SICAS模式下知识付费产品营销策略研究

Research on Marketing Strategies of Knowledge Payment Products under the SICAS Model

摘要: 在数字化传播不断加深与媒介融合日益发展的背景下，知识付费逐渐演变为文化产业和数字经济的重要组成部分。作为连接知识生产者与消费者的桥梁，知识付费平台不仅推动了知识传播方式的变革，也拓展了信息价值转化的新路径。本文以SICAS消费者行为模型为分析框架，围绕感知、兴趣互动、联系沟通、购买行动与社交分享五个阶段，系统解析知识付费产品在营销策略中的普遍特征与实践路径。研究发现，当前知识付费产品通过多渠道感知入口、互动机制构建、差异化定价与社群化运营，有效促进了用户转化与复购行为。但同时，平台仍面临技术维护不足、内容同质化严重、用户付费意愿下降等挑战。本文旨在揭示知识付费行业的整体发展逻辑，为未来知识服务产品的优化提供可资借鉴的理论框架与实践参考。

Abstract: In the context of deepening digital communication and increasingly integrated media convergence, paid knowledge services have gradually evolved into an important component of the cultural industry and the digital economy. As a bridge connecting knowledge producers and consumers, knowledge payment platforms not only promote transformations in the modes of knowledge dissemination but also expand new pathways for the conversion of informational value. This study adopts the SICAS consumer behavior model as its analytical framework, examining the five stages of perception, interest and interaction, connection and communication, action, and sharing to systematically analyze the common features and practical strategies of marketing in knowledge payment products. The findings reveal that current platforms effectively enhance user conversion and repurchase behavior through multi-channel exposure, interactive mechanisms, differentiated pricing, and community-based operations. However, they also face challenges such as insufficient technical maintenance, severe content homogenization, and declining user willingness to pay. This paper aims to uncover the overall developmental logic of the knowledge payment industry and provide theoretical and practical references for optimizing future knowledge service products.