在20世纪90年代末，当时互联网经济刚刚兴起，就产生了注意力经济的理论观点。 著名的技术思想家凯文凯利说过，在丰饶的世界里，唯一稀缺的资源是人的注意力。 我国当前的移动互联网产业蓬勃发展，由此衍生出的商业模式层出不穷。信息和数据在 互联网平台的加持下，知识的洪流无处不在。媒体、教育和文娱等以内容生产和销售为 主的经济形态，在新形势下面临着新商业模式的冲击甚至颠覆。 X公司是基于移动互联网技术提供在线知识服务的机构，自身定位是一所创新型的 互联网时代大学。主要的课程体系由创业营、创新院、研习社、商学院构成，交付的内 容涵盖创新性理论、创新案例、商业经典等。运用移动互联网技术，为工商界人士及职 场白领人群提供线上与线下相结合的商学院课程服务。传统商学院教育价格不菲，且对 学员个人时间安排有一定要求。基于以上痛点，X公司自2014年创立以来，通过移动互 联网技术打破时间、空间及价格的限制, 将传统的商学院教育注入了移动互联网基因。 在移动互联技术发展现状以及人们追求终身学习成长的时代背景下，研究X公司知 识类产品的发展方向和商业模式，从市场营销的角度出发探讨知识类产品的营销策略方 案；从产品设计的角度出发提供满足用户心理需求的建议；从知识类产品公司的角度探 究未来的市场机遇和新的业务增长点。基于以上三点，本文结合MBA学习过程中的市场 营销、战略管理等相关理论知识，依据4P营销策略理论、五力模型、移动互联网时代产 品思维等成熟的商业模型分析工具，从知识类产品的生产者、负责营销宣传的平台方、 知识类产品的使用者三方构成的价值链条出发，试图为X公司产品的发展提出一个切实 可操作的营销策略方案，最终实现企业竞争力与品牌认可度的提升。同时，对处在知识 付费领域的同行业机构提供一定的参考建议，以切实提升行业用户的整体满意度。 关键词，移动互联网；知识类产品；营销策略 IIAbstract When the internet economy was just emerging in the late 1990s, it produced a theoretical view of the attention economy. The famous technical thinker, Kevin Kelly said that the only scarce resource in the abundance world is human attention. Nowadays China’s mobile internet industry is booming from where the business models derived are endless. Information and data which are blessed by the internet platform make flood of knowledge everywhere. As content- based productions, media, education and entertainment are facing the shock of new business models and even subversions in new economic situations. In my paper company X is taken as an example in the backdrop of the situation that the product category is becoming more and more diversified that leads to more choice confusion among users. This status is contrary to the original intention of saving time for users. In an era that users’ attention resource are becoming scarcer the core problem is to help users choose truly valuable knowledge and deliver it to users by knowledge product. This paper attempts to analyze the current industry competition pattern and apply the relevant theories of marketing strategies into practice and ultimately try to propose an effective marketing strategy proposal for company X which has important practical significance for marketing of company X’ s products and impact on how to adapt it to the trend of the industry and future development of knowledge products. Under the background of the development of mobile internet technology and people's pursuit of lifelong learning and growth, author tries to explore marketing strategy of knowledge products from the perspective of marketing and meet the psychological needs of users and expend the future market opportunities and new business growth points from the perspective of knowledge products. This paper combines marketing, strategic management and other related theories which were studied in MBA program, such as STP marketing strategy theory, five- force model, mobile Internet product thoughts and other mature business model analysis tools. Starting from the value chain that consists of the producers of knowledge products, the platform for marketing and the users of knowledge products, this paper attempts to propose a practical and operational marketing tactics for future development. Keywords，Mobile internet; Knowledge products; Marketing strategy III目录 致谢 ...............................................................................................................................................................I 摘要 .............................................................................................................................................................II Abstract .....................................................................................................................................................III 第1章 绪论 ..................................................................................................................................................1 1.1 研究背景及意义 ...........................................................................................................................1 1.1.1 研究背景 .................................................................................................................................1 1.1.2 研究意义 .................................................................................................................................3 1.2 国内外知识类产品营销研究现状 ...........................................................................................4 1.3 研究内容 .........................................................................................................................................7 1.4 本文创新点 .....................................................................................................................................8 第2章 互联网产品营销相关理论基础与研究 ................................................................................10 2.1 企业营销战略相关理论 ............................................................................................................10 2.1.1 价值链理论 ..........................................................................................................................10 2.1.2 4Ps营销理论 ........................................................................................................................11 2.2 互联网产品营销理论 ................................................................................................................13 2.2.1 同理心 ...................................................................................................................................16 2.2.2 机会判断 ..............................................................................................................................17 2.2.3 系统能力 ..............................................................................................................................18 2.2.4 用户体验 ..............................................................................................................................19 2.3 市场上知识类产品的主要营销思路研究 ............................................................................19 第3章 X公司产品营销的外部环境分析 ..........................................................................................23 3.1 X公司产品营销外部环境分析 ...............................................................................................23 3.1.1 政治环境分析 .....................................................................................................................23 3.1.2 经济环境分析 .....................................................................................................................23 3.1.3 社会环境分析 .....................................................................................................................24 3.1.4 科技环境分析 .....................................................................................................................24 3.2 X公司行业环境五力模型分析 ...............................................................................................24 3.2.1 供应商讨价还价的能力 ...................................................................................................25 3.2.2 用户的议价的能力 ..........................................