Audience Demand Analysis Of Public Welfare Film Screening Service In Rural Communities Based On Kano Model

In 1998,the ministry of culture and the state administration of radio,film and television first put forward the "2131 target"(rural film screening project),which aims to release one film per village every month in the 21 st century,aiming to solve the problem of "difficulty in watching movies" among farmers.Since the launch of the project of rural public welfare film screening,the key to effective service supply is to identify and grasp the needs of the masses.Based on demand by region and culture differences are different,so in order to better understand the rural community in a given area of the actual demand of the masses of the current situation,Dali town,Foshan city,the rural community public welfare film screening services audience needs to study,understand the main problems and causes,and put forward corresponding countermeasures of perfecting service supply and feasible method,in order to focus on service supply to adjust and perfect.This paper mainly adopts interview method and kano questionnaire survey method to research and analyze the demand of public welfare film service.Use the interview method to understand the demand status and summarize the problem.Finding that the main cause of the problem is the lack of a scientifically viable requirements identification tool.Therefore,the kano model is introduced to understand the specific content of the public’s demand for the current public welfare film service.The questionnaire framework is constructed,and the demand type is obtained according to the two-dimensional quality of the kano model.According to the results,showing places equipped with seats,screening process,equipment operation stability(no sound current,and showing the curtain suddenly lift interference)and staff to the masses of confidentiality of the personal privacy information for the current Dali town rural the basic needs of the masses,it is a service suppliers must provide services,in 21 specific content,there are 13 is charismatic demand,meet the demand of the plays an important role to enhance audiences’ satisfaction;The expectation demand becomes the key to improve the audience’s overall satisfaction,which can rapidly improve the satisfaction andgreatly reduce the dissatisfaction,as the basis of policy measures.Based on the analysis of the development status and demand of public welfare film screening service in rural communities in Dali town,it is suggested that exhibitors should give the masses more choice rights.Using the kano model and matrix results to improve the supply service;Implementing staff training courses;Clear channels and monitor demand changes.