关键词: 知识付费, 非授权分享, 定价分歧, 平台定价, 运营策略

Abstract: In the Internet era advocating "free thinking", unauthorized sharing has become a key factor restricting the continuous output of high-quality content by knowledge providers.Under the constraints of "content king", the interest demands of knowledge providers rank the priority of knowledge payment platform.Based on the characteristics of the knowledge payment participants, a knowledge payment market model is built in this paper. Through the analysis of the pricing strategies and benefits divergence of knowledge providers and platform, the operation strategy of the knowledge payment platform in the unauthorized sharing environment is studied. The results are as follows:(1) when "moral consumers" and "ordinary consumers" coexist in the market, knowledge providers can adopt "low price strategy" and "high price strategy" respectively according to their product market confidence, and the knowledge payment platform will make the best response to it; (2) Whatever pricing strategy is adopted by knowledge providers, there is always a consistent pricing divergence (conflict of interest) between the platform and the knowledge providers. (3) The knowledge payment platform can bridge the pricing divergence by optimizing the operating parameters such as "subsidy and discovery cost", "commission and flow income", and seek to establish long-term reciprocal relationship with the knowledge providers. A theoretical support is provided for the development of the knowledge payment industry in the micro level.

Key words: knowledge payment, unauthorized share, pricing divergence, platform pricing, operation strategy