UGC营销对客户感知价值的影响研究——以网易云音乐用户为例

On the Effect of UGC Marketing on Customer Perceived Value——Take Netease Cloud Music as an Example

随着互联网的普及,用户生成内容(UGC)越来越受到欢迎,也产生了利用用户生成内容进行运营、宣传、推广的新营销方式——UGC营销.将用户感知价值分成功能价值、情感价值、社会价值、感知付出四个方面,以网易云音乐为例,对平台上用户创建歌单的评论变化进行数据捕捉和研究,并通过问卷设计和统计分析,最终获得UGC营销的各种形式对用户感知价值的影响.

With the popularity of the Internet, user generated content （UGC） is becoming more and more popular. It also generates UGC marketing, which is a new marketing way that uses user generated content to operate, publicize and popularize. The paper divides user perceived value into functional value, emotional value, social value, and perceived sacrifice. Taking the NetEase cloud music as an example, it captures and studies the data of reviews change of playlists, and a questionnaire design and statistical analysis have been done. Finally we obtain the effects of various forms of UGC on user perceived value.