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　　《古代有沒(méi)有身份證？》、擬人化的動(dòng)物“說(shuō)唱”故事、450分鐘的《紅樓夢(mèng)》深度解析……近年短視頻平臺(tái)不斷涌現(xiàn)知識(shí)類內(nèi)容的現(xiàn)象級(jí)爆款。是什么讓嚴(yán)肅知識(shí)、超長(zhǎng)內(nèi)容受到網(wǎng)友喜愛(ài)與平臺(tái)青睞？知識(shí)類內(nèi)容為什么可以讓短視頻從碎片化觀看的“零食”，變?yōu)榇蟊娪脩臬@取知識(shí)不可或缺的“正餐”與睡前“讀物”？
　　In recent years, short video platforms have continuously seen the emergence of phenomenon level explosive content such as "Did Ancient People Have ID Cards?", anthropomorphic animal "rap" stories, and a 450 minute in-depth analysis of "Dream of the Red Chamber". What makes serious knowledge and lengthy content popular among netizens and platforms? Why can knowledge-based content transform short videos from fragmented "snacks" to essential "meals" and bedtime "readings" for mass users to acquire knowledge?
　　嚴(yán)肅知識(shí)的短視頻“轉(zhuǎn)譯”
　　Translation of Serious Knowledge Short Videos
　　知識(shí)類創(chuàng)作者通常選擇提取知識(shí)的核心元素，與歷史演義、志怪、傳奇、愛(ài)情、奇幻、懸疑等社交媒體流行元素相結(jié)合，來(lái)消解知識(shí)本身的晦澀、艱深、沉悶與枯燥。以“混知”為例，其科普短視頻并未直接復(fù)述歷史、白描人物、灌輸常識(shí)或文化，而是通過(guò)漫畫(huà)巧妙編織出一個(gè)個(gè)風(fēng)趣的故事。這種幽默的轉(zhuǎn)譯方式，既保留了科普知識(shí)的骨干內(nèi)核，又借助發(fā)問(wèn)-回答等成熟的敘事框架，提高了作品的辨識(shí)度、降低了用戶的認(rèn)知門(mén)檻，使得歷史文化在現(xiàn)代語(yǔ)境下煥發(fā)新生。
　　Knowledge creators usually choose to extract the core elements of knowledge and combine them with popular social media elements such as historical fiction, supernatural tales, legends, love, fantasy, suspense, etc., to dissolve the obscurity, difficulty, dullness, and boredom of knowledge itself. Taking "Hunzhi" as an example, its popular science short videos do not directly retell history, depict characters, or instill common sense or culture, but cleverly weave humorous stories through comics. This humorous translation method not only retains the core of popular science knowledge, but also utilizes mature narrative frameworks such as question answer to improve the recognition of the work and lower the cognitive threshold of users, making historical culture rejuvenated in the modern context.
　　人文關(guān)懷與時(shí)代精神的短視頻“結(jié)合” ?
　　The integration of humanistic care and the spirit of the times in short videos?
　　這里的“人”，既是短視頻的創(chuàng)作者，也是短視頻中的核心人物或擬人化對(duì)象。創(chuàng)作者方面，比如出彩具個(gè)人風(fēng)格的科普博主“無(wú)窮小亮”?！拌b定一下網(wǎng)絡(luò)熱門(mén)生物”，這句開(kāi)場(chǎng)白，讓數(shù)以千萬(wàn)計(jì)的粉絲沉迷于“無(wú)窮小亮”的博物世界中，上到天文地理，下到昆蟲(chóng)花草，作者用幽默段子和硬核知識(shí)，讓觀眾收獲科普的快樂(lè)，也讓隱匿在網(wǎng)絡(luò)世界的謠言和偽科學(xué)無(wú)處遁形。
　　The 'person' here refers to both the creator of the short video and the core character or personified object in the short video. In terms of creators, such as the highly individualistic science blogger 'Infinite Little Liang'. The opening line of "Identify the popular creatures on the internet" has captivated millions of fans in the world of "infinite brilliance" museums, from astronomy and geography to insects and flowers. The author uses humorous jokes and hardcore knowledge to bring joy to the audience's science popularization, and also to expose the rumors and pseudoscience hidden in the online world.
