Research On User Demand Analysis And Marketing Strategy Improvement Of Tv Voice Service Of A Company

With the increasingly mature and popular Internet application technology,traditional electronic products have also begun to usher in new changes.After 2010,the commercial use of smart TVs basically laid the new label of the current large-screen ecological scene,bringing users a more intelligent usage experience,while also promoting product and service innovation and upgrading.The development of deep algorithms has further expanded the application of artificial intelligence in the large-screen ecological scene,and from 2017,many speech products began to be commercially available,with voice becoming an important entry point in modern home scenarios.Through voice interaction,users can conveniently control video content and applications on the large screen,greatly enhancing its convenience and intelligence.Thesis takes A Company as the research object,taking the current situation of largescreen voice at home and abroad as a reference,further conducting analysis on the viewing demand,voiceprint portrait,family portrait,and the proportion of active voiceprint users of A Company’s sample speech users to find out the basic situation of A Company’s large-screen voice business development.Furthermore,through market strategy analysis,we find out the problems.Using PEST model to analyze the external environment,understand the advantages and disadvantages of environmental factors on the development of large-screen voice business.Based on the current situation of speech users,combine with previous research work,carry out demand analysis.Select national sample provinces with active voice users,classify speech users according to their voiceprints.Extract massive voice raw materials and filter out invalid voice data,nonmovie data,extended speech data to obtain voice command labels through speech transcription and semantic understanding.Through the analysis of various user groups’ voice commands,obtain valuable information and insightful insights about speech users.Based on differences in demand,audience size,and frequency,we finally find out core user needs.In order to collect more accurate and detailed user needs,based on the analysis of sample users’ needs,we design KANO questionnaires.By means of large-screen message push capability surveying questionnaires for investigation.Questionnaire returns for surveying are analyzed to identify each demand attribute.By calculating the BaetterWorse coefficient for each demand attribute,further understand the relationship between demand and product satisfaction.Finally,through scatter plot distribution to find out the current core user demand points.Through these analyses and research methods,explore ways to improve marketing strategies for large-screen voice business.The purpose of the KANO questionnaire survey conducted by dividing users into different groups is to find out the differences in demand among large-screen voice users of different age groups.The study found that among the home users of large-screen voice,there are users of elderly and minor age groups who have particularly obvious needs in education,medical care,health,pension,and other aspects.Based on user needs,we segmented A Company’s large-screen voice users according to the RFM model and developed independent and targeted marketing strategies for different user groups.At the same time,we used the 4P theory to improve product,price,channel,and promotion strategies,and strived to improve our marketing effectiveness.From a practical and theoretical perspective,by finding out the needs of voice users,we can change the marketing situation.This provides guiding reference significance for the long-term business development and strategic layout of A Company and other related enterprises.