【作者】 陈政；

【导师】 刘友芝；

【作者基本信息】 武汉大学 ， 传播学， 2020， 硕士

【摘要】 新媒体技术革命深刻解构了传统媒体时代的传播模式,传统媒体原有的受众与广告市场被迅速扩张的新媒体占领。危机之下,传统主流媒体纷纷试水手机新闻客户端,寻求市场突围。经过几年发展,传统媒体完成了传播技术和传播介质的新媒体形式转型,但在思维理念、运作流程、产业模式等新媒体实质转型方面还不容乐观。澎湃新闻APP是全国第一个由传统媒体向新媒体全面转型的产品,经过五年的努力,逐步成熟成形。然而,其产品在用户体验方面仍然存在局部欠佳问题,其实质折射出深耕用户服务运作方面的内部问题;也是传统媒体向新媒体转型过程中普遍存在的内外部问题。本着“由外而内”、“以小见大”的“管中一窥”研究思维,本研究对澎湃新闻APP的用户体验情况进行研究,运用内容分析法和层次分析法,建立了澎湃新闻用户体验评价指标体系,并实际运用模糊综合评价,最终得出了澎湃新闻用户体验的综合评价结果。总体研究结果表明,用户对澎湃新闻APP体验给出了较高得分的评价,在产品接入层面指标和内容层面指标两个层次,对其用户体验的总体满意度做出了积极贡献;而在关系层面指标和服务层面指标两个层次,则是局部影响其用户体验满意度的主要因素。澎湃新闻APP用户体验总体良好,但局部仍有优化的空间;据此,本研究从外在的产品功能优化和内在的组织架构调整两个层面提出用户体验优化策略。研究发现,作为我国传统媒体向新媒体全面转型的产品,澎湃新闻APP的总体成功并非偶然,背后有着特定的互联网新型主流媒体的综合运行规律:主动投身我国整体的互联网新媒体内容生态,在主打其核心原创内容竞争优势的同时,也重视互联网产品功能、界面设计在用户体验方面的“底层逻辑”与互联网整体市场运作体制机制的“顶层逻辑”。这对我国传统媒体新媒体转型的整体启示是:在满足互联网用户基本需求的前提下,强化其内容为王的核心功能,推进体制机制、资本、技术、人才等要素的协同创新。更多还原

【Abstract】 The new media technology revolution has profoundly deconstructed the mode of communication in the era of traditional media.The original audience and advertising market of traditional media are occupied by rapidly expanding new media.Under the crisis,traditional mainstream media have tried their mobile news clients to seek market breakthroughs.After several years of development,traditional media has completed the transformation of new media forms of communication technology and communication media,but it is still not optimistic in terms of the substantial transformation of new media in terms of thinking concepts,operating processes,and industrial models.The Paper is the first product in the country to fully transform from traditional media to new media.After five years of hard work,it has gradually matured and formed.However,its products still have some local problems in terms of user experience,which essentially reflects the internal problems of cultivating user services;it is also a common internal and external problem in the process of transition from traditional media to new media.In line with the research idea of "seeing from the inside" of "from the outside" and "seeing the big from the small",this research studies the user experience of The Paper,using content analysis and analytic hierarchy process The index system of news user experience evaluation,and the actual use of fuzzy comprehensive evaluation,finally got the comprehensive evaluation results of surging news user experience.The overall research results show that users give a high score to the experience of The Paper.At the two levels of product access level indicators and content level indicators,they have made positive contributions to the overall satisfaction of their user experience;Relationship level indicators and service level indicators are the main factors that partially affect their user experience satisfaction.The user experience of The Paper is generally good,but there is still room for optimization in some parts.According to this,this study proposes user experience optimization strategies from the two levels of micro product function optimization and macro organization structure adjustment.The study found that as a product of the comprehensive transformation of China’s traditional media to new media,the overall success of The Paper is not accidental.There is a specific integrated law of the new mainstream Internet media behind it: active participation in China’s overall Internet new media content ecology.At the same time as its core original content competitive advantage,it also pays attention to the "bottom logic" of Internet product functions and interface design in terms of user experience and the "top logic" of the overall Internet market operation mechanism.The overall enlightenment for the transformation of new media in traditional media in our country is: on the premise of satisfying the basic needs of Internet users,the core function of strengthening content is king,and the collaborative innovation of institutional mechanisms,capital,technology,and talents is promoted.更多还原