MBA教育中心知识库

自2016年至今，知识付费行业发展迅猛，规模扩大，竞争也变得更加激烈。在互联网信息时期，社群营销成为一种以变化和裂变为特征的市场营销手法，充分发挥着重要的地位。知乎自2011年成立至今，经历了12年的发展，已经成为国内知识性消费平台的领军者，也在社群营销上有着丰富的经验，但仍有一些不足之处。因此，知乎应该加强社群营销手段，以确保其在业内的地位，并不断优化发展方向，以实现更大的价值。

本文将重点讨论以下几个方面：第一，通过应用社群营销新4C理论，对知乎现行的的社群营销手段及存在的问题加以剖析，根据调查及相关数据资料，发觉知乎存在场景深入不足、社区关注度下降迅速、平台信息缺乏深入、用户连接功能较弱等现象。第二，利用PEST模式和波特五力模型，对知乎社群营销的外部、行业发展环境及其内在发展环境加以剖析，并且结合知乎的各种资源、能力和核心竞争力，运用SWOT工具，以期获得更加准确的结果。第三，运用新4C理论，从场景、社群、信息和连接四个方面提出了优化方案：先重点关注情景，建立深度融合的情景，形成一个完整的情景生态；接下来将重点关注人群，找准目标用户群体，建立高参与度的人群，形成良好的社群环境，并进行社群传播；最后将改进内容策划方案，促进专业内容的生产，提升知识传播的力度，利用知识带货的优势，实现知识付费转化。最后，提出对知乎社群营销优化方案的保障措施。为了确保知乎社群营销策略的有效实施，我们将采取全面的措施，包括制度、技术、人力、资金等，以确保知乎平台能够持续保持在知识付费领域的领先地位。

本文以新4C理论为研究框架，并拓展了应用范围，在此基础上得出结论：运用社群思维的范式，深耕线上与线下的融合场景，使知乎平台的创作内容更加具有专业性和深度，激发知乎社群成员之间的良性和高效的互动与传播，增强用户粘性，从而在最大程度上实现知乎平台社群的价值，让平台获取更大的利益。同时，其他知识付费平台在进行社群营销策略优化时也可以借鉴和参考知乎社群营销策略的优化方案。

Second, PEST mode and Porter's Five Forces model are used to analyze the external, industrial development environment and internal development environment of Zhihu's community marketing, and SWOT tool is used to obtain more accurate results by combining various resources, capabilities and core competitiveness of Zhihu. Thirdly, in order to improve the effectiveness of Zhihu's community marketing, we put forward four optimization schemes: scene, community, information and connection. First, we will focus on scenarios and establish deeply integrated scenarios to form a complete scenario ecology. Secondly, we will focus on the crowd, identify the target user group, establish a high participation of the crowd, form a good community environment, community communication; Third, we will improve the content planning scheme, promote the production of professional content, enhance the intensity of knowledge dissemination, and use the advantage of knowledge to bring goods to realize the transformation of knowledge payment. Fourth, put forward the safeguard measures for Zhihu's community marketing optimization plan. In order to ensure the effective implementation of Zhihu's community marketing strategy, we will take comprehensive measures, including system, technology, manpower, capital, etc., to ensure that Zhihu platform can continue to maintain a leading position in the field of knowledge payment.

This paper takes the new 4C theory as the research framework and expands the application scope. On this basis, the following conclusions are drawn: By using the paradigm of community thinking, we can deeply explore the integration of online and offline scenes, so as to make the creative content of Zhihu platform more professional and in-depth, stimulate the benign and efficient interaction and communication among the members of Zhihu community, enhance user stickiness, so as to realize the value of the community of Zhihu platform to the maximum extent, and enable the platform to obtain greater benefits. At the same time, other knowledge payment platforms can also learn from Zhihu's social marketing strategy optimization plan when optimizing social marketing strategies.