2018417_艾瑞咨询_2018年中国知识营销白皮书——以知乎为例（38页）.pdf
20182 iResearch Inc SMS3 1 2 3 44 iResearch Inc 55%PC 2017 CNNIC 2017 4.2 5.0 5.6 6.2 7.0 7.5 7.9 8.2 8.4 8.6 5.6 6.2 6.5 6.9 7.3 7.7 8.0 8.3 8.5 8.6 18.1%19.1%11.4%11.3%12.1%8.3%5.2%4.1%2.4%2.0%9.9%9.6%5.0%6.0%5.9%5.6%3.9%3.2%2.1%1.9%2012 2013 2014 2015 2016 2017 2018e 2019e 2020e 2021e2012-2021%5 iResearch Inc iResearch Inc 676.9785.72017.2 2018.2mUserTracker-2017 2 2018 2 APP 2017 2 APP 2018 2 16.1%APP TOP100 APP 83%iUserTracker.2018.2 400 1 mUserTracker.2018.2 400 1 83.8%83.4%2017.2 2018.2mUserTracker-2017 2 2018 2 APP TOP100 TOP100 APP%6 iResearch Inc 7 iResearch Inc 8.4%14.2%12.3%8.2%10.1%18.0%18.4%5.6%4.7%5.2%12.5%8.0%6.0%9.2%16.6%22.4%11.7%8.5%0%5%10%15%20%25%500 501-1000 1001-1500 1501-2000 2001-3000 3001-5000 5001-8000 8000 2012 2017 2012%2017%2012 2017 5000 20%6373.2 8646.4 35.7%CNNIC2017 5000 20%8 iResearch Inc KOL KOL KOL 9 1 2 3 410 iResearch Inc 4127299916271398912102780632553744107249920861451123811214470100020003000400050006000 2013-2017 2013 2014 2015 2016 2017 2013 2017 11 iResearch Inc 70%64.4%70.0%64.4%25.0%22.4%15.5%12.7%/2017 12 iResearch Inc iResearch Inc 77.7%74.2%27.6%50.1%22.3%2017 74.2%50.8%47.3%12.0%2017 13 iResearch Inc UGC FM Quora 14 iResearch Inc 2017 2017 12 1.4 6087 73.7%FM mUserTracker.2017.12 400 1 0.8 0.9 0.9 1.0 1.1 1.1 1.2 1.3 1.3 1.3 1.4 1.4 5.9%6.0%6.2%11.2%3.2%7.8%5.1%0.3%1.4%5.8%4.0%17.1 17.2 17.3 17.4 17.5 17.6 17.7 17.8 17.9 17.10 17.11 17.12mUserTracker-2017 1-12%15 iResearch Inc iResearch Inc 2017 2199.4 4286.5 94.9%73.7%5366 11354 111.6%mUserTracker.2017.12 400 1 mUserTracker.2017.12 400 1 2199.4 4286.5 2017.1 2017.12mUserTracker-2017 1 12 5366.011354.02017.1 2017.12mUserTracker-2017 1 12 16 1 2 3 417 iResearch Inc 2018 4970.7 2020 7600 2017 1.2.537.7 1105.2 1546.0 2184.5 2902.2 3828.7 4970.7 6214.6 7651.8 43.0%39.9%41.3%32.9%31.9%29.8%25.0%23.1%2011 2013 2014 2015 2016e 2017e 2018e 2019e 2020e2011-2020%1.0 2.0 3.0 201618 iResearch Inc 1 2 19 iResearch Inc PC APP KOL 20 iResearch Inc SICAS SICAS Connect&Communicate Interest Interactive Action Share Sense SICAS 21 iResearch Inc Live Live 3700 Live Club 22 iResearch Inc/Live 23 iResearch Inc 1 2 3 4 24 iResearch Inc Raymond Wang zilch.105k 73k windleavez/573k 131k/200k 619k/151k 75k zilchACG/39k 17k 149 328k 147 45654 26840 50k 16 306k 4031 13838 90 152k 130 221k Raymond Wang 1734 493k CEO keso/35k 319k 25 iResearch Inc 80.1%20.4%TGI TGI=/*100 392 2017 7 iClick N=2938 CNNIC TGI Target Group Index()TGI 100 4.8%15.1%64.5%15.6%80.1%TGI=392 TGI=/*100 26 iResearch Inc 1 2 3 27 iResearch Inc*QQ 28 iResearch Inc UGC 25 2300 Python DNA TOEFLIELTS iOS Android B2C B2B 29 iResearch Inc 6000 23+30 1 2 3 431 iResearch Inc 3C 3C SK-II 3C32 iResearch Inc x 722.4+36.9+5.11%44.7+3244+647+x 2017 8 29-9 5 2017 9 22-9 28 33 iResearch Inc x 54 54 113,077,457 921,441 86%4,443 867 GIF 54 54 x 34 iResearch Inc x 119W 4499 127+10192 495+70+2017.07.19 2017.07.20 x 35 iResearch Inc x+35,238,319 1,463,562 147W 8,263 186 x 36 Keep Learning 400-026-2099 37
