论社交问答网站—知乎的广告价值和营销策略

发布时间：2018-08-13 14:13

【摘要】：社交问答网站在我国迅速崛起,知乎作为社交问答网站中的佼佼者,目前备受学界和业界关注。同时,知乎的商业价值也开始逐渐崛起,知乎2014年逐步开始引入广告,目前广告发展正处于萌芽期,而其广告价值和经营模式至今尚未被研究透彻,因此,本文以此为论题,对知乎的广告价值和营销策略进行研究。本文首先从知乎的基本情况出发,对知乎的传播特点和传播模式进行了分析,并对目前的广告现状进行总结;其次通过分析传统媒体和新媒体的媒介环境,从事物发展的一般规律出发,研究知乎广告的产生条件。为了更加全面地对知乎的广告价值进行研究,本文对知乎的网站定位、内容特色、用户分析、运营管理等角度进行分析,让读者更加了解知乎的网站特色、知乎内容对用户的影响程度、知乎用户的消费特征以及知乎社区的文化氛围特征,从而对知乎的广告价值有一个清晰的认识。虽然知乎已经开始广告运营,但是目前在广告运营方面仍然不够成熟,通过对知乎广告的困境分析,进而对知乎广告的运营策略给出合理的建议,主要从三个角度出发:首先,在定位上打造知乎的核心优势;其次,在广告产品上,对知乎广告产品形式进行不断提升;最后,在文化氛围上,打造知乎独有的广告风格。最后,通过对知乎的广告价值、目前存在问题和未来营销策略等方面的思考,延伸到我国目前社交问答网站广告的发展现状,对于我国社交问答网站广告的未来发展进行思考和研究。本文从传播学的角度出发,结合广告学的理论和实践知识,运用内容分析法和文献分析法等多种研究方法,在对知乎的广告价值进行研究的基础上,也对于国内社交问答网站的广告发展提出合理建议。
[Abstract]:Social Q & A website is rising rapidly in our country. As one of the best social Q & A websites, it has attracted the attention of scholars and the industry. At the same time, the commercial value of Zhihu also began to rise gradually, Zhihu began to introduce advertising gradually in 2014. At present, the development of advertising is in its infancy, but its advertising value and management mode have not been thoroughly studied so far, therefore, this paper takes this as the topic. Research on the value of advertising and marketing strategies. Based on the basic situation of Zhihu, this paper analyzes the characteristics and modes of communication, and summarizes the present advertising situation. Secondly, by analyzing the media environment of traditional media and new media, this paper analyzes the media environment of traditional media and new media. Starting from the general law of the development of things, this paper studies the production conditions of advertising. In order to study the advertising value of Zhihu in a more comprehensive way, this paper analyzes the positioning, content characteristics, user analysis, operation management and so on of Zhihu website, so that readers can understand more about the characteristics of the website. The influence of the content on the users, the consumption characteristics of the users and the cultural atmosphere of the community are also known, so that there is a clear understanding of the value of the advertisement. Although Zhihu has already started advertising operation, it is still not mature enough in advertising operation at present. Through analyzing the predicament of Zhihu advertising, the author gives some reasonable suggestions on the operation strategy of Zhihu advertising, mainly from three angles: first, In the positioning to create the core advantages of knowledge; secondly, in advertising products, the form of advertising products continue to improve; finally, in the cultural atmosphere, to create a unique advertising style. Finally, through thinking about the value of advertising, existing problems and future marketing strategies, it extends to the current situation of advertising development of social question and answer websites in China. Think and research about the future development of social Q & A website advertisement in our country. In this paper, from the angle of communication, combining with the theory and practice of advertising, and using the methods of content analysis and literature analysis, this paper makes a research on the value of advertising. Also for the domestic social Q & A website advertising development put forward reasonable suggestions.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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