Brand Knowledge Marketing Content Analysis And Effect Influencing Factors Research

In today's world of information explosion,all kinds of marketing methods emerge one after another,and the traditional advertising marketing methods are increasingly unpopular.Among thousands of information,only high-quality content can stand out.Knowledge marketing to spread knowledge to enhance brand influence has attracted people's attention again.So what are the factors that affect the marketing effect of brands in the process of knowledge marketing? How does it affect the audience? These are the questions that this study wants to explore.This paper analyzes the content of 107 answers based on the five head accounts of Zhihu platform automobile brands,and uses spss software to explore whether the brand's knowledge marketing strategy(publishing method,proportion of main content,communication interaction)on the Zhihu platform has a significant impact on the brand communication effect.Then the experiment method is adopted to set up a control group and three experimental groups.In addition,372 questionnaire data collected are tested by spss software to explore how the three content information forms of brand knowledge marketing influence brand personality,brand trust and brand attitude respectively,and whether the three kinds of content forms influence brand attitude through intermediary factors.The shortcomings of current knowledge marketing is known from the perspective of users,added with in-depth interviews with 20 audiences.Through the above research,it is concluded that different content forms in brand knowledge marketing communication will produce obvious differences in communication effect,and brand communication interaction is also significantly positively related to communication effect.As for the three kinds of contents of knowledge marketing,compared with ordinary advertisements,entertainment information,knowledge information and brand interaction information of brand knowledge marketing have significant positive effects on brand personality cognition,brand trust and the improvement of brand attitude,of which knowledge information has the most significant effect on improving audiences' trust on brand.In the intermediary role,entertainment information will affect brand attitude by affecting brand personality,while knowledge information will further affect brand attitude by affecting brand trust.The interview also concluded that the current brand knowledge marketing communication also has such some problems as less interactive communication,insufficient popularity and fairness of knowledge popularization,long chapters of output content,etc.To this end,this paper puts forward the following suggestions for brand knowledge marketing based on self-media platform: in content output strategy: focus on the output of multimedia content forms,the secondary communication of interaction with users,and find the balance between the integrity of knowledge popularization and the fragmented reading style of users in terms of text length;In content,different content ratios should be adopted for different marketing purposes: enhance users' trust on brand and more attention should be paid to the proportion of knowledge information in knowledge marketing;more attention should be paid to the proportion of entertainment information in knowledge marketing,the popularity of content and the fairness of popular science to build brand personality.