Research On User Demand Model Of Microcontent

With the development and application of Web2.0technology, Internet companies,providing microcontent services, are constantly emerging. However, the homogenizationproblems are increasing. User stickiness to Internet services is becoming poor. Users caneasily transfer their interest in Internet services from one to another. Identifying needs ofusers is an important method to improve user stickiness. And it also has become an urgentproblem for internet companies.This thesis’s background is Websites which provide microcontent services. Theobject is microcontent. The content is involving three dimensions, which containmicrocontent life cycle, the angle of Web2.0technology and demand theory to analyzeusers’ needs and build demand model. The purpose is to provide the theory basis forcompanies to acquire users’ needs and improve personalization service quantity. Thisthesis first puts forward the purpose and meaning of this research, and then summarizesthe research of domestic and foreign scholars in needs of microcontent, overviews Web2.0technology and needs based on it. After that, the thesis makes a deep study of the relevantconcepts in users, microcontent, user needs, and researches microcontent life cycle curveon the basis of product lifecycle theory and case analysis. Guided by the theory ofhierarchy of needs, the thesis puts forward the needs of microcontent, which contain basicneeds, security needs, social needs, esteem needs and self-actualization needs. From theangle of technology, the thesis studies the feature and function of Web2.0technologieswhich contain Tag, Wiki, Micro-blog and SNS, and puts forward the needs ofmicrocontent with practical examples. Finally, the thesis analyses and sums up the studyabove and build a three-dimension demand model. Based on the model, the thesis analysesusers’ needs of Dianping.com, puts forward improved proposals to its service.