摘 要

在互联网快速发展的今天，衍生出许多新生的事物。视频直播平台作为互联网快速发展下的产物，开始日益活跃在年轻人的日常生活中。纵观视频直播行业的竞争，无疑就是对观众资源的竞争。要想在激烈的市场竞争中立于不败之地，企业必须要根据观众的需求，为其提供优质的服务和体验，积累最忠诚的一批观众。因此，如何提升“顾客满意度”就成了企业所要思考的问题。只有向观众提供更令其满意的服务，才能够赢得观众，赢得视频直播行业的市场。

本文主要采用了文献查阅法、实例分析研究法和问卷调查法等研究方法。首先，通过查阅文献了解比较成熟的顾客满意度模型。在具体的研究上，本文选了在视频直播网站中具有典型代表性的YY视频直播平台，通过分析其现状和存在的问题，建立视频直播平台顾客满意度的评价指标。最后根据问卷调查的结果，分析YY视频直播平台的顾客满意度现状，来验证该评价体系的合理性和科学性。从而为企业提供一个参考的标准，让企业能够针对性地改进服务质量，不断提升观众的体验，不断提升顾客满意度，在激烈的市场竞争中保持并提升自己的竞争优势。

由于视频直播平台是近几年才兴起的，所以国内目前还没有相关的顾客满意度研究。本文试图结合经典的顾客满意度模型和视频直播平台的特点，来构建视频直播平台的顾客满意度评价体系，这是本文的创新之处。但同时由于没有相关的文献资料，本文所构建的视频直播平台的顾客满意度评价体系的科学性还有待验证。

关键词：视频直播平台 ；顾客满意度 ；评价模型 ；服务质量

Abstract

In today's rapid development of the Internet, it has led to many new things. Video broadcast platform as the product of the rapid development of the Internet under, began increasingly active in the daily lives of young people in. Throughout the video broadcast industry competition, the audience is undoubtedly competition for resources. An invincible position in the fierce market competition, enterprises must be based on the needs of the audience, to provide high quality service and experience, we have accumulated the most loyal group of viewers. Therefore, how to enhance the "customer satisfaction" has become the enterprises have to think about. Only to viewers even more satisfied with their service, to be able to win the audience, won the live video industry market.

This paper uses the method of literature review, case study research and survey research method and other methods. First, a review of the literature to understand the more mature customer satisfaction model. In the specific research, the paper chose YY video broadcast platform has a typical representative of the video broadcast sites by analyzing the current situation and problems, the establishment of evaluation index video broadcast platform customer satisfaction. Finally, according to survey results, customer satisfaction analysis Situation YY video broadcast platform, to verify the reasonable and scientific evaluation system. So as to provide enterprises with a reference standard, allowing companies to improve the quality of services targeted to improve the audience's experience, improve customer satisfaction, and maintain and enhance their competitive advantage in the fierce market competition.

Since the video broadcast platform in recent years the rise, so there is no relevant national customer satisfaction studies. This paper attempts to combine the characteristics of the classical model of customer satisfaction and video broadcast platform, to build customer satisfaction evaluation system video broadcast platform, which is the innovation of this paper. But the absence of the relevant literature, scientific evaluation system for customer satisfaction herein constructed video broadcast platform has yet to be verified.

Key Words:Video broadcast platform; Customer Satisfaction; Evaluation Model; service quality

目 录

第1章 绪论 1

1.1研究背景 1

1.2研究目的和意义 1

1.3研究方法与研究框架 2

1.3.1研究方法 2

1.3.2研究框架 2

第2章 文献综述 3

2.1顾客满意理论概述 3

2.1.1顾客满意的概念 3

2.1.2影响顾客满意度的因素 3

2.2顾客满意度研究模型 4

2.2.1 SCSB模型 4

2.2.2 ACSI模型 5

2.2.3 ECSI模型 5

第3章 YY视频直播平台的现状及存在的问题 7

3.1 YY视频直播平台简介 7

3.2 YY视频直播平台分析 7

3.2.1整体分析 7

3.2.2内容分析 8

3.2.3受众分析 8

3.3 YY视频直播平台存在的问题 9

3.3.1对人气过于激烈的争夺 9

3.3.2抄袭成风致同质化严重 9

3.3.3只顾眼前利益而轻视延续性发展 10

3.3.4缺乏原创导致涉嫌侵权 10

第4章 YY视频直播平台顾客满意度现状及对策 11

4.1 YY视频直播平台顾客满意度概念模型构建 11

4.2 YY视频直播平台的顾客满意度评价体系 13

4.3实证分析 14

4.3.1问卷的设计与实施 14

4.3.2问卷样本描述性统计 14

4.3.3问卷信度分析 14

4.4 YY视频直播平台顾客满意度现状及存在的问题 15

4.4.1 YY直播平台顾客满意度现状 15

4.4.2 YY直播平台顾客满意度存在的问题 16

4.5 YY视频直播平台顾客满意度提升对策 16

4.5.1提升软实力，打造品牌核心竞争力 16

4.5.2整顿直播间风气，提高主播整体素质 17

4.5.3改善硬件设施，提升用户体验 17

4.5.4合理放置广告推广，优化直播间界面 18

4.5.5个性化推荐，迎合观众口味 18

4.5.6做好危机公共，减少负面新闻 18

第5章 研究结论和不足之处 19

5.1研究结论 19

5.2不足之处 19

参考文献 20

附 录A 21