Research On User Strategy Of Network Self Publishing Platform Based On SIPS Model

In the new media environment where the printing and communication technologies are constantly innovating,the nationwide network of individual and audience participation has been highlighted.The era of publishing has already come.As a network publishing platform in front of the publishing field,its rise and development is of great significance to the publishing industry.The development of network self publishing platform can not be separated from its user base.In the era of social network,users bring traffic and traffic to further expand and expand.Therefore,based on the user consumption model,it is a new topic to explore the user strategy of the network Self Publishing platform.Self publishing platform has formed diversified pattern and various types of network in our country,operational performance significantly for such a situation,in the strong development trend,showing the whole self publishing platform is different from the traditional publishing platform for the publication of civilians,survival digitization,media function,the depth of social networking and other important features of China’s network.According to the different user identity,Internet users are mainly divided into self publishing platform,users,third users and advertisers three types of users,in the transfer by the user during play out the commercial value,cultural value,individual value is very obvious.Overall,the network self publishing platform for the huge user base,a good mass base,in the age range across three generations and focus on young users,in the geographical distribution concentrated in the eastern and southern.The SIPS user consumption model is applied to the study of new consumer society and the user audience theory user consumption,the level of theory applied to study the network self publishing platform user strategies,users of consumer behavior presents a "process of resonance-confirm participation in share diffusion",on the basis of network self publishing platform user presentation strategy for the four modes,namely the user emotional strategy cause resonance,the strategy of attracting users to complete user confirmation,user participation,user stickiness retention activity sharing strategy to stimulate sharing and diffusion.Network self publishing platform to facilitate the user through the user emotional strategies of freshness,comfort,trust,sense of participation and emotional resonance;and the user needs to strengthen the strategy of attracting social media marketing such as micro-blog,WeChat and other value to confirm the identity and motivation of the user;the user stickiness strategy around the needs of users,the line balance processing under the integration of interactive,intimate optimization services,long-term since the publication of the strong competition mechanism to users sharing strategy to high-quality products for the engine,with the social media as the accelerator,to user relationship chain contributed to user reputation and diffusion of spontaneously fermentation in order to achieve the network self publishing platform to seize the potential users and attract new users,the consolidation of the old users,user driven development,the platform itself long-term sustainable development.At the same time,the implementation of network self publishing platform user strategy also has certain limitations,scientific treatment of these limitations,and actively make the corresponding optimization measures is the right way out from network publishing platform for its scientific development,the development of the long tail.