Development Status and Trend of 1. Omni-media Interactive Center Industry

The all-media interactive center is a new media form that organically combines news, radio, television, Internet and other communication media to realize the interaction between society, government, enterprises and individuals. Full Media Interactive Center has the following features:

The content is rich and diverse, covering news, entertainment, education, life and other fields, meeting the needs and preferences of different consumers;

The form is flexible and changeable, and can adopt various forms such as text, pictures, audio, video, etc., as well as various systems such as 3Glive, video conference, interactive computer platform, SMS/information platform, etc., to realize the integration and interaction of multimedia;

The mode of transmission is extensive, and it can be transmitted and received through various terminals such as TV, computer, mobile phone, tablet, etc., as well as various channels such as cable, wireless and satellite, etc;

Strong interaction can realize two-way or multi-directional communication between consumers and media, consumers and consumers, consumers and society, and enhance consumers' sense of participation and experience.

The all-media interactive center industry has developed rapidly in recent years, mainly driven by the following factors:

The advancement of information technology has provided technical support and innovation power for the all-media interactive center, such as the application of cloud computing, big data, artificial intelligence, 5G and other technologies, making the content production, transmission, storage, analysis and display of the all-media interactive center more efficient and intelligent;

The diversification of consumer demand provides market demand and development space for the all-media interactive center, such as consumers' demand for information acquisition, processing, sharing and feedback, as well as for personalization, customization, socialization and entertainment. The demand makes the content of the all-media interactive center more rich and diverse;

The support of government policies provides a policy environment and development opportunities for the all-media interactive center, such as the National New Urbanization Plan (2023-2029), the National Informatization Development Strategy Outline, and the National New Generation Artificial Intelligence Development Plan "Policy documents such as" all put forward guidance and requirements for the construction and development of the all-media interactive center.

The all-media interactive center industry will continue to maintain the momentum of development in the future, mainly in the following trends:

The content is more precise, through the collection and analysis of consumer behavior, preferences, needs and other data, to achieve consumer segmentation and portrait, to provide more in line with consumer personality and needs of the content, improve consumer satisfaction and loyalty;

The form is more intelligent. Through the use of artificial intelligence, Internet of Things, virtual reality and other technologies, the intelligent management and optimization of the all-media interactive center are realized, the efficiency and quality of the all-media interactive center are improved, and the perception and experience of consumers are enhanced;

Communication is more comprehensive, by expanding the coverage and penetration depth of the all-media interactive center, to achieve all-round, all-time, all-scene coverage and services to consumers, and enhance the influence and value of the all-media interactive center;

The interaction is more in-depth. By strengthening the social and entertainment functions of the all-media interactive center, we can realize the in-depth communication and interaction with consumers, enhance consumers' sense of participation and belonging, and promote consumers' co-creation and sharing.

Importance and methods of 2. consumer research

Consumer research refers to the process of collecting, analyzing and interpreting consumer information in various ways to understand consumer needs, preferences, behavior, satisfaction, etc., so as to provide basis and guidance for product design, service testing, marketing, etc. Consumer research is of great significance to the development of the all-media interactive center industry, which is mainly reflected in the following aspects:

Help the all-media interactive center understand the real needs and pain points of consumers, so as to provide content and services that are more in line with consumer expectations and needs, and improve consumer satisfaction and loyalty;

Help the all-media interactive center discover the potential needs and new trends of consumers, so as to layout and innovate in advance, seize market opportunities, and enhance the competitiveness and leading advantages of the all-media interactive center;

Help the all-media interactive center to evaluate consumer feedback and effects, so as to adjust and optimize in time, improve the performance and quality of the all-media interactive center, and enhance the efficiency and value of the all-media interactive center;

Help the all-media interactive center to establish a database and portrait of consumers, so as to realize the segmentation and precision of consumers, and improve the marketing effect and conversion rate of the all-media interactive center.

