An Empirical Analysis Of Internet TV User Requirements Based On Fuzzy KANO Decomposition Model

With the rise of new media represented by the Internet,the Internet TV industry is rapidly industrialized and large-scale.The market competition is increasingly fierce,and various terminal manufacturers,Cable TV Co,Internet giants have set foot in.However,most of the Internet TV users in China have not yet formed a payment habit.In the Internet+ era,the needs of users are diversified,and how to accurately and timely access the consumer uses desire,to guide the user consumption habits,and to achieve targeted quality improvement have become an important factor influencing the competitiveness of Internet TV products.This paper analyzes the needs of Internet TV users by using KANO model to analyze the nonlinear relationship between product quality and customer satisfaction.KANO model accurately determines the actual needs of users,based on the consumer psychology and motivation,exploring the charm of product and service quality factors.At the same time,give full consideration to the user the complex psychology and demand diversification caused by the uncertainty of demand,based on the traditional KANO model,using fuzzy set decomposition law,this paper proposes a fuzzy decomposition KANO model,using the user’s actual consumption as a fuzzy set threshold,more accurate positioning requirement type.The analysis of the user demand focus from only on user satisfaction and importance of demand,to the actual consumption of the user,and then directly affect the profitability of the enterprise.This research has important innovation value to cater the user’s consumption psychology,accurately obtain user demand,implement accurate and effective management strategy,achieve targeted quality improvement,and guide consumption to enhance satisfaction.Finally,it gives improvement suggestions for the Internet TV enterprises:(1)Pay more attention to the details of the product and enhance the use of experience,when constantly enriching the content of the product.(2)For a part of the function,enterprises can set different settings for different user groups,so as to guide users to change the concept of consumption,and urge users to enhance consumer behavior.(3)According to the priority index,to improve quality of the urgent product function firstly,and then achieve efficient and targeted to improve the competitiveness of enterprise products target.