Based On User Segmentation Research On Public Education Service Of Comprehensive Archives

With the rapid improvement of China's comprehensive national strength and economic strength,the spiritual and cultural needs of the people are expanding rapidly.Comprehensive archives,with its unique collection attributes and value,play an important role in public education services.In 2005,the National Archives Bureau defined the orientation of the patriotic education base of the comprehensive archives at the institutional level.However,with the development of the times,the patriotic education base would be unable to satisfy growing demand of the public for archival education.At the same time,due to the development of information technology,the ways and means of public acceptance of various public cultural services have also been enriched.The demand for public education services of comprehensive archives has expanded to the direction of diversification,networking and convenience.This puts forward new requirements for the public education service of comprehensive archives.Therefore,public education in comprehensive archives needs to reposition and analyze its users,subdivide users,clarify the characteristics of different user groups and the actual needs of archives public,so as to further improve the quality and level of public education service of comprehensive archives and enhance the social influence of comprehensive archives themselves.This paper conducts an empirical research on the actual needs and perceptions of the users of public education services in China's comprehensive archives.Through the data processing and analysis of the questionnaire,four sub-user groups of the public education service of the comprehensive archives are obtained: mature user group,Experience user group,conservative user group and marginal user group.It is concluded that there are some problems in the user segmentation of public education service in Comprehensive Archives in China,such as the inapplicability of user segmentation criteria,the difficulty in defining user types,the lack of specificity of users' needs and the lack of pertinence of service content,the general lack of user participation,the lack of service subject orientation,the weakness of online users' sense of existence and the imperfect function of online education.The article puts forward that the public education service of comprehensive archives should be based on the subdivision of user groups and the problems found,and do the following work well: firstly,we need to orient the actual needs and market of users clearly,and find out the development direction of public education service of comprehensive archives accurately.Secondly,according to KANO model and four-quadrant matrix,the actual needs and market positioning of mature,experiential,conservative and marginal users are analyzed,and the typical representatives of each user are selected for detailed analysis.Thirdly,according to the analysis of the characteristics of different users' behavior,we can guide users effectively and improve their sense of participation in the public education service of archives,such as through the user's online and offline behavior,using "archives crowdsourcing" to enhance the public's sense of participation and achievement.Finally,combined with the advanced experience of foreign countries,public education service of Comprehensive Archives in China should improve the overall level of public education service of comprehensive archives from the aspects of website,virtual community of Archives under UGC mechanism,APP and social media.