Research On User Demand Level And Satisfaction Strategy Of Public Digital Cultural Service Platform In Chengdu

Entering the new stage of development,the people’s diversified and multi-level spiritual and cultural needs have put forward higher requirements for the level of public cultural services.Under the background of the deep integration of modern information technology and public service,public digital cultural service has become a new position of cultural construction.As the basic carrier of public digital cultural service,the construction quality and effect of public digital cultural service platform is the key to open up the "last mile" of public cultural service.The demand and satisfaction of the public is the main direction of the construction and service of the public digital cultural service platform.Therefore,an in-depth study of the relationship between the service provision of public digital cultural service platform and the improvement of user satisfaction,as well as an in-depth discussion of the demand difference and priority satisfaction sequence of different services,is conducive to clarifying the gap between service provision and user demand,so as to improve the pertinence of platform services and public satisfaction,and effectively improve the effectiveness of public digital cultural service.The thesis chooses Chengdu public digital cultural service platform as the research object.First of all,under the guidance of the new public service theory and accessibility theory,through the literature research method,policy documents in national,Sichuan and Chengdu as well as domestic and foreign academic documents related to public digital cultural services are collected and sorted out.Semi-structured interviews are conducted with experts who have the background of learning,researching and working on public digital cultural service platforms.The qualitative data analysis software NVivo was used to encode and analyze policy documents,academic literature and expert interview records from three perspectives of "should have","could have" and "suggested",so as to construct an index system of user demand survey of Chengdu public digital cultural service platform.Secondly,under the guidance of human needs theory and attractive quality theory,according to the index system,a questionnaire is designed based on the KANO model and distributed in Chengdu,and the reliability and validity of the questionnaire and the statistical analysis of user demand data are conducted with the SPSS software.As a result,the user demand of Chengdu public digital cultural service platform is divided into four levels: basic quality,performance quality,attractive quality and indifferent quality.Finally,according to the results of user demand hierarchy division,various public digital cultural service platforms in Chengdu are investigated,analyzing its satisfaction of various service indicators in the four demand hierarchy and the satisfaction dilemma.Specifically,Basic demand satisfaction has not been popularized;performance demand satisfaction still has omissions;attractive demand satisfaction needs to be improved;and indifferent demand satisfaction needs attention.At the same time,through literature review and field investigation,the causes of various difficulties were analyzed,such as the lack of awareness of service supply and demand parties,the need to strengthen the platform operation and maintenance,the barriers to the comprehensive integration of service resources,the lack of complete change about platform service awareness.Based on the above research results,the thesis proposes optimization strategies for meeting the user demand levels of Chengdu public digital cultural service platform,that is,improving the attention to platform and continuously meeting the basic demand,strengthening the function of the platform and paying attention to meet the performance demand,enhancing the service capacity to gradually meet the attractive demand and concerning the public’s role to trying to focus on indifferent demand.