精确传播与媒体竞争力
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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。
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.
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。
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.
引文
[1]郭庆光.传播学教程[M].北京:中国人民大学出版社,1999.
[2]陈犀和编著.当代美国电视[M].上海:复旦大学出版社, 1998.
[3]郭镇之.中国电视史[M].北京:中国人民大学出版社,1991.
[4]黄升民,丁俊杰.媒介经营与产业化研[M].北京:北京广播学院出版社,1997.
[5]周鸿铎.电视节目营销策略[M].北京:北京广播学院出版社,2000.
[6]黄升民等著.数字电视产业经营与商业模式[M].北京:中国物价出版社,2002.
[7]赵子忠.内容产业论——数字新媒体的核心[M].北京:中国传媒大学出版社,2005.
[8]黄升民,王兰柱,罗贵生.中国数字电视报告(上、下卷)[M].北京:华夏出版社,2004.
[9]黄升民等著.数字化时代的中国广电媒体[M].北京:中国轻工业出版社,2003.
[10]黄升民,周艳,王薇.中国有线数字电视试点现状报告[M].北京:中国传媒大学出版社,2005.
[11]叶家铮编著.电视媒介研究[M].北京:北京广播学院出版社,1997.
[12]高振强.全球著名媒体经典案例剖析[M].北京:中国国际广播出版,2003.
[13]陆地.中国电视产业发展战略研究[M].北京:新华出版社,1999.
[14]周鸿铎等著.广播电视经济[M].北京:经济管理出版社,2003.
[15] (英)艾伦·格里菲思著.罗伟兰译.数字电视战略[M].北京:中国传媒大学出版社,2006 .
[16] (美)加尔伯瑞著.罗晓军等译.数字电视与制度变迁[M].北京:人民邮电出版社,2006.
[17] (美)达西·格巴哥.罗晓军等译.数字电视内容与经济分析[M].北京:人民邮电出版社,2006
[18] (美)施拉姆.大众传播媒介与社会发展[M].北京:华夏出版社,1991.
[19] (美)尼葛洛庞帝著.胡冰、范海燕译.数字化生存[M].海口:海南出版社,1997.
[20] (美)施拉姆著.游梓翔、吴韵仪译.人类传播史[M].台北:远流出版公司,1994.
[21]昝延全主编.中国传媒经济[M].北京:科学出版社,2004.
[22]吴克宇.电视媒介经济学[M].北京:华夏出版社,2004.
[23]邵培仁,刘强著.媒介经营管理学[M].杭州:浙江大学出版社,1998.
[24]喻国明.媒介的市场定位——一个传播学者的实证研究[M].北京:北京广播学院出版社,2000.
[25]陶志峰著.M-MBA媒介战略管理:方向性的把握[M].长沙:湖南人民出版社,2003.
[26]陆小华.整合传媒——传媒竞争趋势与对策[M].北京:中信出版社,2002.
[27] (英)巴特勒著.赵伯英等译.媒介社会学[M].北京:社会科学文献出版社,1989.
[28] (英)尼古拉斯·阿伯克龙比著.电视与社会[M].南京:南京大学出版社,2001.
[29] (加)埃里克·麦克卢汉等编.麦克卢汉精粹[M].南京:南京大学出版社,2000.
[30] (加)麦克卢汉.媒介通论[M].上海:商务印书馆,2000.
[31] (英)古德温、惠内尔编著.电视的真相[M].北京:中央编译出版社,2001.
[32]朱红.信息消费;理论、方法及水平测度[M].北京:社会科学文献出版社,2005.
[33] (美)切特罗姆.传播媒介与美国人的思想[M].北京:中国广播电视出版社,1991.
[34]贾国庵.M-MBA媒介营销:整合传播的观点[M].长沙:湖南人民出版社,2003.
[35] (美)德弗勒等.大众传播通论[M].北京:华夏出版社,1989.
[36] (英)麦奎尔等.大众传播模式论[M].上海:上海译文出版社,1997.
[37] (美)克里斯·安德森著.乔江涛译.长尾理论[M].北京:中信出版社,2006.
[38] (英)斯蒂文·约翰.传播理论[M].北京:中国社会科学出版社,1999.
[39]郭国庆主编.市场营销学通论[M].北京:中国人民大学出版社,1999.
