-guided traffic class as the main research object, first explains the concept of "knowledge service platform" and "self-guided traffic class platform ", and also ex...