改革开放以来，生活质量与人均收入的不断提升，人民的需求水平不断提高， 需求结构相应调整，需求内容也由传统的物质需求向精神文化需求逐渐转变。在 众多的精神需求中，知识类产品已逐渐成为影响经济文化发展的主导力量。而信 息技术的快速发展和普及，互联网逐渐成为了知识传播的重要渠道，对个人、社 会乃至整个国家的发展都具有着前所未有的重要意义。特别是在知识焦虑和泛娱 乐化的作用下，网络视频中科普知识类视频异军突起，逐渐走入大众视野，各类 视频平台的出现也为知识的传播开辟了一条崭新的途径和道路。然而，在互联网 高速发展的时代，众多优质视频平台相继出现，并给予了知识类视频充分的重视 和投入，形成了视频平台知识细分领域较为激励的市场竞争。而对于互联网企业 而言，能否取得市场竞争力，用户的满意程度就成为关键之一。 本文以 B 视频平台知识区板块为具体研究实例，分析影响其用户满意度的 相关因素，并据此提出有针对性的改善策略。首先，结合 B 视频平台的发展历 程、产品特征、用户画像和运营现状对 B 视频平台整体的发展现状进行了阐述， 进一步的对 B 视频平台的竞争环境和知识区板块的发展现状进行了分析，为研 究提供实际参考。其次，研究借鉴 ECSI 模型，构建了符合 B 视频平台知识区板 块用户满意度的评价指标，并结合指标体系设计调查问卷，主要从用户期望、感 知质量、品牌形象、感知价值、用户满意和用户忠诚等方面入手，设计调查题项。 再次，通过对调查问卷结果的梳理，明确现阶段 B 视频平台知识区板块的用户满 意度现状，进一步地，通过深入分析，挖掘影响 B 视频平台知识区板块用户满意 度的主要因素，分别为：视频来源、平台整体质量、观看动机、视频内容质量优 劣、视频剪辑质量、视频整体包装个人需求的满足等。 最后，针对主要影响因素，提出用户满意度的提升策略，第一是超越用户期 望，提高用户满意度；第二是挖掘用户观看动机；第三是提升知识类视频的内容 质量；第四是培养优秀的之类视频制作者。

Since the reform and opening up, the quality of life and per capita income have been continuously improved, and the level of people's needs has been continuously improved. The demand structure has been adjusted accordingly, and the demand content has gradually shifted from traditional material needs to spiritual and cultural needs. Among the numerous spiritual needs, knowledge products have gradually become the dominant force affecting economic and cultural development. With the rapid development and popularization of information technology, the Internet has gradually become an important channel for knowledge dissemination, and has unprecedented significance for the development of individuals, society, and even the entire country. Especially under the influence of knowledge anxiety and pan entertainment, popular science knowledge videos in online videos have emerged and gradually entered the public's view. The emergence of various video platforms has also opened up a new way and path for the dissemination of knowledge. However, in the era of rapid development of the Internet, numerous high-quality video platforms have emerged one after another, and they have given sufficient attention and investment to knowledge-based videos, forming a more exciting market competition in the field of knowledge segmentation on video platforms. For internet companies, the satisfaction of users becomes one of the key factors in achieving market competitiveness. This article takes the knowledge area section of the B video platform as a specific research example, analyzes the relevant factors that affect user satisfaction, and proposes targeted improvement strategies based on this. Firstly, based on the development history, product characteristics, user profiles, and operational status of the B video platform, the overall development status of the B video platform was elaborated. Furthermore, the competitive environment and the development status of the knowledge area of the B video platform were analyzed, providing practical reference for research. Secondly, based on the ECSI model, an evaluation index for user III satisfaction in the knowledge area section of the B video platform was constructed, and a survey questionnaire was designed using the index system. The survey items were mainly designed from the perspectives of user expectations, perceived quality, video image, perceived value, user satisfaction, and user loyalty. Once again, by sorting out the survey questionnaire results, the current status of user satisfaction in the knowledge area section of the B video platform is clarified. Furthermore, through in-depth analysis, the main factors that affect user satisfaction in the knowledge area section of the B video platform are identified, including video source, overall platform quality, viewing motivation, video content quality, video editing quality, and the satisfaction of individual needs for overall video packaging. Finally, based on the main influencing factors, propose strategies to improve user satisfaction. The first is to exceed user expectations and improve user satisfaction; The second is to explore users' viewing motivation; The third is to improve the content quality of knowledge videos; The fourth is to cultivate excellent video producers.