Research On The Improvement Strategy Of User Satisfaction Of Bilibili

Behind this online video market consisted of 900 million users,on the one hand,video platforms has become national level applications with high penetration rate like“water,electricity and coal”;on the other hand,the market has shown a variety of commercial characteristics,such as overall slower growth,the emergence of many giants,monopolistic competition and so on.As a domestic online video platform developed from a platform of two-dimension subculture community,Bilibili has made significant achievements in user growth and the increse of market share and revenue after implementing the“breaking circle” strategy in 2020.However,While Bilibili strives to increase the number of users,short video apps represented by Tiktok and Kuai as well as comprehensive video apps represented by IQIYI have broken through their own limitations in terms of content production mode,user operation mode,commercialization logic and many other aspects to occupy each other's market share.In this foreseeable stock era,if Bilibili want to solve the practical problems faced at present stage on the premise that the original user scale is not comparable to that of competing products in the same industry,such as slowing user growth,continuous decline in user stickiness,and user evaluation that is not as good as that of rival products,it is necessary to carry out a survey on user satisfaction and deeply analyze the reasons affecting user satisfaction of Bilibili,so as to put forward multi-dimensional effective strategies for improvement.Only in this way can Bilibili establish a good product image and brand reputation among users,and achieve sound growth and sustainable development.In this thesis,the user operation data of Bilibili was analyzed,and the user satisfaction of Bilibili was preliminarily evaluated from the aspects of user stickiness,user growth and user evaluation.By comparing customer(user)satisfaction models at home and abroad and introducing the successful model of D?M system,a user satisfaction model suitable for Bilibili was established based on the existing services,content and platform attributes of Bilibili.In addition,assumptions were made from the three general directions of brand image,user expectation and platform quality,and the four dimensions were extended from the system quality,including content quality,system quality,community quality and service quality.Through the questionnaire survey of users of Bilibili,the assumptions were verified,and at the same time,the specific influence relationship and standardized path coefficients between various dependent variables and independent variables of user satisfaction were also concluded.After further analysis of user satisfaction data,urgent problems to be solved to improve user satisfaction of Bilibili were drawn as follows.First of all,the brand image still needs to be improved because of weak brand image perception,low brand communication reach rate and constant negative public opinion.Secondly,the overall service capacity of the platform is limited,which results in user expectations not being satisfied.Thirdly,virtual community functions need to be improved,which is reflected in the lack of community identity and social interaction mechanism to be improved..Fourthly,there exist problems in the quality of its content,which are embodied in low content accuracy,lack of positive content and vulnerabilities in content review mechanismAimed at the above problems and the causes,suggestions are put forward to comprehensively improve user satisfaction from the following four dimensions to eliminate the adverse effects caused by the decline in user satisfaction and alleviate the dissatisfaction of existing users by combining Bilibili's current market changes and current situation of platform operation.Firstly,implement brand image promotion strategy to further enhance users' satisfaction with the overall brand of Bilibili.The average age of the overall users is young and they are picky about the brand,so we can improve the brand image and the brand marketing reach rate to enhance the user's brand perception of Bilibili.Secondly,the online and offline services of Bilibili should be upgraded in an integrated way to enhance users' perceived value of online value-added services,diversify offline services and improve the quality of e-commerce services.In addition,the comprehensive service capacity also needs to be improved,so as to provide users with services beyond their expectations and improve users' satisfaction with Bilibili from the perspective of users' expectations.Thirdly,maintain and improve virtual community products.The maintenance of differentiated competitive advantages of Bilibili among many video platforms and the improvement of users' satisfaction with virtual community functions can be realized in many ways,such as improving community product functions and community management mechanism as well as implementing strategies to reduce long-term user loss in the community.Therefore,through four practical and feasible solutions mentioned above,users' satisfaction with Bilibili can be improved,which can further enhance the comprehensive competitiveness of Bilibili in the increasingly competitive online video market.Fourthly,improve the content ecology in multiple dimensions,so as to improve users' satisfaction with Bilibili from the content level.Moreover,Bilibili can strive to stand out from the content competition of video platforms by extending and enriching content,supporting and encouraging creators,improving content review mechanism and optimizing content recommendation algorithm system.