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the quantification and analysis of consumer information through mathematical and statistical methods to arrive at representative and credible information.Conclusionmethods of research. The main methods of quantitative research are questionnaire survey, experimental design, data mining and so on. Qualitative research refers to the in-depth and detailed understanding of consumer information through non-mathematical and non-statistical methods to arrive at insightful and creative information.Conclusionmethods of research. The main methods of qualitative research are interviews, observations, focus groups, case studies, etc. Quantitative research and qualitative research have their own advantages and limitations, and should be flexibly selected and used in combination according to different purposes and scenarios.

3. Shangpu Consulting's Consumer Research Case

Shangpu Consulting Company is a consulting service company specializing in the industry of all-media interactive center, providing consulting services in strategic planning, product design, service testing, marketing and other aspects for the construction and operation of all-media interactive center. Shangpu Consulting attaches great importance to consumer research and believes that consumer research is one of the key factors for the success of the all-media interactive center. Shangpu Consulting has conducted consumer research for customers of multiple all-media interactive centers, and achieved good results and feedback. The following are two consumer research cases from Shangpu Consulting, which introduce the objectives, programs, activities and results of the research.

Case 1: Designing new products and services for an all-media interactive center in a city

Research objectives: to understand the needs, preferences, satisfaction and expectations of consumers in the city for the all-media interactive center, design new products and services for the city's all-media interactive center, and enhance the user experience and value of the all-media interactive center.

Research programme: a combination of quantitative and qualitative research is used, divided into the following steps:

Step 1: Through a questionnaire survey, collect the basic information of consumers in the city about the all-media interactive center, such as frequency of use, duration of use, scene of use, terminal of use, content of use, experience of use, etc., as well as the overall evaluation and suggestions for the all-media interactive center.

Step 2: Through data mining, clean, organize, analyze and visualize the questionnaire data to discover consumer behavior patterns, preference characteristics, demand differences, satisfaction factors, etc., as well as the advantages and disadvantages of the all-media interactive center.

Step 3: Through interviews and observations, conduct in-depth exchanges and observations with some consumers to understand consumers' deep-seated needs, pain points, expectations and experiences for the all-media interactive center, as well as the specific use of the all-media interactive center Situation and feedback.

Step 4: Through case analysis, analyze and learn from the products and services of excellent all-media interactive centers at home and abroad, in order to find the innovation and optimization points of all-media interactive centers, as well as the design ideas and directions of products and services suitable for consumers in the city.

Research activities: Shangpu Consulting has organized a research team composed of 10 professionals, who are responsible for questionnaire design, data analysis, interview arrangement, observation record, case study and so on. The research team completed the following research activities within one month:

Through the network and on-site methods, 1000 consumers in the city were distributed questionnaires, and 950 valid questionnaires were recovered, with a recovery rate of 95%;

Through software such as Excel and SPSS, the questionnaire data are cleaned, sorted, analyzed and visualized, and a series of statistical results and charts are obtained, such as the distribution of consumers' age, gender, education, income, etc., as well as the distribution and correlation of consumers' use frequency, use duration, use scenario, use terminal, use content, use feeling, etc. of the all-media interactive center, as well as the distribution and classification of consumers' overall evaluation and suggestions for the all-media interactive center;

Through telephone and video, some consumers were interviewed, and a total of 50 consumers were interviewed. The interview duration of each consumer was 30 minutes. The content of the interview included consumers' deep-seated needs for the all-media interactive center., Pain points, expectations and experiences, as well as the specific usage and feedback of the all-media interactive center;

Through on-site and online methods, some consumers were observed, and a total of 100 consumers were observed. The observation time of each consumer was 1 hour. The observation content included consumers' behavior when using the all-media interactive center. Expressions, language, emotions, etc., as well as the problems and difficulties encountered by consumers when using the all-media interactive center;

Through the way of literature and network, this paper analyzes and draws lessons from the products and services of the excellent all-media interactive center at home and abroad, and analyzes 10 cases in total. The analysis content of each case includes the background, target, products, services, effects and evaluation of the all-media interactive center, as well as the innovation and optimization points of the all-media interactive center, and the design ideas and directions of products and services suitable for consumers in the city.

