Research On Optimization Of Knowledge Service Products In Publishing Industry Based On User Persona

In the background of media convergence,the production and dissemination of knowledge has undergone significant changes with the development of big data,AI and other emerging technology.Creating goods and service through knowledge has become the mainstream of the development in the current era,knowledge service has become the transformation direction of the publishing industry to improve quality and efficiency.During the 14 th Five Year Plan period,China will enter a new stage of development,providing users with high quality knowledge service becomes the focus of the current publishing industry.As the basic angle to improve the competitiveness of enterprises,publishing enterprises must attach importance to users,which is the key force in the development of enterprises.Insighting into the needs of users is very important to the economic benefits and sustainable development of publishing enterprises.In this context,how to optimize the publishing industry knowledge service products with user-centered is becoming an urgent problem to be solved.In view of this,this paper defines the concepts of knowledge service,knowledge service of publishing industry and knowledge service products of publishing industry,and combs the relevant researches on user persona of knowledge service of publishing industry at home and abroad.Starting with the current development and using status of knowledge service products of publishing enterprises analysed content of basic knowledge service,big data platform of knowledge service,online course service solutions and intelligent knowledge service,summed up the characteristic of publishing knowledge service,such as knowledge intensive products,continuous innovation,personified intelligent service,comprehensive integration and knowledge sharing etc,and analyzed the practical problems affecting the development of knowledge service in publishing industry,such as the solidified impression of users on publishing industry,the lack of in-depth mining of users’ needs,the need to improve the value of knowledge content and the lack of in-depth friendly product design.These provide practical support for follow-up research.Further,through literature research,questionnaire research and other methods,it is constructed the five dimensions and the seven secondary dimensions of perceptive experience,platform utilization,information design,interaction design,product content,user needs and product goals as well as subdivided 20 elements constitute the publishing industry knowledge service products optimization design element system.By these,the questionnaire is setting.The recycling sample data by individual basic situation and characteristic analysis,validity analysis,descriptive statistics analysis and correlation analysis are up to standard.By different gender division,professional background,professional type user groups,and using the K-MEANS clustering to obtain the user information dimensions of sample data clustering,in order to generating user persona of knowledge service in publishing enterprises.Through the comparison and analysis of user portraits,the differences of perceived use,demand tendency and value delivery among different user groups are found.So this paper put forword to these suggestions,such as improving the security of user information protection,focusing on user driven content production,breaking information cocoon,building publishing knowledge service brand,creating knowledge community interactive platform and cultivating the user pay consciousness to optimize publishing knowledge service products.