　　短視頻核心“人物”方面，例如，各式各樣的動(dòng)物是科普博主“南溪以南”作品里擬人化的絕對(duì)主角。這些動(dòng)物擁有自己視角寫(xiě)就的故事，其喜怒哀樂(lè)、堅(jiān)強(qiáng)、彷徨與成長(zhǎng)，都成為短視頻里節(jié)奏明快的說(shuō)唱。該動(dòng)物說(shuō)唱科普系列短視頻在抖音已有超過(guò)2.4億播放量，也為博主帶來(lái)90多萬(wàn)粉絲。
　　In terms of the core "characters" in short videos, for example, various animals are the absolute protagonists personified in the popular science blogger "South of Nanxi". These animals have stories written from their own perspectives, with their joys, sorrows, sorrows, strength, confusion, and growth all becoming fast-paced rap in short videos. The short videos of the animal rap science popularization series have been played more than 240 million times in Tiktok, and have also brought more than 900000 fans to the blogger.
　　碎片化與微觀化的短視頻“契合” ?
　　Does fragmented and microscopic short video "fit"?
　　短視頻的碎片化傳播特性，不適合宏大、深刻、邏輯性強(qiáng)的內(nèi)容敘事，卻很符合需要微觀解讀的知識(shí)類內(nèi)容。微觀敘事有利于收縮龐雜的知識(shí)體系與規(guī)模，善于從個(gè)案細(xì)節(jié)、個(gè)體視角與生活體驗(yàn)出發(fā)，跨越學(xué)科界限，揭示宏觀的歷史結(jié)構(gòu)、展現(xiàn)廣闊的人文視野，非常適合移動(dòng)互聯(lián)網(wǎng)環(huán)境下用戶的信息接收與認(rèn)知習(xí)慣。近年來(lái)，文博考古熱、地理博物熱拉動(dòng)了歷史人文類短視頻的流量。其中優(yōu)良內(nèi)容常采用微觀紀(jì)實(shí)手法，關(guān)注不同文化背景下普通民眾的日常生活與精神世界，強(qiáng)調(diào)通過(guò)個(gè)案觀察，用一個(gè)個(gè)“碎片化”故事重構(gòu)社會(huì)文化網(wǎng)絡(luò)、拼接世界人文地圖。例如，“冒險(xiǎn)雷探長(zhǎng)”在長(zhǎng)達(dá)十余年的更新中，采用第一人稱視角、平民化敘事語(yǔ)言，寓知識(shí)于微觀紀(jì)實(shí)之中，將全球無(wú)數(shù)地理人文坐標(biāo)連綴成片，收獲了數(shù)十億累計(jì)播放量與上千萬(wàn)全球粉絲。
　　The fragmented dissemination characteristics of short videos are not suitable for grand, profound, and logically strong content narratives, but they are very suitable for knowledge-based content that requires micro interpretation. Micro narrative is conducive to shrinking the complex knowledge system and scale, and is good at starting from the details of individual cases, individual perspectives and life experiences, crossing disciplinary boundaries, revealing the macro historical structure, showing a broad humanistic vision, especially suitable for the information reception and cognitive habits of users in the mobile Internet environment. In recent years, the popularity of cultural, archaeological, and geographical museums has driven the flow of historical and cultural short videos. High quality content often adopts micro documentary techniques, focusing on the daily lives and spiritual world of ordinary people from different cultural backgrounds, emphasizing the reconstruction of social and cultural networks and the stitching of world cultural maps through case observations and fragmented stories. For example, "Adventure Detective Lei" has been updated for over a decade, adopting a first person perspective and a populist narrative language, integrating knowledge into micro level documentary, linking countless geographical and cultural coordinates around the world into a film, and gaining billions of cumulative views and millions of global fans.
