知识付费平台的营销策略研究 市场营销专业VIP免费

毕业设计（论文）设计（论文）题目：知识付费平台的营销策略研究——以知乎为例学院名称：经济与管理学院专业：市场营销班级：171班姓名：商远振学号17408110125指导教师：姚丽娜职称教授企业导师：职称企业名称：定稿日期：年月中文摘要摘要随着互联网的蓬勃发展和网上付费渠道的便捷化，人们在网上的消费量逐渐增大，加上人们对高效获取有用知识的需要越来越迫切，在线知识付费市场迎来了发展的机遇。国内知识付费行业整体规模自2016年以来步入高速发展行列，其中知乎是以社区问答形式进行知识交流的一个平台，近几年发展迅速，随着行业竞争越发激烈，要想占据更多市场份额，知乎也需要在营销方式上做出更多创新。本文主要通过分析知乎面向用户、广告商和建立社交圈等方面研究知乎平台的营销策略，通过对知乎进行SWOT分析和调查问卷结果分析，提出了加强内容管理、完善平台建设，加强推广知识付费，挖掘用户需求，调整产品定价等改进策略。关键词：知识付费；营销策略；知乎I英文摘要ABSTRACTWiththevigorousdevelopmentoftheInternetandtheconvenienceofonlinepaymentchannels,people’sonlineconsumptionhasgraduallyincreased.Inaddition,people’sneedforefficientaccesstousefulknowledgehasbecomemoreandmoreurgent,andtheonlineknowledgepaymentmarkethasusheredinanopportunityfordevelopment.Theoverallscaleofthedomesticknowledgepaymentindustryhasenteredtheranksofrapiddevelopmentsince2016.Amongthem,Zhihuisaplatformforknowledgeexchangeintheformofcommunityquestionandanswer.Ithasdevelopedrapidlyinrecentyears.Asindustrycompetitionhasbecomemorefierce,itisnecessarytooccupymoremarkets.Share,Zhihualsoneedstomakemoreinnovationsinmarketingmethods.ThisarticlemainlyanalyzesZhihu'smarketingstrategyforusers,advertisersandtheestablishmentofsocialcircles.ThroughSWOTanalysisandquestionnaireanalysisofZhihu,itproposestostrengthencontentmanagement,improveplatformconstruction,andstrengthenpromotion.Payingforknowledge,mininguserneeds,adjustingproductpricingandotherimprovementstrategies.KeyWords：paidforknowledge;marketingstrategy;ZhihuII目录目录1绪论..........................................................11.1研究背景....................................................11.2研究意义....................................................11.3研究方法....................................................21.4研究思路....................................................22相关概念及理论基础................................................42.1知识付费概述................................................42.1.1知识付费概念..........................................42.1.2知识付费平台总类......................................42.2理论基础....................................................42.1.1SWOT分析法...........................................42.2.2社群理论..............................................42.2.34P营销理论...........................................53知乎的营销现状....................................................63.1知乎简介....................................................63.2知乎的营销方式..............................................63.2.1面对普通用户..........................................63.2.2面对拥有一定粉丝量的专业答主..........................73.3面对广告商..................................................73.4社交网络化建设..............................................84知乎付费平台使用情况调查分析......................................94.1知乎APP的问卷调查设计......................................94.2.............................................................9数据收集与分...