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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?
"挖角儿"事件对知乎影响不大
今日头条悟空问答的风格调性和知乎截然不同。相比之下,知乎更注重专业性,问题回答较为详细;而悟空问答则更为娱乐化一些。本来各有千秋的两个平台,由于今日头条的"挖角儿",而略显尴尬。但总体上看,此次"挖角儿"事件对作为老牌知识社区的知乎影响并不太大。
尽管此次今日头条开出了诱人的筹码,大V们可以通过一定频次的内容输出,获取比较稳定的收入,还能够获得今日头条的流量扶持。然而,粉丝体系的重新构建以及未来长期发展的不确定性也使得很多大V更愿意留在已经有属于自己一片天地的知乎。
此外,知乎目前已经积累了海量的高质量内容。正如知乎的相关回应:我们做了知识社区6年,深知促动和汇集真正有专业度、有影响力的专业人士进行认真的分享是件多么不容易的事情。真正有价值的内容产生背后,是深度的思考、是经年累月专业实践的积累、是同行交流的彼此启发。这是无法简单粗暴地批量生产、批量计价的。由此看来,今日头条要想复制甚至战胜知乎,仅凭短期内的砸钱"挖角儿"是不够的。
知乎官方公布的数据
知乎一直给人一种专业性、学术性偏强,而娱乐性不足之感。面对这一问题,知乎也在不断改进,将无聊的问题轻松化、易读化。比如它有时也会发一些诸如征婚、体育赛事趣闻之类的轻松话题,越来越受到用户欢迎。
知识变现不容易
国内更早开启知识变现先例的平台是豆瓣。它先后试水电商,推出线上购票业务,豆瓣音乐付费版FMPro,以及电子书等业务,但都以遗憾告吹。
目前,今日头条与知乎都在探索知识变现之路,模式不尽相同。今日头条是信息流广告模式,吸引了大量的B端广告主付费,然后今日头条以签约的形式和自媒体、大V共享利益。而知乎的变现产品知乎Live、书店、付费咨询等均是面相C端用户收费,尤为要保证用户免受广告打扰。但说起来容易做起来难,二者的变现之路都在小心翼翼地走着,甚至还出现了"相煎何急"的戏码,要想更好地实现知识变现,不容易。
知乎Live的相关数据
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