Research On Sales Strategy Of Zhihu Game Advertising

With the rise of the new knowledge economy,while the capital is tilting toward the knowledge economy,the commercialization of the knowledge platform has begun to be valued.The commercialization of the knowledge platform generally has two methods: knowledge payment and commercial advertisement.Some platforms also derive new business models for crossborder cooperation with e-commerce and other industries,and the mode of commercial advertisement is relatively stable.In the fierce market environment of Internet competition,the role of new media platforms in market propaganda has become more and more prominent,and the competition of commercial advertisements has become more and more fierce.Advertisers have become the targets of various media platforms.This article mainly discusses the problems in the sales process of ZHIHU game advertisements under the commercial advertising mode of knowing the platform.This article is divided into seven chapters.The first chapter mainly expounds the background,significance and the framework of the thesis.The second chapter introduces the customer relationship management and sales strategy related theories used in this paper.The third chapter introduces the ZHIHU platform in detail,and combines the sales in the actual work.The problems encountered in the paper raised the two major problems of ZHIHU game advertising sales: the pre-sales customer identification is unclear,and the sales customer’s marketing needs cannot be satisfied.The sales marketing demand can not meet the high exposure cost of the customers reflected in the game brand communication demand,and the effect demand customer conversion rate is low;the fourth chapter analyzes the pre-sale customer identification problem,proposes the game enterprise budget identification and game products and ZHIHU The two dimensions of platform matching degree are judged;the fifth chapter analyzes the problem that the marketing demand of the sales customers cannot be satisfied.Customers who respond to brand communication needs to propose the direction of problem solving from the perspective of advertising usage and content marketing;customers with effect requirements propose directions for solving problems from the perspective of increasing conversion rate and customer sales;Chapter 6 is aimed at ZHIHU game advertising sales.The problem is that the system proposes a sales strategy for ZHIHU game customers.Firstly,the ZHIHU game advertiser identification process is established,the game customer classification is adjusted,and the ZHIHU game advertisement sales team structure is adjusted to better customer service.Secondly,the platform traffic layered sales strategy is adopted to solve the problem of satisfying customer needs.Among them,the brand demand solves the problem of high exposure cost by lowering the price and increasing the exposure.The effect demand solves the problem of low conversion rate by improving the advertising conversion rate and establishing the effect platform.The seventh chapter summarizes the main points of the full text.The commercialization of ZHIHU platform is still in the initial stage.This paper,through the research on the sales strategy of ZHIHU’s game advertising,hopes to have certain reference value for the commercial activities in the early stage of commercialization of emerging platforms.