Research On "Knowing Classroom" Marketing Strategy From The Perspective Of 4C's Marketing Theory

In the era of sharing the economy,knowledge-paid products are born with the rapid demands and knowledge anxieties of consumers.In 2016,various types of knowledge payment platforms have made great efforts to improve the retention rate of users.The conversion rate of users' purchase on some platforms has also been greatly improved.This year,it was called "the first year of knowledge payment"by the industry.According to the Analysis Survey,the conversion rate of users of "Get" APP is as high as 18.3%,and the conversion rate of users of the rising star "Himalaya FM" is 3%.Compared with the first two types of knowledge payment platforms,"Zhihu" relies on the first-mover advantage and the accumulation of native users to launch knowledge-paid products "Zhihu classroom",and its users'purchase conversion rate is only 2.3%.As the supply side of the knowledge product "Zhihu classroom"could not meet users' aspects in all aspects.Modern marketing theory believes that understanding consumers' desires or needs and providing marketable products or services can increase consumers'purchase conversion rate,expand the market size of operators,and ultimately achieve profitability.This study considers the user experience into the marketing strategy of the platform.Considering the particularities of knowledge-paid products,we integrate them into the levels which are consisted of customer,cost,convenience and communication in 4C's marketing theory.Customer-orientation(Customer),Content-value(Content),Value-convenience(Convenience),and Value-communication(Communication)are all part of the design-related interview outline,the time cost of users and the cost of attention(Cost)throughout the research process.Conclusions involve knowledge of consumer psychology,educational communication,sociology,marketing,and interface design.During the interview process,the author discovered the software operability of "Zhihu classroom",the usefulness of course content provided to user,the initiative of the user to participate in the course,the fun got by user after the course,and the multiple interactive links through the class all have positive impacts on the user's willingness to use "Zhihu classroom".This research will help the platform to explore relevant factors that affect users' continuous use of knowledge-based paid products,discover early detection of the development bottleneck of current marketing strategies,face up to their own shortcomings,broaden their breadth,pursue precision,pay attention to depth,and develop a level of perceived experience for users,to furtherly enhance user loyalty and satisfaction with the platform.