　　系列化與超長(zhǎng)化的短視頻“整合”
　　Integration of serialized and ultra long short videos
　　成系列、分門(mén)別類地講述知識(shí)，不僅培養(yǎng)了穩(wěn)定的受眾群，也成功塑造了以“無(wú)窮小亮”為代表的一大批知識(shí)內(nèi)容IP，有效拓展了知識(shí)類內(nèi)容的寬度與邊界。而超長(zhǎng)化則在不斷延伸知識(shí)的縱深與厚度?！翱茖W(xué)認(rèn)識(shí)論”用一條歷時(shí)2年制作、長(zhǎng)達(dá)333分鐘的視頻，梳理了過(guò)去100年的現(xiàn)代物理學(xué)知識(shí)體系，引發(fā)網(wǎng)友展開(kāi)“完整觀看”的監(jiān)督打卡。除了科學(xué)、歷史、文學(xué)，國(guó)際政治、財(cái)經(jīng)、法律等不同專業(yè)知識(shí)領(lǐng)域，都涌現(xiàn)了現(xiàn)象級(jí)內(nèi)容，標(biāo)志著知識(shí)類視頻的超長(zhǎng)化發(fā)展趨勢(shì)。很多高校也以“公開(kāi)課”的形式推出多學(xué)科超長(zhǎng)內(nèi)容，引發(fā)網(wǎng)友“蹭課”熱。優(yōu)良的超長(zhǎng)知識(shí)作品層出不窮，相關(guān)創(chuàng)作者在短時(shí)間內(nèi)得以快速漲粉，從一眾博主中表現(xiàn)突出，成為新晉“大網(wǎng)紅”。
　　Telling knowledge in series and categories not only cultivates a stable audience, but also successfully shapes a large number of knowledge content IPs represented by "infinite brightness", effectively expanding the width and boundaries of knowledge content. And ultra long is constantly extending the depth and thickness of knowledge. The "Scientific Epistemology" video, which took 2 years to produce and lasted for 333 minutes, sorted out the modern physics knowledge system of the past 100 years, triggering netizens to launch a "complete viewing" supervision check-in. In addition to science, history, literature, and other specialized fields such as international politics, finance, and law, phenomenon level content has emerged, marking the trend of ultra long development of knowledge-based videos. Many universities have also launched interdisciplinary and ultra long content in the form of "open courses", which has sparked a craze among netizens for "taking advantage of classes". High quality and lengthy knowledge works are constantly emerging, and related creators can quickly gain followers in a short period of time, stand out from a group of bloggers, and become new "big internet celebrities".
　　優(yōu)良內(nèi)容的垂類知識(shí)產(chǎn)品“聚合”
　　Aggregation of high-quality vertical knowledge products
　　平臺(tái)通過(guò)強(qiáng)化算法推薦與產(chǎn)品運(yùn)營(yíng)，在知識(shí)類內(nèi)容之間、創(chuàng)作者與用戶之間均建立起更加合理的連接，從而得到畫(huà)像更為清晰的用戶群體，推出了知識(shí)類獨(dú)立應(yīng)用與產(chǎn)品，鎖定更加垂直的消費(fèi)者圈層，形成從知識(shí)生產(chǎn)到用戶消費(fèi)的成熟商業(yè)模式。在以知識(shí)類為代表的視頻內(nèi)容精品化、系列化、超長(zhǎng)化發(fā)展趨勢(shì)下，抖音篩選、“打包”平臺(tái)上的優(yōu)良中長(zhǎng)視頻，于2023年3月推出獨(dú)立應(yīng)用產(chǎn)品“青桃”，半年后更名“抖音精選”。抖音精選的內(nèi)容時(shí)長(zhǎng)普遍長(zhǎng)于抖音的短視頻，通過(guò)對(duì)主站內(nèi)容的二次編輯與搬運(yùn)，強(qiáng)化專業(yè)性知識(shí)、系統(tǒng)性講解、多案例解析、深度訪談等內(nèi)容類型，視頻結(jié)構(gòu)更加完整、信息密度更高。同時(shí)，對(duì)主站用戶加大算法推薦，為該產(chǎn)品引流。經(jīng)過(guò)兩年發(fā)展，據(jù)QuestMobile數(shù)據(jù)顯示，2025年3月抖音精選月活用戶規(guī)模已達(dá)1882.7萬(wàn)、同比增長(zhǎng)150%，月人均使用時(shí)長(zhǎng)達(dá)9.77個(gè)小時(shí)、同比增長(zhǎng)超過(guò)380%。除了獨(dú)立應(yīng)用，平臺(tái)還積出彩打造契合自身調(diào)性的知識(shí)類短視頻品牌，致力于以知識(shí)品牌為拳頭產(chǎn)品，構(gòu)建平臺(tái)整體的精品內(nèi)容生態(tài)。其中，快手推出的“快手新知”，不局限于“艱深”的學(xué)科知識(shí)或?qū)I(yè)領(lǐng)域，而是面向快手“老鐵們”，重在傳遞源于生活的經(jīng)驗(yàn)、智慧和技能，讓以往束之高閣的知識(shí)走入煙火人間，讓短視頻成為一本回答生活的百科全書(shū)。
　　The platform strengthens algorithm recommendations and product operations to establish more precise connections between knowledge-based content and creators and users, resulting in a clearer user profile. It has launched independent knowledge-based applications and products, targeting a more vertical consumer circle and forming a mature business model from knowledge production to user consumption. Under the development trend of high-quality, serialized and super long video content represented by the knowledge category, high-quality medium and long videos on the Tiktok screening and "packaging" platform will be launched in March 2023 with the independent application product "Qingtao", which will