摘 要2009 年新浪微博横空出世，经过一段时间的野蛮生长后，渐渐打败了打败了一众竞争对手，变成了独霸一方的存在。但自 2012 年来，巨大的流量无法实现到盈利的转化，加上糟糕的用户体验，新浪微博一直被唱衰。但是 2014 年第四季度，新浪微博首次实现了季度盈利，从此迎来了新时期。在 2016 年新浪微博更是打了一个漂亮的翻身仗，实现巨大的盈利，股 价暴涨。这得益于新兴的直播和网红等模式的兴起，用户数量和活跃用户的快速增加。但是 漂亮的数据后面，是一直无法改变的糟糕用户体验。新浪微博致力于把自己打造成一个综合 的平台，每次更新都会增添内容，这导致了用户体验的持续糟糕。精英用户已经纷纷离开新 浪微博，去往用户体验更好的平台，如知乎豆瓣等。 本文通过定性分析法文献分析法和问卷调查法，总结了实现持续盈利后新浪微博存在的一些 用体验的问题。并通过搜集资料前人研究的理论模型，选择了董淑芳对低粘度用户的影响因 素的研究理论，从网站的社会体验、网站的内容体验、网站的互动体验、网站的娱乐体验和 网站的感官和互动体验五个方面出发，针对持续盈利时期新浪微博存在的一些问题，提出一 些建设性的建议。希望对新浪微博的用户体验优化具有一定的作用。88170

毕业论文关键词：持续盈利； 新浪微博； 用户体验； 低粘度用户

Abstract In 2009, Sina Weibo, after a period of barbaric growth, gradually defeated the defeated other Competitors, become the existence of a party。 But since 2012, huge traffic has not been able to achieve a profitable transformation, plus a bad user experience, Sina Weibo has been Sing the Blues。 But in the fourth quarter of 2014, Sina Weibo achieved its first quarterly profit and ushered in a new era。 In 2016 Sina Weibo get out of the trouble, achieving huge profits and stock prices soared。 This benefits from the rise of emerging live and internet patterns, the rapid increase of users and active users。 But after beautiful data, it is a bad user experience that has been unable to change。 Sina Weibo is committed to building itself into a comprehensive platform, each update adds content, which leads to the continued poor user experience。 Elite users have left Sina Weibo to experience a better platform, such as Zhihu and Douban, etc。

Through the Qualitative Analysis method literature analysis and questionnaire survey, this paper summarizes some problems existing in Sina micro-blog after the sustainable profit。 Through the theoretical model of previous research, this paper selected the research theory of the influencing factors of low viscosity users, from the social experience, website content experience, interactive experience, entertainment experience and the sensory and interactive experience of the website, put forward some constructive suggestions。 Hope has a certain role to the user experience optimization of Sina micro-blog。

Key  words:  Continuous profit; Sina Weibo; User experience; Low viscosity customer

目 录

摘要 2

Abstract 3

1 绪论 5

1。1 研究背景源-于,优W尔Y论L文.网wwW.youeRw.com 原文+QQ75201,8766与意义 5

1。2 研究目的 6

1。3 研究思路 6

2 相关理论 7

2。1  国内外用户体验研究理论