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央广《王冠红人馆》财经报告:今日头条“挖角儿”知乎,知识经济路在何处?

2017-09-06 17:21:43   央广网

8月29日,一张知乎大V的朋友圈截图在网上流传,提及头条正在大面积以签约付费的形式"挖"走知乎的站内大V。这是继今日头条与微博接口之争后,又一次关于内容写作者的一次争夺。此次"挖角儿"对知乎影响几何?今日头条与知乎问答定位有何差异?当下的知识变现存在什么难处?今日头条未来发展方向何在?央广《王冠红人馆》为您深度解析今日头条与知乎的抢"V"之战。

一、聚焦--今日头条发起新边界战争,抢夺知乎大V没商量

8月29日,一名网友把知乎大V"恶魔奶爸Sam"的朋友圈截图发布在微博上,内容显示,"今日头条今年一口气签约了300多个知乎大V,而且还是给钱的,年收入比普通白领还高。签完之后,这些大V所有的内容不可以再发到知乎。优质的内容创作者被抢完,知乎的质量每况愈下。"据公开消息,今日头条跟知乎大V签订合作协议,给出了高报酬。每月一万到三万不等,要在今日头条旗下的悟空问答上完成一定数量的问答,同时每条问答要满足一定的字数。还有消息称这些大V的签约价格是20万每年。

这些消息一出,便引发热议。知乎上迅速产生了一个问题:"如何看待今日头条一口气签了300多个知乎大V的传闻?",迅速积累了1364个回答。其中不乏来自一些知乎大V的"鄙视",比如一位叫"张小北"的电影、编剧话题优秀回答者称,能被花钱签走的赶紧走,大家都开心。同时他还表示质疑,如果要靠这个所谓的"大V"挣钱,那请问自己本职工作做得如何了?

对于"挖角儿"事件,知乎公开回应称"有价值的知识分享,是无法简单粗暴地用批量生产的方式实现的,也无法批量计价。但是好的内容和优秀的内容生产者,一定能在知乎平台上获得好的回报"。

而今日头条的悟空问答则回复称,悟空问答的签约答主不止300人,但从未禁止任何人在其他平台发布内容。悟空问答称,现金是对知识分享的奖励,予人玫瑰者,手里不应只有余香。

 二、解析--"挖角儿"对知乎冲击性小,知识变现之路并不好走

  今日头条的崛起之路

今日头条是一款基于数据挖掘的推荐引擎产品,它自称为用户推荐有价值的、个性化的信息,提供连接人与信息的新型服务,是国内移动互联网领域成长最快的产品服务之一。它由国内互联网创业者张一鸣于2012年3月创建并于2012年8月发布第一个版本。

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