Research On Knowledge Marketing Of The Zhihu Platform

With the continuous development of information technology,the continuous improvement of the overall cognitive level of the society,and the constant changes in the marketing environment,the marketing concept is also facing a new upgrade.In the era of knowledge economy,traditional marketing methods have become somewhat weak,unable to adapt to the fierce competition and homogenization of the serious market environment.Knowledge marketing is an emerging marketing strategy born in this context.From the perspective of knowledge marketing to the public,its related theoretical results and practical cases are increasing,and it has received wide attention from the public.At the same time,people's quality of life and cognitive level have also made great progress,demand-side consumption has escalated,and new consumption concepts and behavioral evolution have emerged.In the case of fragmentation of knowledge and homogenization,people have depth The demand for value content has reached an unprecedented level,and knowledge marketing has thus room for talent.Known as a social network Q&A knowledge platform,Zhihu born at the end of2010,it aims to share knowledge and connect users from all walks of life.The knowledge,experience and insights of users are fully shared on the platform.Since its inception,it has been constantly exploring its own development path,from native advertising to content marketing to knowledge marketing.In 2017,it became aware of the commercialization model,and then continued to explore the possible future development path in combination with platform features.This paper uses the literature research method,case analysis method and participatory observation method to analyze the typical cases,from the five aspects of user participation,content production,communication strategy,pattern characteristics and pattern innovation,and to understand the operation mode of knowing platform knowledge marketing.After analyzing and summarizing,on the basis of this,it discusses the possible problems of its current development,and tries to put forward feasible suggestions and suggestions for its future development in content production,operation and maintenance and dissemination and diffusion.The author believes that the knowledge marketing activities that the Zhihu platform should establish a judging system to ensure the high quality of content production;improve the operation and maintenance of the community,enhance the social function of the platform;enrich the mode of communication and build a system of communication,and combine the commercial and public welfare to solve its knowledge marketing.Problems in the activity.At the same time,we must also profoundly realize that there are relatively few references in the academic circle to directly study the Zhihu marketing activities of the platform.Domestic scholars mostly study the knowledge marketing and the Zhihu platform separately.Therefore,systematic research the Zhihu platform knowledge marketing model has practical effects and has certain value in academics.