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受众,也称受传者,是传播过程中讯息的接收者,是读者、听众和观众的总称。受众资源是媒介开展日常竞争活动的三个主要资源(内容、受众、广告)之一。随着对受众认识的提高,受众已经取得了媒介产品消费者的地位。在以“消费者为导向”的买方市场下,“受众分析”便成了一个时髦的名词,通常被视作媒介开展生产活动的起点。但是,以受众为中心的经营模式是不是最好的呢?什么样的经营模式能使得媒体的收益最大化?本文旨在从媒介经营和传播生产活动的视角对此进行探讨。
Audience, also known as the recipient, is the recipient of the message in the process of communication, and is the general term for readers, listeners and audiences. Audience resources are one of the three main resources (content, audience, advertising) that the media carries out in daily competitive activities. As awareness of the audience increases, the audience has gained the status of a consumer of media products. In the “consumer-oriented” buyer’s market, “audience analysis” becomes a fashionable term that is often seen as a starting point for the media to carry out productive activities. However, is the audience-centric business model the best? What kind of business model can maximize the benefits of the media? This article aims to explore this from the perspective of media management and dissemination of production activities.