Study On The Communication Strategies Of Documentary Category Videos Of Bilibili Under The Theory Of Use And Satisfaction

New media communication has become normal today,the Internet has gradually become the largest broadcast carrier of documentary.The positive response to the needs of young users has also made Bilibili gradually become a highly influential online community product.In 2021,the average monthly active users of Bilibili reached 272 million,with an average age of 21.In recent years,documentaries,as representatives of elite culture,have become popular and sought after by young users through the dissemination of Bilibili,a community platform of civilian culture.By the time of completion,the single broadcast volume has reached 220 million.Therefore,the research on the communication strategies of documentary category videos of Bilibili is helpful to understand the logic of how documentaries become the head content category,provide ideas for the dissemination of documentary category videos,and boost the development of the documentary industry.This article divides the development process of documentary category videos of Bilibili into four stages: "origin","entry","development" and "breakthrough".Based on this,combined with the theory of "use and satisfaction",taking the development of OGV documentary of Bilibili as the entry point,the increase of the number of OGV documentaries online every year and the types of topics involved;The changes in the creation of self-made documentary;Iteration of platform operation strategy.From three aspects,this paper sorts out the changes of communication strategy of documentary video of Bilibili.The change of the communication strategy of documentary category videos of Bilibili is a process of constantly discovering the pain points of users’ needs and looking for ways to meet them.Based on the current usage patterns of users,this paper adopts the method of questionnaire survey and in-depth interview to analyze the usage habits of users of documentary videos of Bilibili and summarize their characteristics and needs.Taking the "use and satisfaction" theory as the research framework,combined with the survey and interview results,the current communication strategies of documentary videos in Bilibili are deeply analyzed.The research finds that after Bilibili continuously iterates its communication strategy for documentary category videos,its current communication strategy is well combined with its platform characteristics and meets the needs of users at the present stage.Bilibili satisfies users’ aesthetic experience in terms of content ecological construction and planning of self-made content.Combined with its product features and platform atmosphere,it satisfies users’ needs for self-expression,knowledge expansion and emotion.From the aspects of publicity and promotion,content operation on the site,improve users’ interest in watching documentaries,reduce users’ use cost and optimize users’ use experience by means of product operation;And for OGV and UGV creators to provide a variety of cash channels.In addition,Bilibili can try to optimize video classification and expand the content related to quadratic elements.Through a series of communication strategies,it can positively influence users’ use experience and demand satisfaction of Bilibili,improve user stickiness,and promote innovation and development of documentary industry.