“微短剧+”视听新质生产力培育路径研究——基于浙江省问卷调查的实证分析
Research on the Cultivation Pathways of “Short-Form Series+” in New-Quality Audio-Visual Productive Forces—An Empirical Analysis Based on Questionnaire Surveys in Zhejiang Province

国家广播电视总局推出“微短剧+”行动计划，激发视听领域新质生产力的创新活力，推动“微短剧+”产业跨界融合发展。本文首先对微短剧的行业发展模式及用户需求状况进行文本挖掘。其次通过问卷调查收集810份用户行为问卷数据，运用用户特征画像模型构建“需求–场景–对策”匹配框架；结合云模型理论从内容质量、经济成本、价值传递三维度量化用户对“微短剧+”不同模式的满意度，揭示“微短剧+”不同模式的视听新质生产力转化成效；基于关联规则模型挖掘出过度沉浸剧情、情绪价值不及预期、负面价值观等核心障碍因子。最后基于用户需求导向的“四维协同”机制，提出视听新质生产力的培育路径，即供给侧改革、需求侧管理、生态协同优化、制度提供保障，促进“微短剧+”产业的可持续发展。
The National Radio and Television Administration has introduced the “Short-Form Series+” initiative to stimulate innovation and enhance the vitality of new-quality productive forces in the audiovisual sector, while promoting cross-sector integration within the industry. First, this paper conducts a text mining analysis of the development model and user demand characteristics of short-form series. Then 810 user behavior questionnaires were collected through survey research, and a user profile modeling approach was applied to establish a “Demand-Scenario-Countermeasure” matching framework. Combining cloud model theory, we quantify users’ satisfaction with different models of “Short-Form Series+” from three dimensions: content quality, economic cost, and value transmission. This reveals the effectiveness of the transformation of new-quality audio-visual productive forces in different models of “Short-Form Series+”. Based on the association rule model, we identify core obstacles such as excessive immersion in the plot, emotional value not meeting expectations, and negative value orientations. Finally, guided by user needs and a “four-dimensional synergy” mechanism, we propose a cultivation path for new-quality audio-visual productive forces, namely supply-side reform, demand-side management, ecological synergy optimization, and institutional support. This aims to promote the sustainable development of the “Short-Form Series+” industry.