本报告研究涉及企业/品牌/案例：吴晓波频道,樊登读书会,混沌大学,蜻蜓FM,逻辑思维,丁香医生,十点读书,3节课,韦林文华,新知榜,短书,鼹鼠世界,喜马拉雅,荔枝,得到APP,知乎,微课,千聊,微信,微博,中国大学MOOC,腾讯课堂,格子匠,支付宝,懒人听书,凯叔讲故事,网易公开课,腾讯,阅文集团,凯鹏华盈,海纳亚洲,西瑞雅,小鹅通,快手,百度,搜狗,今日头条,豆瓣,英语流利说等。

本报告主要对中国知识付费行业的发展模式的现状进行总结和前景分析，通过对行业发展背景、行业核心数据、知识付费产业链重要环节进行数据监测，并且通过草莓派数据调查与计算系统对知识付费用户行为进行调研（样本量1750），并重点针对得到、英语流利说、知乎、喜马拉雅等不同类型的知识付费平台为典型进行商情分析，对行业总体发展趋势进行解读并深入研究其商业运作模式，预测2021年中国知识付费行业的发展趋势和运营模式。
This report mainly summarizes and analyzes the current status of the development model of the knowledge payment industry in China. It monitors the background of the industry development, industry core data, and important links in the knowledge payment industry chain. Research on paid user behavior (sample size 1750), and focus on different types of knowledge payment platforms such as acquisition, fluency in English, Zhihu, Himalayan, etc. as a typical business situation analysis, interpret the overall development trend of the industry and study its business operations Model, predicting the development trend and operating model of China's knowledge payment industry in 2021.

本报告研究涉及企业/品牌/案例：星期六,极米传媒科技,天龙集团,引力传媒,日出东方,元隆雅图,国旅联合,美盛文化,网达软件,粤传媒,中广天择,黑芝麻,中昌数据,拉芳家化,日播时尚,天创时尚,芒果超媒,安奈儿,南极电商,电声股份,搜于特,沉浸文化,大鹅文化,婉锐(上海)电子商务,网星梦工厂,杭州微念科技,灰斑马,彦祖文化,小象互娱,五月美妆,泰洋川禾,光风霁月,papitube,薇娅,李佳琦,李子柒,办公室小野,张大奕,毒角SHOW,吴佳煜,幸猴儿,留几手,张雪峰老师,Papi酱,祝晓晗,花一村,快递员吴彦祖,米未传媒,微博,微信,今日头条,抖音,网易,火山小视频,西瓜视频,快手,易车,汽车之家,bilibili,马蜂窝,小红书,京东,淘宝,蘑菇街，楼氏传播，蜂群传媒，陌陌，爱奇艺，虎牙直播，斗鱼直播，大禹，青藤文化，二更,新片场,三感 video,罐头视频,小题影视,洋葱视频,末那传媒,橘子娱乐,飞博共创,杭州宸帆,如涵控股,美嗖文化,达人说,美 ONE,军武科技,有狐文化,鹿角熊,无忧传媒,星匠联盟,贝壳视频,灵魂有香气的女子,日日煮,十二栋文化,震惊文化,吾皇的白茶,幕星社,Drama TV,YouTube等

2020年1月22日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国MCN产业运行大数据监测及趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国MCN产业的发展现状、产业链细分领域以及MCN业态细分领域进行深度分析，并且以如涵控股、美ONE等具有影响力的MCN公司作为典型进行商情分析，深入探究运行模式和发展趋势。2018年有59.3%的MCN完成过融资，其中半数以上融资轮次集中在A轮(28.6%)和天使轮(23.8%)，行业融资类型以早期轮次为主，MCN商业模式仍处于成长期。艾媒咨询分析师认为，MCN机构商业变现形式单一、红人孵化机制不成熟、内容同质化、行业版权保护意识薄弱、负面舆情多等成为中国MCN产业发展面临的主要难题与挑战。未来，中国MCN将要进一步加强行业监管力度、融入互联网行业新兴技术、继续深耕内容垂直行业，同时积极开拓国外市场。
On January 22, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the“Research Report on Big Data Monitoring and Trends of China's MCN Industry Operation 2020-2021”.In 2018, 59.3% of MCNs completed financing, of which more than half of the financing rounds were concentrated in round A (28.6%) and angel rounds (23.8%). The type of industry financing was mainly in early rounds, and the MCN business model is still in its growth stage . Ai Media Consulting analysts believe that the single form of commercial realization of MCN institutions, the immature incubation mechanism of reds, the homogeneity of content, the weak awareness of copyright protection in the industry, and the negative public opinion have become the main problems and challenges facing the development of China's MCN industry. In the future, China's MCN will further strengthen industry supervision, integrate emerging technologies in the Internet industry, continue to cultivate vertical content industries, and actively explore foreign markets.

