Research Of Community Operation Strategy Based On User Experience

The mobile Internet has not only changed our lives,but also the ways and means for us to obtain information.This change has completely subverted the traditional marketing methods,and more and more companies have begun to pay attention to the importance of building their own communities.At the same time,the successful cases of community operations that have emerged the core role of focusing on user experience in corporate marketing.Both traditional and internet companies have started community operations of their own brands.How to maintain user loyalty to the company and increase user stickiness has become the most important consideration for industry development.This research is based on this background,through literature analysis and two successful cases of selected community operations,such as Luo Ji thinking and Xiaomi community,to study how to build the company’s own community and how to operate the community.This research is divided into five parts to explain:The first part introduces the background of the topic,the purpose and significance of the research,and the research methods;The second part introduces relevant domestic and foreign literature,monographs,and materials,sorts out and defines related concepts such as user experience,user needs,experience economy,experience marketing,community and community feature classification,and sorts out the related theoretical research and latest developments of user experience and community operations;The third part focuses on the theory and practice of community operation and community marketing;Chapter 4 is the analysis of successful cases of community operations focusing on user experience.Deconstruct the Xiaomi community and the community operation model of "Luo Ji Thinking".From the perspective of user experience,analyze the successful experience of these two communities,and summarize the experience and applicable theories that can be used for other companies;The fifth part is the community operation strategy based on user experience.Based on the previous literature analysis and case analysis,a set of community operation strategies based on user experience that other companies can emulate is produced.The community operation strategy based on user experience finally produced by this research hopes to provide some reference for other community operation products in the industry.