Virtual Idol Operation Strategy Research Based On Fans’ Consumption Behavior

The essence of virtual idol is a mass cultural product,and its marketization operation still follows the basic market rules of general cultural products,namely production,dissemination and consumption.Virtual idol is a typical economic model of fans.Fans are the most precious intangible assets of virtual idol and the main source of commercial value of virtual idol.From the perspective of fan culture,fans are given a positive meaning.They are not only the producers of virtual idols,but also the consumers of virtual idols.They play the roles of active "producers",enthusiastic "communicators" and loyal "consumers".In the context of consumer society,the traditional focus on production is gradually replaced by a focus on consumption,and capital begins to focus on consumer demand and engage in refined and personalized production to enhance market competitiveness.As a typical representative of the consumer society,fans’ consumption behavior characteristics become an important basis for the platform to formulate operational strategies.Therefore,the specific operation strategy of Luotianyi is centered on fans.On the basis of mastering fans’ consumption behaviors,Luotianyi realizes loyalty satisfaction of fans and users through the four links of user recruitment,user retention,user promotion and user transformation,so as to realize the improvement of its market value.This paper constructed an operation effect evaluation system covering 4 first-level indicators and19 second-level indicators.Based on the application of analytic hierarchy process(AHP)and fuzzy evaluation method,a fuzzy comprehensive evaluation was carried out on the actual operation effect of Luotianyi.The results showed that the fuzzy evaluation grade of the operation effect of Luotianyi was "good",with a specific score of 3.694,and its social benefit was superior to economic benefit.From the subdivision results of each index,the market operation of Luotianyi still has a certain degree of weaknesses,which restricts the further improvement of the industrialization development of Luotianyi,mainly manifested as: fuzzy user portrait,capture of recommendation mechanism,unstable retention of fans,low liquidity,unequal cultural benefits.Based on this,this paper proposes to refine the behavior characteristics and construct a flexible algorithm.Improve fan experience and cultivate seed fans;Highlight brand tone,innovative product form;Focus on value fit,shoulder idol responsibility and other optimization measures and solutions.