本报告研究涉及企业/品牌/案例：微信，天猫，抖音，快手，聚客通，乙店，奥创客服，多谋，神达，神手多聊，瑞信咖啡，Keep,H&M,微博，小红书，知乎，豆瓣，淘宝，京东，拼多多，头条

互联网技术的发展降低了营销推广的门槛，但消费场景的碎片化，以及海量的产品服务信息让原本粗放式的营销效果大打折扣，营销方获客成本持续攀升，经营利润不断被营销费用侵蚀。发展私域流量，开启精细化用户管理，降低营销成本，实现精准营销，逐渐成为营销方的共识，私域流量运营也成为当前炙手可热的营销话题。iiMedia Research（艾媒咨询）数据显示，网民对私域流量运营接受度较高，仅有7.6%的受访者对此表示反感；40.8%的受访者因能够享受优惠权益进入营销方私域；44.4%的受访者认为私域运营促进了他们的消费。艾媒咨询分析师认为，在线上获客成本高企的常态下，私域流量运营将会成为主流，高质量的私域运营能够为多方带来益处，但相关各方也应防范不法分子利用私域流量谋取黑利。

The development of Internet technology has lowered the threshold of marketing promotion, but the fragmentation of consumption scenes and the massive product service information have greatly reduced the original extensive marketing effect. The cost of customers obtained by the marketers continues to rise, and the operating profit is constantly eroded by the marketing expenses. Developing private area user, opening fine user management, reducing marketing costs and realizing precise marketing have gradually become the consensus of marketers. Private area user operation has also become a hot marketing topic. According to iiMedia Research, Internet users have a high acceptance of private area operations, with only 7.6% of respondents expressing disgust; 40.8% of respondents enter the private domain of marketers because they can enjoy preferential rights and interests; 44.4% of respondents believe that private area operations promote their consumption. iiMedia Consulting Analysts believe that under the normal situation of high cost of online customer acquisition, private domain user operation will become the mainstream, and high-quality private domain operation can bring benefits to many parties, but all parties concerned should also guard against illegal elements using private domain user for black profits.

本报告研究涉及企业\品牌\案例：微信，QQ，微博，陌陌，探探，抖音，全民K歌，豆瓣，知乎，贴吧，珍爱网，钉钉，脉脉，领英，Keep,Soul, 多闪,马桶MT,聊天宝,YY,Real如我，快手，积目，纸条，出去玩，职声，恋爱圈，秀蛋，点心，SUGAR苏格，相亲交友，薄荷运动，绿洲，ZAO，知乎，糖豆

随着技术与文化的变迁，人们的社交需求逐渐趋于个性化、多样化、开放化，以“双微”为代表的成熟社交产品已无法满足移动社交用户日益变化的新需求，移动社交产品的长尾效应进一步凸显。iiMedia Research（艾媒咨询）数据显示，仅有57.6%的受访网民偏好纯熟人社交；视频社交方式成为继文字、图片之后，网民最偏好的社交方式；44.3%的受访网民表示可以接受社交产品电商行为。虽然目前微信的社交关系链庞大且稳固，用户对微信的依赖程度也较高，但过载的人际关系、冗杂的产品功能、浓厚的营销风气、泛滥的内容信息让用户背负越来越重的社交成本，其中过度营销和信息泛滥更是成为众矢之的。艾媒咨询分析师认为，在移动社交市场濒临变革的重要窗口期，微信更应重视内部产品的革新需求。

With the changes of technology and culture, people's social needs gradually become more personalized, diversified and open. Mature social products represented by WeChat and Weibo can no longer meet the ever-changing new demands of mobile social users. Mobile social products The long tail effect is further highlighted. According to iiMedia Research, only 57.6% of the Internet users surveyed prefer the social interaction of the acquaintances; the video social mode becomes the most preferred social mode for netizens after the text and pictures; 44.3% of the netizens surveyed said they can accept the social Product e-commerce behavior. Although WeChat's social relationship chain is huge and stable, and users rely heavily on Wechat, but overloaded interpersonal relationships, redundant product features, strong marketing ethos, and flooding of content information make users bear more and more social costs, over-marketing and information flooding have become the target of public criticism. iiMedia Consulting analysts believe that the mobile social market is on the verge of change, WeChat should pay more attention to the innovation needs of internal products.

