Research On Problems And Solutions Of Brand Communication Of "Zhihu" In Socialized Q&A Platform

This article takes the knowledge of the brand as the research object.It is the first socialized question and answer website in China and has typical representativeness.The ZhiHu of brand communication has communication has a certain significance for the enterprise itself.This paper consists of four parts.The first part is the introduction,which introduces the research background,research significance and research methods,as well as research theory,and sorts out the research results of social websites in China and the research ideas of scholars.The second part introduces the general situation of brand communication of"Zhihu" in socialized question-and-answer platform,including the development status of ZhiHu:ZhiHu is based on the "weak relationship theory" of communication environment,using channels such as self-media,grasping target users and sharing brand stories,thus changing the stereotype of the public about ZhiHu,and ZhiHu how to enhance user stickiness through "opinion leaders".This part also introduces the social question and answer corporate communication profile in the Internet context,and clarifies the ZhiHu in the field of social question and answer.Representative role.The third part introduces the status quo of Zhihu's brand communication:Zhihu's brand positioning,content communication,and endorsement strategy,inviting stars,attracting potential users,and introduces the characteristics of Zhihu's "personalization" and the brand mascot Liu Kanshan.In the fourth part,through investigation,we know several problems of communication and put forward specific measures to optimize communication strategies.Zhihu that nowadays,the homogeneity of knowledge-paid products and other similar products is serious,which leads to the decline of market competitiveness;the dilution of content value,the uneven content of self-dissemination;and the dilemma of reputation collapse,image damage,etc.,the corresponding brand optimization strategies are also put forward.Firstly,build a systematic knowledge system and optimize knowledge payment products;secondly,second,content is king,purify community content;thirdly,cross-border cooperation with other websites,strengthen promotion efforts and rely on the new "4C" theory,develop "community" social networking,so that Zhihu can complete the transformation from question-and-answer community to question-and-answer social networking;Finally,adhere to the "high-quality community"positioning,create personalized paid products,focusing on service.