B站用户满意度提升策略研究
研究生姓名：穆郁
导师姓名：张晞
学科：工商管理
研究方向：市场营销
年级：2020
摘要
由9亿用户组成的网络在线视频市场背后，一面是视频平台已成为如“水、
电、煤”一般极高渗透率的国民级别应用，另一面是市场已经出现了整体增速放
缓、巨头林立、垄断竞争等种种商业红海景象。
作为以二次元亚文化社区平台起家的国内网络视频平台 B站，在2020年实
行“破圈”战略后，取得了用户增长、市场占有率提升、营收增加的显著效果。
但在B站寻求用户增量的同时，抖音、快手代表的短视频和爱奇艺代表的综合
视频纷纷也突破自身藩篱，从内容生产模式、用户运营模式、商业化逻辑等诸多
层打破自身局限，蚕食彼此市场份额。在可以预见的存量时代，在原本就用户规
模就不及同行业竞品的前提下，面对 B站现阶段用户增速放缓、用户黏性持续
下降、用户评价不及竞品的现实问题，唯有对用户满意度进行调研排查，对影响
B站用户满意度原因进行深度分析，提出多维度行之有效的改进策略，才能让B
站在用户中树立良好的产品及品牌口碑，实现良性增长、持续发展。
本文首选针对B站用户运营数据进行了前期调研分析，通过用户黏性、用
户增长、用户评价方面，对 B站满意度进行初步评估。根据对比中外顾客（用
户）满意度模型、引入 D&M系统成功模型，根据 B站现有服务及内容平台的属
性，构建适用于 B站的用户满意度模型，从品牌形象、用户预期、平台质量等
三个大方向进行假设，并在系统质量之上延展出内容质量、系统质量、社区质量、
服务质量等四个维度。通过对 B站用户的问卷调研，以结构方程分析法，进过
效度、信度、KMO值及球形检验后，证实模型中的假设，得出各因变量与自变
量用户满意度之间的具体影响关系和标准化路径系数。在进一步对调查问卷中用
户满意度评价值数据分析后，得出了现阶段提升 B站用户满意度所面迫切问题：
品牌形象仍需完善，体现为品牌形象感知弱、品牌传播触达率低；因基础服务不
完善、增值服务体验差、电商服务投诉多导致平台整体服务能力不足，进而导致
用户预期未能得到满足；平台内容质量存在问题，表现为内容丰富程度不足、准
确性不足、内容正向性不足、内容算法匹配规则落后；虚拟社区功能有待提升，
体现为社区认同感不足、社交互动机制待完善。如果放任用户满意度持续走低，
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将对用户黏性、忠诚度产生极大影响，造成用户及内容创作者流失，极有可能动
摇由社区、用户、内容组成的 B站商业模式之根基。
针对以上问题及其产生的原因，结合 B站现阶段企业所处的市场变化与现
阶段的平台运营的情况，提出从以下四个维度对用户满意度进行综合提升，消除
用户满意下降所带来的的不利影响，缓解现有用户不满情绪：①以品牌形象提升
策略，进一步增强用户对 B站整体品牌的满意程度。由于用户整体偏年轻，有
对品牌挑剔的特性。从品牌形象完善和提升自身品牌营销触达率着手，增强用户
对 B站的品牌感知。②对B站线上线下的服务进行一体化升级，提升线上增值
服务用户感知价值、多样化下线下服务内容、提升电商服务品质。提升自身综合
服务能力，进而提供超出用户预期的服务，在用户预期的角度提升用户对 B站
的满意度。③维护与改进虚拟社区产品，从完善社区产品功能、完善社区管理机
制多方面入手，维护 B站在众多视频平台的差异化竞争优势，提升用户对虚拟
社区功能的满意度。④多维度完善内容生态，以提升用户在内容层面对于 B站
的满意度：以内容层面延展与丰富、内容创作者扶持与鼓励、完善内容审核机制 、
优化内容推荐算法体系，进而让 B站在视频平台的内容竞争中脱颖而出。通过
上述四个可落地、可执行的解决方案，提升用户对 B站的满意度，进一步提升 B
站在竞争愈发激烈的网络视频市场中的综合竞争力。
关键词：网络视频平台；B站；用户满意度
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Abstract
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
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