短视频平台用户满意度调查与提升策略研究——以抖音为例.pdfVIP

毕业设计（论文）中文摘要 短视频平台用户满意度调查与提升策略研究——以抖音为例 摘要： 随着网红经济的出现与兴起，视频行业逐渐崛起一批优质的UGC （用户原创 内容）内容制作者，时至今日，当属抖音短视频最具影响力。虽然抖音在新媒体 平台的尝试不能说是独创，但抖音短视频等代表性的新媒体平台的确实现了高流 量、广传播的营销目标。 本文首先通过文献研究、问卷调查的形式，以分析抖音短视频用户的群体特 征为切入点，从用户感知和使用行为角度对抖音短视频进行探究，采用问卷调查 的方式对抖音短视频用户进行调查和统计；其次剖析引发顾客不满意的服务问题 ，探究存在问题的原因，进而分析用户满意度不高背后的实质因素；最后结合服 务蓝图，分析短视频平台的服务组合要素，寻找提升用户满意度和品牌忠诚度的 改进策略，为短视频社区建设与良性发展起到推动和促进作用。 关键词： 短视频平台 用户满意度 提升策略 毕业设计（论文）外文摘要 Title Research on Consumer Satisfaction and Promotion Strategy of Short Video Platform-Taking Tik Tok as an example Abstract With the emergence and rise of Internet economy, a group of high- quality UGC (User Generated Content) content producers are emerging in the video industry. Tik Tok is the most influential video nowadays. Although Tik Toks attempt at new media platform is not original, but the representative new media platform such as short Tik Tok and video has indeed achieved the goal of high volume and wide dissemination. Tik Tok video is studied in the form of literature research and questionnaire survey. The analysis of the characteristics of users in the short video is used to explore the short video of the short duration video from the perspective of user perception and usage behavior. And secondly, the article analyzes the service problems that cause customer dissatisfaction, explores the causes of the problems, and then analyzes the essential factors behind the low user satisfaction. Finally, combined with the service blueprint, it analyzes the service combination elements of the short video platform, and looks for the improvement strategies to improve the user satisfaction and brand loyalty, so as to promote the construction and healthy development of the short video community. Keywords: Short Video Platform