分众崛起之道（The rise of the masses）.docVIP

分众崛起之道（The rise of the masses） Analysis of the rising of Focus Media under the new media environment - the audience is the nucleus, the channel is the king, and the new media development has been opened up Wei Cao 2009, 04, 25, 12:38, source: Peoples Network - media channels [size] small print message forum fanchon mobile phone reviews error correction E-mail recommendation: Abstract: under the background of market economy, the information needs of the audience is increasingly refined, advertisers also thinking has changed greatly, the former is a media centric thinking, is now starting to think about the problem from the target audience. Focus Media to build a circle of life, the media essentially emphasizes the media more accurate coverage, and through the combination of living environment, become more influential media. In a sense, the circle of life media is only a combination of a variety of media and combinations. This integration strategy makes its value, the value of customer service value, including its own value and monopoly value; in addition, the integration can make cost reduction, the formation of focus on the dissemination and monopoly of communication. The emergence of the life circle media (Focus Media) has enabled advertising to continue to propagate effectiveness, and the formation of life circle media is just the signal of the era of big media monopolistic communication. This paper intends to focus on the audience as the core, the channel as the trump card in two aspects of the success of the media to do a study. Key words: audience differentiation, contact point, scale acquisition We I. Introduction Yu Guoming, a media researcher in China, is based on the market competition of media. From the perspective of value theory, the value of information is divided into three levels: value of use, value of exchange and symbolic value. He believes that the 1, the value of information before the two level corresponds to the dissemination of market scarce e