A Study Of The Brand Communication Strategy For Zhihu Net

Socialized quiz website is enjoying a rapid growing in China. As the first one, Zhihu is the focus of educational and business circles. It acts as a knowledge and information provider and a new social platform. Based on Zhihu, combining some related principle about journalism and communication, this article is about to study its strategy of brand communication. As a representative of Socialized quiz website in China, the strategy should be beneficial to others.This article has three part. the first part expounds the aim and significance, also the thinking method of the study. The article makes a list of the current achievement of the study about those websites both at home and abroad as well as the results made by Chinese researchers about Zhihu.The second part includes chapter two and three. This part makes a summarize of the related core concept, uses the SW mode created by Lasswell especially to analysis the links in the communication process of Zhihu, and the SWOT analyzing method to make a further discussion about the advantages, threatens and opportunities lie on the way of Zhihu's development. With the mode learned for abroad, as a Socialized quiz website, Zhihu is gradually cultivating its indigenous characteristics.The third part is about chapter four, five and the summarize. This part mainly analyses the communication result of Zhihu, through the questionnaire data of popularity, cognition, identity, association and loyalty index. And list the concrete problem faced by Zhihu in communication according to the data and the analyzing result above, as to give a certain solution to each problem. Modeling its own brand, on the one hand, Zhihu have to focus on the brand contribution by improving the incentive system, and trying to be more social functional as a knowledge community to attract more user. Or importing a quality rating system to manage the users and drive the answers on the website to a higher quality. On the other hand, Zhihu should keep on brand communication. Build a more powerful brand association by more brand image public activities, accelerate the communication by advertizing on different media as well. Further more, cultivate a huger brand popularity by a better using of public praise in interpersonal communication.