【摘要】 随着“耳朵经济”的强势回归，出版机构播客作为传统出版业与听觉媒介融合的新形态，为出版业注入了新的活力。深入理解用户需求并据此优化内容，对出版机构播客发展具有重要意义。基于文献扎根分析和专家咨询，提炼出17项用户需求指标。结合问卷调查法、Kano模型以及Better-Worse系数分析，对用户需求进行识别与分类。出版机构播客用户需求可划分为3项必备型需求、5项期望型需求、4项魅力型需求和5项无差异型需求。基于此，本文提出针对性优化策略:播客节目内容应聚焦内容本身价值、重视潜在情感需求、适度调整社会属性比重。建议出版机构播客参考用户需求优先级，合理规划内容建设，实现精准需求匹配与人文关怀。更多还原

【Abstract】 With the strong resurgence of the ear economy, podcasts produced by publishing organizations,as a new form of content integrating traditional publishing with auditory media,have injected fresh vitality into the publishing industry. Understanding user needs and optimizing content accordingly can provide valuable insights and recommendations for the development of publishing organizations and their podcasts. Based on literature grounding and expert consultations,17 user demand indicators were identified. A combination of questionnaire surveys,the Kano model,and Better-Worse coefficient analysis was used to classify and identify the identified needs.The user needs for publishing organization podcasts were categorized into three must-have,five expected,four attractive,and five indifferent needs. Based on these findings,targeted recommendations were made,including the need for publishing podcasts to focus on the content itself,prioritize potential emotional needs,and moderately adjust the social attribute balance. These suggestions aim to rationally plan podcast content with a focus on user needs, ensuring a true match between content and user expectations while maintaining a humanistic approach.更多还原