be renamed "Tiktok Selection" six months later. The selected content of Tiktok is generally longer than the short video of Tiktok. Through the secondary editing and handling of the content of the main station, professional knowledge, systematic explanation, multi case analysis, in-depth interviews and other content types are strengthened, and the video structure is more complete and the information density is higher. At the same time, increase algorithm recommendations for main site users to attract traffic to the product. After two years of development, according to QuestMobile data, in March 2025, the number of Tiktok selected monthly active users has reached 18.827 million, with a year-on-year growth of 150%, and the monthly per capita use time has reached 9.77 hours, with a year-on-year growth of more than 380%. In addition to independent applications, the platform also actively creates knowledge-based short video brands that fit its own tone, committed to using knowledge brands as flagship products and building a high-quality content ecosystem for the platform as a whole. Among them, the "Kwai New Knowledge" launched by Kwai is not limited to "difficult" disciplinary knowledge or professional fields, but is aimed at Kwai "old irons", focusing on delivering experience, wisdom and skills derived from life, so that the previously shelved knowledge can enter the pyrotechnic world, and short videos can become an encyclopedia to answer life.
　　扶持優(yōu)良作者，繁榮創(chuàng)作生態(tài)?
　　Supporting high-quality authors and promoting a thriving creative ecosystem?

　　短視頻平臺(tái)從知識(shí)類內(nèi)容創(chuàng)作源頭著手，通過(guò)流量扶持、現(xiàn)金激勵(lì)、創(chuàng)作者服務(wù)提升、創(chuàng)作環(huán)境優(yōu)化等舉措，推動(dòng)知識(shí)類內(nèi)容向精品化、專業(yè)化、系列化方向有序發(fā)展。第一，重視對(duì)創(chuàng)作者的培育與扶持。平臺(tái)加大對(duì)優(yōu)良知識(shí)類創(chuàng)作者的傳播與運(yùn)營(yíng)資源投入力度，提供專屬流量、跨站產(chǎn)品與跨界IP開(kāi)發(fā)、個(gè)性化熱點(diǎn)打造等定制化服務(wù)。如抖音打造了包括作者成長(zhǎng)、創(chuàng)作變現(xiàn)、出版計(jì)劃等方面在內(nèi)的作者服務(wù)專項(xiàng)體系，全年深度服務(wù)1000位優(yōu)良作者。其中，聚焦“自然科普、前沿科技、人文社科、名校名課”四大垂直領(lǐng)域，發(fā)布“知識(shí)創(chuàng)作砥礪”專項(xiàng)扶持計(jì)劃。在IP開(kāi)發(fā)方面，平臺(tái)推動(dòng)好的知識(shí)類視頻跨界成為好書(shū)籍。2025年4月，抖音推出“精選創(chuàng)作者出版計(jì)劃”，將聯(lián)合超20家出版機(jī)構(gòu)，為100位抖音精選創(chuàng)作者提供出版機(jī)會(huì)。
　　Short video platforms start from the source of knowledge content creation, and promote the orderly development of knowledge content towards quality, specialization, and serialization through measures such as traffic support, cash incentives, creator service improvement, and creation environment optimization. Firstly, attach importance to the cultivation and support of creators. The platform will increase its investment in the dissemination and operation resources of high-quality knowledge creators, providing customized services such as exclusive traffic, cross site product and cross-border IP development, and personalized hotspot creation. For example, Tiktok has created a special system of author services, including author growth, creative realization, publishing plans, and so on, serving 1000 high-quality authors in depth throughout the year. Among them, focusing on the four vertical fields of "natural science popularization, cutting-edge technology, humanities and social sciences, and famous courses of prestigious universities", a special support plan for "knowledge creation and refinement" has been released. In terms of IP development, the platform promotes good knowledge-based videos to cross over into good books. In April 2025, Tiktok launched the "Selected Creator Publishing Plan", which will unite with more than 20 publishing institutions to provide publishing opportunities for 100 selected Tiktok creators.
