[目的/意义]用户是公共文化云平台活动服务的最终接受者，基于文化云活动用户的在线评论，客观分析用户对公共文化云平台活动的需求，针对需求优化文化活动供给形式和内容，提升公共文化云平台活动质量。[方法/过程]以公共文化云平台活动在线评论与留言为数据来源，利用扎根理论方法进行质性分析，构建公共文化云平台活动用户需求框架，并结合情感分析，计算用户对各需求要素的情感倾向。[结果/结论]组织需求、平台需求、活动需求为用户外部需求，参与动机、活动期望、感知价值等个体需求为内部需求，为提升用户对文化云活动的情感认同，从四个方面提出公共文化云平台活动优化建议，以支持公共文化云平台活动设计与管理决策。
[Purpose/Significance] Users are the final recipients of activity services on public culture cloud platforms. Analyzing users' needs for public culture cloud platform activities objectively according to users' online comments based on culture cloud activities, and optimizing the supply forms and contents of cultural activities according to the demand can improve the activity quality of public culture cloud platforms. [Method/Process] Taking online comments and messages from users of public culture cloud platform activities as data sources, and using the grounded theory for qualitative analysis, this study constructed the user need framework of public culture cloud platform activities. Furthermore, combined with sentiment analysis, users' emotional tendency towards the current need elements was calculated. [Result/Conclusion] Organizational needs, platform needs and activity needs are the external needs of users, personal needs of motivation to participate, event expectation and perceived value are the internal needs. To enhance the user sentiment recognition of culture cloud activities, suggestions for the optimization of public culture cloud platform activities are put forward from four aspects, so as to support the design and management decisions of activities on public culture cloud platform.
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