【作者】 龙建；

【导师】 彭逸林；

【作者基本信息】 重庆大学 ， 传播学， 2008， 硕士

【摘要】 技术发展催生了精确媒体。精确媒体更注重受众信息收集和分析。精确媒体是一种一对一互动式数字化复合媒体。一对一指传者受者关系一一对应,一个终端对应一个受众或受众单元(如家庭),互动指传播方式是双向互动,数字化指传播内容是数字化格式,复合指媒体功能趋于融合。精确媒体的出现改变了大众传播的属性,许多传播媒介不仅仅能做大众传播,还能在大众传播基础上做精确传播。精确传播指专业化的媒介组织运用先进的传播技术和产业化的手段,充分考虑大众的个性化需求,尽可能兼顾差异化与规模化进行信息生产,并且在具体的传播过程中以特定的个人或者某一受众单元为对象的传播。媒体融合的趋势会继续发展下去,随着下一步渠道的融合,媒体真正的竞争力差异在于对消费者的认识和把控能力。这时,媒体间的竞争就会跳出渠道竞争,跳出产品竞争,转而进入消费者竞争,而这种消费者竞争包括消费便利(渠道和时机相关),消费价格(成本相关),更主要是消费需求(沟通相关)的准确把握。媒体要提高自身竞争力,应该致力于成为一个媒体产品超市,并通过对消费者准确的认知,为消费者随时随地提供个性化的媒体产品,实现精确传播。这需要媒体在战略上清晰定位,寻找中找到差异化——可实现精确传播。在战术选择上,需要做到建立数据库,开展客户关系管理、开发增值业务、融合媒体手段、集成内容资源。更多还原

【Abstract】 Technology gave birth to the development of accurate media. The media pays more attention to accurate information collection and analysis of the audience. Accurate media is an interactive one-on-one digital media compound. One-on-one refers to the relationship that carriers corresponding to recipients,and a terminal corresponds to one audience or a unit (such as family). The interactive mode of transmission is a two-way interactive, and digital content refers to the spread of digital formats, that means the combined media tended to integration.The emergence of accurate media has changed the properties of the mass media, many of which can not only carry out mass,but also accurate dissemination on the basis of mass communication.Refers to the accurate dissemination,it means professional media organizations use advanced communication technologies and industrialization, which fully consider the public’s personalized demand as far as possible, and take into account differences in scale of production information. In the specific course of spread,they target the particular individual or a smaller unit audience.Media convergence trend will continue, following the next step with the integration of the channels, the real difference of media’s competitive is that consumers’awareness and the ability to control. At this time, the competition among media channels will be out of competition among media products, but turns the competition among consumers, which includes the convenience of consuming (related to channels and time), the price index (related to costs), primarily consumers’demand (related to communication) being accurately grasped.Medias who want to improve their own competitiveness, should be committed to the media products supermarket, and provide to consumers personalized media products at anytime and anywhere through consumers’an accurate perception, in order to carry out the accurate dissemination. It requires the media being accurately positioned at the strategic level, looking to find differentiation which can develop the accurate dissemination. In the choice of tactics, they need establish the database to carry out customer relationship management, value-added services development, media integration means ,and integration of resources and content.更多还原