　　第二，重視打造更好的創(chuàng)作環(huán)境。一方面，平臺(tái)持續(xù)開(kāi)發(fā)知識(shí)產(chǎn)品功能、升級(jí)制作技術(shù)，增強(qiáng)內(nèi)容的專業(yè)度，豐富知識(shí)類內(nèi)容的表達(dá)形式。在知識(shí)類短視頻創(chuàng)作中，人文地理科普類內(nèi)容常需要運(yùn)用地圖、動(dòng)畫(huà)等元素。面向這類作者，平臺(tái)提供了便捷的地圖軌跡制作工具，包括導(dǎo)入地圖截圖、添加軌跡標(biāo)記、插入注釋文本、摳像、增加動(dòng)畫(huà)效果等系列功能，解決了創(chuàng)作者內(nèi)容專業(yè)性與可視化難以兼顧的痛點(diǎn)。另一方面，平臺(tái)加強(qiáng)行業(yè)合作，聯(lián)動(dòng)媒體、綜藝內(nèi)容、名人等資源，打通知識(shí)生產(chǎn)整體場(chǎng)域，不斷延伸、拓展知識(shí)邊界，正在打造滿足專業(yè)用戶群體學(xué)術(shù)興趣、啟迪大眾求知探索熱忱的“線上圖書(shū)館”。
　　Secondly, attach importance to creating a better creative environment. On the one hand, the platform continues to develop knowledge product functions, upgrade production technology, enhance the professionalism of content, and enrich the expression forms of knowledge content. In the creation of knowledge-based short videos, popular science content on human geography often requires the use of elements such as maps and animations. For this type of author, the platform provides convenient map trajectory creation tools, including importing map screenshots, adding trajectory markers, inserting annotated text, cropping, adding animation effects, and a series of other functions, solving the pain points of creators who find it difficult to balance content professionalism and visualization. On the other hand, the platform strengthens industry cooperation, links media, variety show content, celebrities and other resources, connects the overall field of knowledge production, continuously extends and expands knowledge boundaries, and is creating an "online library" that meets the academic interests of professional user groups and inspires the public's enthusiasm for seeking knowledge and exploration.
　　增加用戶黏性，培育知識(shí)社區(qū)氛圍 ?
　　Increase user stickiness and cultivate a knowledge community atmosphere?
　　圍繞知識(shí)類內(nèi)容，平臺(tái)積出彩打造垂類知識(shí)學(xué)習(xí)興趣社區(qū)，讓創(chuàng)作者與用戶實(shí)現(xiàn)雙向奔赴。通過(guò)合理推薦、圈定目標(biāo)用戶，加強(qiáng)線上互動(dòng)、線下活動(dòng)運(yùn)營(yíng)，營(yíng)造平等、舒適、愉快的學(xué)習(xí)交流氛圍。如開(kāi)發(fā)超長(zhǎng)視頻“通勤聽(tīng)”“睡前聽(tīng)”“緩存視頻”等功能，豐富“彈幕”“一起看視頻”“建群分享”等互動(dòng)模式，進(jìn)一步擴(kuò)展知識(shí)類內(nèi)容產(chǎn)品適用場(chǎng)景，滿足不同情境下用戶對(duì)深度內(nèi)容的差異化需求。除了活躍的彈幕互動(dòng)，網(wǎng)友們競(jìng)相在超長(zhǎng)知識(shí)短視頻評(píng)論區(qū)曬出自己的讀書(shū)筆記、拍攝的見(jiàn)聞?wù)掌皩W(xué)習(xí)打卡”“調(diào)研填答”成為常見(jiàn)的“高樓層”交流形式。在線下，常有中小學(xué)教師將知識(shí)達(dá)人們創(chuàng)作的優(yōu)良內(nèi)容帶入孩子們的課堂，“知識(shí)作者開(kāi)放麥”等多樣化的面對(duì)面交流活動(dòng)則拉近了創(chuàng)作者與用戶的距離。這些良性的互動(dòng)構(gòu)成了日益活躍的知識(shí)社區(qū)氛圍，既讓知識(shí)類視頻的力量照亮用戶的現(xiàn)實(shí)生活，也為創(chuàng)作者提供了新的選題思路與制作形式，促使優(yōu)秀內(nèi)容被持續(xù)供應(yīng)地創(chuàng)作生產(chǎn)出來(lái)。
　　Around knowledge-based content, the platform actively creates vertical knowledge learning interest communities, allowing creators and users to achieve two-way communication. By accurately recommending and targeting users, strengthening online interaction and offline activity operations, we aim to create an equal, comfortable, and enjoyable learning and communication atmosphere. Developing features such as "commuting listening", "bedtime listening", and "cached videos" for ultra long videos, enriching interactive modes such as "bullet comments", "watching videos together", and "group sharing", further expanding