[目的/意义]知识付费平台从知识付费转向知识服务为主，知识付费平台如何阐述知识服务相关概念，成为知识服务领域予以关注的新问题，为知识服务领域增添了新的研究视角。[方法/过程]采用模因理论，通过MAXQDA2020对知识付费平台管理运营者话语资料进行分析，提取元模因。采用质性研究法构建基于模因的知识付费平台知识服务话语体系模型，并对其包含的模因进行实践验证。[结果/结论]研究发现知识付费平台的知识服务话语体系包含知识付费平台、社会背景、用户、知识产品、服务、话语传播途径、问题7个模因，7个模因共包含26个子模因，模因之间互相关联。知识付费平台将知识付费替换为知识服务、教育，强调用户、优质内容、产品交付、场景化，且他们彼此间存在相关关系。通过与图书馆知识服务比较，发现两者都强调场景化和新技术的使用，但知识服务营销和传播效果存在差异，可能对知识服务生态带来冲击。

[Purpose/Significance] The knowledge payment platform has changed from the knowledge payment to the knowledge service. How the knowledge payment platform elaborates the related concepts of knowledge service has become a new problem that the knowledge service domain pays close attention to, it adds a new research perspective to the field of knowledge service. [Method/Process] Using the memetics, MAXQDA2020 was used to analyze the managers' discourse data of the knowledge-based pay platform and extract the meta-memes. This paper uses qualitative research method to construct a model of knowledge service discourse system based on memes, and tests the memes in the model. [Results/Conclusion] There are seven memes in the discourse system of knowledge service of knowledge payment platform, including knowledge payment platform, social background, users, knowledge products, services, communication channels and problems, the seven memes consist of 26 sub-memes, which are related to each other. The knowledge payment platform replaces knowledge payment with knowledge service and education, emphasizing users, high-quality content, product delivery and scenario, and they are related to each other. By comparing with the knowledge service of library, we find that both of them emphasize the use of scene and new technology, but there are differences in the description of discourse system and the way of communication.