PAGE\*MERGEFORMAT4PAGE\*MERGEFORMAT1摘要鉴于互联网技术迅猛发展，在线视频业经历了一系列转变。体验营销模式的背景下视频网站竞争激烈，在线视频网站开始发展会员制度。对哔哩哔哩弹幕网来说，其拥有的庞大用户群体对会员制度发展有关键作用。因此会员制的发展是当前线上视频网站发展的重点。本文主要围绕哔哩哩哔弹幕网大会员服务以及大会员用户消费群体特性，明确了大会员为体验营销模式带来的冲击和改变，从而把握会员体验模式的变革动向，提升消费者购买意愿。本文把哔哩哔哩弹幕网大会员作为研究的对象，通过SPSS分析结果统计显示，在体验营销方面，发现浏览时长久的会员用户的认知度较高，由于用户浏览习惯和分区差异；在购买意愿方面，发现浏览时长久、浏览频率低，使用时间久的用户有较高的购买意愿，原因在于调查用户的职业所影响浏览时间以及对会员认知程度差异；从回归分析可以表明体验营销和购买意愿之间存在显著的正相关关系，原因在于用户个体间的需要差异通过实际的体验得到使用范围内的需求满足，正面推动用户购买意愿的产生。为此，本文以体验营销为关键点，以购买意愿为核心，提出优化会员体验营销的针对性建议。关键词：在线视频业体验营销用户购买意愿哔哩哔哩弹幕网AbstractInconsiderationoftherapiddevelopmentofInternettechnology,theonlinevideoindustryhasexperiencedaseriesoftransformations.Underthebackgroundofexperientialmarketingpattern,thecompetitionofvideowebsitesisfierce.Onlinevideowebsiteshasstartedtodevelopmembershipsystems.ForBilibili.com,theenormoususergroupitpossesseshasplayedacriticalroleinthedevelopmentofmembershipsystem.Asaresult,thedevelopmentofmembershipsystemisthekeypointofcurrentonlinevideowebsitedevelopment.ThisarticlemainlycentresonthemembershipserviceofbilibiliforAndroidaswellasthecharacteristicsofthemembershipuserconsumergroup,andmakescleartheimpactandchangesbroughtbythemembershiptotheexperiencemarketingpattern,soastograspthereformtendencyofthemembershipexperiencepatternandpromotetheconsumers'purchaseintentions.Inthisarticle,wetakethemembershipofthebilibiliforAndroidastheresearchobject.BymeansofSPSSstatisticalanalysisresultsshow,intermsofexperiencemarketing,wefindthatthemembershipuserswhobrowseforalongtimehaveahighercognitiondegree.Duetothedifferencesofusers'browsinghabitsandpartitions,intermsofpurchaseintention,wefindthatuserswithlongbrowsingtime,lowbrowsingfrequencyandlongusingtimehavehigherpurchaseintention.Thereasonistoinvestigatetheinfluenceofusers'occupationsonbrowsingtimeaswellasthedifferenceinthecognitiondegreeofmembership.Theanalysisofregressioncanindicatethatthereisaprominentpositivecorrelationrelationshipbetweenexperiencemarketingandpurchaseintention,itsrea