Research On The Communication Effect Of Bai Jiahao Based On User Feedback

The content distribution has become a hot topic since 2016.Major Internet companies have made content ecology a strategic priority.As a start-up self-media platform,BaiJiahao is a platform for content creation,content publishing,content realization and fan management provided by self-media authors.And BaiJiahao plays an important role of Baidu's content eco-map.After being put out,BaiJiahao has received very good market repercussion.Due to the relatively short establishment period,each system of BaiJiahao is in the initial stage,and research on the Baijiahao is abstract in both academic and industry research areas.There are many problems in the process of communication and there is not enough understanding of the effect of its own communication.Therefore,a complete evaluation system of communication effects is urgently needed.User feedback reflects the problems in the real environment,and it is currently an important channel for Internet users to understand the Internet products.From the perspective of user feedback,research on the communication effect of BaiJiahao not only are worth of studying its products for reference,provide some experience for development of other self-media platforms,but also has considerable innovative value in academic research.Based on the Theory of Communication Control and Uses and Gratifications,this paper taking BaiJiahao as research target,which studied the communication effect through literature analysis,questionnaire survey,content analysis and case studies.The thesis consists of five parts.The first chapter points out the background and significance,the research content and methods,the research status at home and abroad,and defines the theories and concepts.The second part focuses on the dissemination elements.Baijiahao regards self-media authors as the subject of communication,there are many ways through which the works of the authors were introduced to audiences:Baidu mobile information flow,Baidu search engin and so on.In the third chapter,from the aspects of questionnaire and social media,the feedback evaluation of users was designed.And there were 151 effective questionnaires and 229 effective micro-blog feedback.Then do statistical analyses of experimental data including descriptive statistics,cross analysis and feedback coding.Chapter Four discusses feedback effects of BaiJiahao.On the cognition level,the users contend that main problems are false,plagiarism,lower matching degree between items and user interest.On the attitude level,customer satisfaction and last usage rate is generally low,most users like personal news and cannot obtain the new informations.On the behavior level,most users read the paper on mobile devices and spend less time,different gender emphasize on the different needs.The author summarizes that there are some problems such as the quality of content to be promoted,the lack of original protection,the lack of meticulous recommendation and interaction with the audience.Finally,some specific strategies were given on the basis of the research conclusions,including improve the professionalism of communicators,stick to the rules of“content is king",improve user feedback mechanism,enhance the content push service with great refinement and enhance user loyalty.