Research results: According to the results of the research activities, Shangpu Consulting has designed new products and services for the city's all-media interactive center, mainly including the following aspects:

In terms of content, according to the needs and preferences of consumers, more localized, personalized, socialized and entertaining content is added, such as local news, local culture, local food, local tourism, local activities, personality recommend, personality customization, personality sharing, social interaction, social games, social shopping, social learning, entertainment programs, entertainment competitions, entertainment voting, etc, to increase consumer interest and engagement;

In terms of form, according to the consumer's use scenario and terminal, the interface design and interaction design of the all-media interactive center are optimized, such as adding multiple input methods such as voice, gesture, touch, and animation, sound effects, vibration, etc. Feedback methods to improve the convenience and comfort of consumers;

In terms of communication, according to the usage period and channel of consumers, the coverage and penetration depth of the all-media interactive center are expanded, such as adding mobile terminals, tablet terminals, TV terminals and other terminals, as well as wired, wireless, satellite and other channels, so as to improve the contact rate and coverage rate of consumers;

In terms of services, according to consumers' experience and feedback, the service quality and service level of the all-media interactive center have been improved, such as the addition of online customer service, online tutorials, online evaluations and other service functions, as well as points, discounts, gifts and other service incentives to improve consumer satisfaction and loyalty.

Shangpu Consulting submitted the design of new products and services to the customers of the city's all-media interactive center, which was recognized and adopted by the customers, and also received praise and support from consumers, making the city's all-media interactive center The number of users, user activity, user retention rate and other indicators have been significantly improved.

Case 2: Testing new products and services for an enterprise's all-media interactive center

Research objectives: to evaluate the performance, quality, effect and value of new products and services of an enterprise's all-media interactive center, to provide test feedback and optimization suggestions for an enterprise's all-media interactive center, and to improve the user experience and value of the all-media interactive center.

Research programme: a combination of quantitative and qualitative research is used, divided into the following steps:

The first step: through experimental design, design a series of test plans, including test objectives, test objects, test contents, test methods, test indicators, test tools, etc., in order to conduct comprehensive and systematic testing of new products and services in the all-media interactive center.

The second step: through data collection, collect all kinds of data generated during the test process, such as the basic information of the test object, the use of the test content, the implementation of the test method, the measurement results of the test indicators, the operation of the test tools, etc., in order to objectively and effectively evaluate the new products and services of the all-media interactive center.

Step 3: Through data analysis, clean, organize, analyze and visualize the data collected from the data to discover the advantages and disadvantages of the performance, quality, effect and value of the new products and services of the all-media interactive center, as well as influencing factors And the direction of improvement.

Step 4: Through interviews and observations, conduct in-depth exchanges and observations on some test subjects to understand the test subjects' feelings, feedback, suggestions and expectations for the new products and services of the All-Media Interactive Center, as well as for the All-Media Interactive Center Specific usage and experience of new products and services.

Research activities: Shangpu Consulting Company organized a research team composed of 10 professionals, responsible for experimental design, data collection, data analysis, interview arrangement, observation records and other work. The research team completed the following research activities within one month:

Through the network and on-site, 100 consumers of an enterprise were given test invitations, and 90 valid invitations were recovered, with a recovery rate of 90%;

Through the network and on-site, 90 test subjects were provided with the new products and services of the all-media interactive center, allowing the test subjects to freely use the new products and services of the all-media interactive center within one month, and at the same time A variety of testing methods were carried out, such as functional testing, performance testing, compatibility testing, usability testing, reliability testing, security testing, etc, in order to conduct a comprehensive and systematic test of the new products and services of the all-media interactive center;