the applicability of knowledge-based content products, and meeting the differentiated needs of users for deep content in different contexts. In addition to active barrage interactions, netizens compete to share their reading notes and photos of their observations in the comments section of ultra long knowledge short videos, and "study check-in" and "research and answer filling" have become common forms of "high-rise" communication. Offline, primary and secondary school teachers often bring high-quality content created by knowledgeable individuals into children's classrooms. Diversified face-to-face communication activities such as "Knowledge Author Open Mic" have brought creators and users closer together. These positive interactions constitute an increasingly active knowledge community atmosphere, which not only illuminates users' real lives with the power of knowledge-based videos, but also provides creators with new topic selection ideas and production forms, promoting the continuous creation and production of excellent content.
　　“知識(shí)+”商業(yè)模式探索 ?
　　Exploring the "knowledge+" business model?
　　平臺(tái)著眼于構(gòu)建泛視頻化內(nèi)容生態(tài)的整體布局，以知識(shí)類優(yōu)良創(chuàng)作者為核心資源、知識(shí)精品內(nèi)容為頭部產(chǎn)品，加大商業(yè)化扶持力度，通過(guò)知識(shí)付費(fèi)、電商、品牌定制、文旅推介等多元模式，廣泛對(duì)接創(chuàng)作者及其制作運(yùn)營(yíng)機(jī)構(gòu)、MCN機(jī)構(gòu)、用戶/消費(fèi)者、各類應(yīng)用與消費(fèi)場(chǎng)景，涵養(yǎng)泛知識(shí)消費(fèi)群體與內(nèi)容生態(tài)，核心解決知識(shí)類視頻“叫好不叫座”的痛點(diǎn)，為內(nèi)容變現(xiàn)閉環(huán)提供了新范式。例如，平臺(tái)為有潛力的知識(shí)類內(nèi)容提供專門(mén)的官方運(yùn)營(yíng)，通過(guò)選題對(duì)接、內(nèi)容整合與包裝、規(guī)則答疑等，進(jìn)行“售前”的專業(yè)運(yùn)營(yíng)支持。又如，抖音聯(lián)合知識(shí)類達(dá)人、地方文旅，共同打造文化地標(biāo)項(xiàng)目，通過(guò)視頻創(chuàng)意策劃、共創(chuàng)直播等方式，貫通“讀萬(wàn)卷書(shū)”與“行萬(wàn)里路”，助力人文知識(shí)垂類破圈傳播，實(shí)現(xiàn)知識(shí)內(nèi)容與文旅消費(fèi)雙贏。
　　The platform focuses on building an overall layout of a pan video content ecosystem, with high-quality knowledge-based creators as the core resources and high-quality knowledge-based content as the top products. It increases commercial support and extensively connects creators and their production and operation agencies, MCN agencies, users/consumers, various applications and consumption scenarios through various models such as knowledge payment, e-commerce, brand customization, and cultural tourism promotion. It cultivates a pan knowledge consumer group and content ecology, focuses on solving the pain point of "popular but not popular" for knowledge-based videos, and provides a new paradigm for the closed-loop realization of content. For example, the platform provides dedicated official operations for potential knowledge-based content, providing professional pre-sales operational support through topic matching, content integration and packaging, rule answering, and other means. For another example, Tiktok, together with knowledge experts and local cultural tourism, has jointly built a cultural landmark project. Through video creative planning, co creating live broadcast and other ways, it has connected "reading thousands of books" and "traveling thousands of miles", helped to break the circle of vertical dissemination of humanistic knowledge, and achieved win-win results in knowledge content and cultural tourism consumption.