Study of ZHIHU Game Advertising Marketing Strategy in Customer Identification

Citation

Li, Xueying. (2022). Study of ZHIHU game advertising marketing strategy in customer identification (Master’s independent study). Bangkok: Siam University.

Abstract

In the highly competitive market environment of the Internet, the role of new media platforms in market promotion has become more and more prominent, the competition for commercial advertising has become more and more fierce, and advertisers have become the target of various media platforms. This study focus on the problems in the process of marketing advertising for the ZHIHU Game under the commercial advertising model of the ZHIHU platform. The objectives of this study were 1 ). to identify the problem that the ZHIHU game does not identify customers, 2). To explore the ZHIHU Platform for customer management relationships for gaming customers, 3 ). to develop marketing strategies for identify customer and improve customer relationship.

This study is conducted through a documentary reserch method, used various data officially released by ZHIHU, and used official data from other platforms obtained on the National Bureau of Statistics. This is followed by documentary research of the various literature and data through case studies. In this study, analyzed through customer relationship management theory, the relevant data are summarized and analyzed, and the pricing model of the platform is analyzed by comparing the data of different platforms; through the case study method, the relevant summary and analysis are done for the data reference in the case; at the same time, customer relationship management, marketing, and game industry books and literature are preferred.
The commercialization of the ZIDHU platform is stiH in its early stage. The study concludes that by establishing strategies for identifying customers, traffic planning, and using customer brand demand, the customer value of the ZHlHU platform can be improved and customer resources can be continuously added value in the enterprise. To reduce the exposure cost of game customers, can the two models be tried. on the one hand, can reduce the exposure cost of game customers. On the other hand, it can improve the selling rate of non-core advertising positions.

Keywords: markting strategy, customer relationship management, customer identification.

Master of Business Administration (International Program), Siam University, Bangkok, Thailand