本报告研究涉及企业/品牌/案例：微信，微博，QQ,支付宝，顺丰，EMS,云集，洋葱Omall，UPS

2018年三季度腾讯社交、游戏业务增速分别放缓至31%和35%，艾媒北极星监测数据显示，微信和QQ2018年9月月活跃用户数环比增幅分别下降0.84%和2.06%。随着5G和AI等技术的兴起，在发展B端方面腾讯面临社交工具变革、B端资源不足、管理层的“中年危机”、等多重危机。同时，腾讯在小程序、数字内容、游戏等方面存在诸多机遇。

In terms of main business, due to the Internet dividend peaking and version number factor, Tencent's online game revenue growth slowed down. In the first three quarters of 2018, the ratio of online game revenue to total revenue dropped to 35%, and the growth rate slowed by 13%, but it remained the largest revenue source. Online advertising continued to improve steadily, with an annual growth rate of 46.07%. At the same time, Tencent's organizational structure has been adjusted to six major business groups, To B business will be the focus of future.

本报告研究涉及企业/品牌包括:白鹭科技、雅基软件、搜游网络、泡泡游戏、勇往科技、西米游戏、腾讯游戏、网易游戏、完美世界、金山逍遥、盛大游戏、空中网、世纪天成、畅游、巨人网络、蜗牛游戏、多玩游戏网、新浪游戏、游久网、太平洋游戏网

中国游戏市场繁荣发展，2018年其实际销售收入接近2150亿元，约占全球的27.48%。同时，随着微信等社交应用的高度普及，移动化、轻度化小程序游戏开始成为中国游戏产业的新动力。iiMedia Reserach（艾媒咨询）大数据监测显示，作为微信小程序的头部应用，小游戏数量超过7000个，日活用户数量达到1亿，人均日使用市场为13分钟。随着5G技术的发展和小游戏市场的成熟，其规模还将不断扩大。

revenue approaching 215 billion yuan in 2018, accounting for about 27.48% of the world's. At the same time, with the high popularity of social applications such as WeChat, Mobile, mildly small program games began to become the new driving force of China's gaming industry. Iimedia reserach (Media Consulting) Big data monitoring shows that as the head of WeChat program, the number of small games more than 7,000, the number of live users reached 100 million, the daily use of the market for 13 minutes. At present, the small game industry has explored a mature industrial chain, business model covers the prop shopping, advertising, e-commerce and other aspects. However, the small game industry as a whole there are weak stickiness, serious homogenization and low maturity of profit model problems. iiMedia Research monitoring found that the future of the small game industry has a number of development trends such as medium and heavy game entry market, advertising market expansion, 5G technology guidance form change and so on.

2018年12月，盒马鲜生因“拒收现金”被央行约谈。iiMedia Research(艾媒咨询)数据显示，预计2019年中国移动支付用户将超7亿人，中国移动支付交易规模将持续增长。在移动支付普及的情况下，部分商家“拒收现金”问题凸显。过半受访网民外出仍选择携带少量现金，银行卡绑定、支付平台操作成60后移动支付使用重要门槛。

As the data of iiMedia Research showed, it is estimated that China Mobile will have more than 700 million mobile payment users in 2019, and the scale of China Mobile payment transactions will continue to grow. In the case of the popularity of mobile payments, the problem of “rejecting cash” by some merchants is highlighted. More than half of the Internet users surveyed still choose to carry a small amount of cash, bank card binding, payment platform operation intoPost-60s mobile payment use important threshold.

教育部数据显示，2017年中国高等教育在校生人数达到3968.9万人，从2013年至今连续5年保持增长。而网络制式变迁和移动互联网发展，使影音、游戏等休闲娱乐类APP在校园市场有广阔的发展空间，各互联网企业也加强关于大学生群体的布局。iiMedia Research(艾媒咨询)数据显示，大学生最喜欢使用社交和休闲娱乐类APP，其中98.9%的大学生有安装音乐类APP。

2018年，小程序在经过不间断的迭代、完善后迎来巨大发展契机。从微信小程序到百度小程序到支付宝小程序再到今日头条小程序，互联网巨头相继布局小程序，打造其小程序发展生态圈。iiMediaResearch(艾媒咨询)数据显示，2018年小程序用户将迅速增长，用户规模预计超4亿人。在移动互联网持续发展的浪潮中，小程序将发挥长尾效应，取得长足发展。