Research On Optimization Strategies Of Celebrity Fans Virtual Communities' Audience Experience

With the development of the Internet and mobile Internet,celebrity fans are increasingly relying on the Internet to gather and present opinions.Because of that,the booming celebrity-fan economy gains much more attention from the capital market.In recent years,many influential celebrity fans virtual communities have appeared in China.In these communities,researchers focus more on user experience,because which has vital importance of the depth of the audience to participate in communities,the communities' overall traffic,the brand influence of communities and communities'commercial cash.According to the strategic experience module proposed by Schmitt,this research adopts network ethnography,case analysis and literature analysis,takes the audience experience of celebrity fans virtual communities as the research object,and analyzes the current situation of the audience experience of celebrity fans virtual communities from five perspectives:sense experience,felling experience,thinking experience,action experience and related experience.This research finds that there are three issues in the current audience experience of celebrity fans virtual communities,including the following aspects:From the perspective of individual experience,the celebrity fans virtual communities do not pay attention to the construction of audience personality display system when facing the increasingly personalized audience.From the perspective of shared experience,the most famous celebrity fans virtual communities(especially in the developing celebrity fans virtual communities)in both for the purpose of sharing knowledge and broaden the audience for the purpose of interpersonal interaction,exists a problem of low degree of community attachment.From the perspective of overall experience,because the audience don't have enough flow experience,it will affect the audience's enjoyment and re-use the celebrity fan virtual community.In view of the above three levels of problems,this research puts forward corresponding optimization strategies:Aiming at the individualized problem,it is proposed to use various symbols to construct the audience's personality image,to use the recommendation system to accurately push the audience preference information,and to use the functional customization to meet the audience's personality needs.Aiming at the problem of low degree of community attachment,strategies are put forward to reduce the mobility of the audience,improve the quality of audience interaction,and enhance the sense of community identity.In view of the lack of immersive experience,this research puts forward following strategies:challenges and skills balance each other,the feedback should be timely and appropriate,and increases the audience's sense of immediacy,to provide flow experience for the audience.