【摘要】：社交問(wèn)答網(wǎng)站在我國(guó)迅速崛起,知乎作為社交問(wèn)答網(wǎng)站中的佼佼者,目前備受學(xué)界和業(yè)界關(guān)注。同時(shí),知乎的商業(yè)價(jià)值也開(kāi)始逐漸崛起,知乎2014年逐步開(kāi)始引入廣告,目前廣告發(fā)展正處于萌芽期,而其廣告價(jià)值和經(jīng)營(yíng)模式至今尚未被研究透徹,因此,本文以此為論題,對(duì)知乎的廣告價(jià)值和營(yíng)銷(xiāo)策略進(jìn)行研究。本文首先從知乎的基本情況出發(fā),對(duì)知乎的傳播特點(diǎn)和傳播模式進(jìn)行了分析,并對(duì)目前的廣告現(xiàn)狀進(jìn)行總結(jié);其次通過(guò)分析傳統(tǒng)媒體和新媒體的媒介環(huán)境,從事物發(fā)展的一般規(guī)律出發(fā),研究知乎廣告的產(chǎn)生條件。為了更加全面地對(duì)知乎的廣告價(jià)值進(jìn)行研究,本文對(duì)知乎的網(wǎng)站定位、內(nèi)容特色、用戶(hù)分析、運(yùn)營(yíng)管理等角度進(jìn)行分析,讓讀者更加了解知乎的網(wǎng)站特色、知乎內(nèi)容對(duì)用戶(hù)的影響程度、知乎用戶(hù)的消費(fèi)特征以及知乎社區(qū)的文化氛圍特征,從而對(duì)知乎的廣告價(jià)值有一個(gè)清晰的認(rèn)識(shí)。雖然知乎已經(jīng)開(kāi)始廣告運(yùn)營(yíng),但是目前在廣告運(yùn)營(yíng)方面仍然不夠成熟,通過(guò)對(duì)知乎廣告的困境分析,進(jìn)而對(duì)知乎廣告的運(yùn)營(yíng)策略給出合理的建議,主要從三個(gè)角度出發(fā):首先,在定位上打造知乎的核心優(yōu)勢(shì);其次,在廣告產(chǎn)品上,對(duì)知乎廣告產(chǎn)品形式進(jìn)行不斷提升;最后,在文化氛圍上,打造知乎獨(dú)有的廣告風(fēng)格。最后,通過(guò)對(duì)知乎的廣告價(jià)值、目前存在問(wèn)題和未來(lái)營(yíng)銷(xiāo)策略等方面的思考,延伸到我國(guó)目前社交問(wèn)答網(wǎng)站廣告的發(fā)展現(xiàn)狀,對(duì)于我國(guó)社交問(wèn)答網(wǎng)站廣告的未來(lái)發(fā)展進(jìn)行思考和研究。本文從傳播學(xué)的角度出發(fā),結(jié)合廣告學(xué)的理論和實(shí)踐知識(shí),運(yùn)用內(nèi)容分析法和文獻(xiàn)分析法等多種研究方法,在對(duì)知乎的廣告價(jià)值進(jìn)行研究的基礎(chǔ)上,也對(duì)于國(guó)內(nèi)社交問(wèn)答網(wǎng)站的廣告發(fā)展提出合理建議。
[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.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G206-F

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