Through software such as Excel and SPSS, the various data generated in the test process are cleaned, sorted, analyzed and visualized, and a series of statistical results and charts are obtained, such as the distribution of age, gender, education, income and so on, and the distribution and correlation of the test object's use frequency, use duration, use scenario, use terminal, use content, use feeling, etc. of the new products and services of the all-media interactive center, as well as the evaluation and classification of the test object's performance, quality, effect and value of the new products and services of the all-media interactive center;

A total of 30 test subjects were interviewed by telephone and video. The interview duration of each test subject was 30 minutes. The content of the interview included the test subject's feelings, feedback, suggestions and expectations for the new products and services of the all-media interactive center, as well as the specific usage and experience of the new products and services of the all-media interactive center;

By means of field and network, some test objects were observed. A total of 60 test objects were observed. The observation time of each test object was 1 hour. The observation content included the behavior, expression, language and emotion of the test object when using the new products and services of the all-media interactive center, and the problems and difficulties encountered by the test subjects when using the new products and services of the all-media interactive center.

Research results: According to the results of the research activities, Shangpu Consulting Company provided test feedback and optimization suggestions for the all-media interactive center of an enterprise, mainly including the following aspects:

In terms of performance, the performance of the new products and services of the All-Media Interactive Center is good, and there are no obvious failures and delays, but there are still some details that can be improved, such as adding a caching mechanism, optimizing network connections, and improving concurrency capabilities. Improve the running speed and stability of the new products and services of the All-Media Interactive Center;

In terms of quality, the quality of the new products and services of the all-media interactive center is excellent, and there are no obvious errors and defects, but there are still some details that can be improved, such as increasing user feedback mechanism, optimizing user interface, improving user-friendliness, etc. In order to improve the ease of use and aesthetics of the new products and services of the all-media interactive center;

In terms of effect, the effect of the new products and services of the all-media interactive center is remarkable, which can meet the needs and expectations of users and enhance the experience and value of users. However, there are still some details that can be improved, such as increasing user incentive mechanism, optimizing user recommend, improving user transformation, etc., so as to improve the attractiveness and retention of new products and services of the all-media interactive center;

In terms of value, the new products and services of the all-media interactive center have outstanding value performance, which can bring convenience, comfort, fun and benefits to users, and improve user satisfaction and loyalty. However, there are still some details that can be improved, such as increasing user participation mechanism, optimizing user social interaction, and improving user co-creation, In order to improve the influence and value of new products and services of the all-media interactive center.

Shangpu Consulting Company submitted the test feedback and optimization suggestions to the customers of an enterprise's all-media interactive center, which was recognized and adopted by the customers, as well as praised and supported by the users. as a result, the market performance and competitiveness of the new products and services of an enterprise's all-media interactive center have been significantly improved.

The Enlightenment and Suggestions of 4. Consumer Research on All-media Interactive Center Industry

Through the above two consumer research cases, we can draw the following enlightenments and suggestions from consumer research to the all-media interactive center industry:

Consumer research is one of the core competitiveness of the all-media interactive center industry. It should be the regular and necessary work of the all-media interactive center. Consumer research should be conducted regularly and continuously to maintain the sensitivity and innovation of the all-media interactive center;

Consumer research should be consumer-centered, with consumer demand, preference, behavior, satisfaction, etc. as the focus of the research, consumer experience, value, feedback, etc. as the research objectives, and consumer participation, Co-creation, sharing, etc. as the research philosophy;

Consumer research should adopt a combination of quantitative research and qualitative research to achieve a comprehensive and in-depth understanding of consumers, as well as an objective and effective evaluation of the all-media interactive center. At the same time, it should be based on different purposes and scenarios. Choose and combine different research methods and tools;

Consumer research should pay attention to the application and transformation of the research results, and transform the research results into the basis and guidance of product design, service testing, marketing, etc. of the all-media interactive center. At the same time, it should pay attention to the supervision and improvement of the research process, and continue Optimize and improve the quality and level of consumer research.