[40]汤学俊.营销战略规划与管理[M].北京:中国商业出版社,2006.
[41] (美)唐·E·舒尔兹.整合营销传播[M].呼和浩特:内蒙古人民出版社,1998.
[42]唐璎璋等著.一对一营销[M].北京:中国经济出版社,2005.
[43] (美)威廉·G·齐克蒙德等著.胡左浩等译.客户关系管理[M].北京:中国人民大学出版社,2000.
[44]夏俊.直复营销管理[M].北京:中国发展出版社,2003.
[45]费建平.数据库营销方案设计[M].北京:人民邮电出版社,2006.
[46] (美)迈克尔·D·赫特等著.严良,刘知,梁宏译.企业营销管理[M].北京:中信出版社,2004.
[47] (美)菲利普·科特勒著.梅清豪译.营销管理[M].北京:中国人民大学出版社,2005.
[48] (英)托尼·普罗克特著、吴冠之等译.营销调研精要[M].北京:机械工业出版社,2005.
[49] (美)戴维·阿克等著、魏立原译.营销调研(第7版) [M].北京:中国财政经济出版社,2005.
[50] (美)罗伯特·J·多兰等著.吕一林等译.营销战略[M].北京:中国人民大学出版社,2003.
[2]陈犀和编著.当代美国电视[M].上海:复旦大学出版社, 1998.
[3]郭镇之.中国电视史[M].北京:中国人民大学出版社,1991.
[4]黄升民,丁俊杰.媒介经营与产业化研[M].北京:北京广播学院出版社,1997.
[5]周鸿铎.电视节目营销策略[M].北京:北京广播学院出版社,2000.
[6]黄升民等著.数字电视产业经营与商业模式[M].北京:中国物价出版社,2002.
[7]赵子忠.内容产业论——数字新媒体的核心[M].北京:中国传媒大学出版社,2005.
[8]黄升民,王兰柱,罗贵生.中国数字电视报告(上、下卷)[M].北京:华夏出版社,2004.
[9]黄升民等著.数字化时代的中国广电媒体[M].北京:中国轻工业出版社,2003.
[10]黄升民,周艳,王薇.中国有线数字电视试点现状报告[M].北京:中国传媒大学出版社,2005.
[11]叶家铮编著.电视媒介研究[M].北京:北京广播学院出版社,1997.
[12]高振强.全球著名媒体经典案例剖析[M].北京:中国国际广播出版,2003.
[13]陆地.中国电视产业发展战略研究[M].北京:新华出版社,1999.
[14]周鸿铎等著.广播电视经济[M].北京:经济管理出版社,2003.
[15] (英)艾伦·格里菲思著.罗伟兰译.数字电视战略[M].北京:中国传媒大学出版社,2006 .
[16] (美)加尔伯瑞著.罗晓军等译.数字电视与制度变迁[M].北京:人民邮电出版社,2006.
[17] (美)达西·格巴哥.罗晓军等译.数字电视内容与经济分析[M].北京:人民邮电出版社,2006
[18] (美)施拉姆.大众传播媒介与社会发展[M].北京:华夏出版社,1991.
[19] (美)尼葛洛庞帝著.胡冰、范海燕译.数字化生存[M].海口:海南出版社,1997.
[20] (美)施拉姆著.游梓翔、吴韵仪译.人类传播史[M].台北:远流出版公司,1994.
[21]昝延全主编.中国传媒经济[M].北京:科学出版社,2004.
[22]吴克宇.电视媒介经济学[M].北京:华夏出版社,2004.
[23]邵培仁,刘强著.媒介经营管理学[M].杭州:浙江大学出版社,1998.
[24]喻国明.媒介的市场定位——一个传播学者的实证研究[M].北京:北京广播学院出版社,2000.
[25]陶志峰著.M-MBA媒介战略管理:方向性的把握[M].长沙:湖南人民出版社,2003.
[26]陆小华.整合传媒——传媒竞争趋势与对策[M].北京:中信出版社,2002.
[27] (英)巴特勒著.赵伯英等译.媒介社会学[M].北京:社会科学文献出版社,1989.
[28] (英)尼古拉斯·阿伯克龙比著.电视与社会[M].南京:南京大学出版社,2001.
[29] (加)埃里克·麦克卢汉等编.麦克卢汉精粹[M].南京:南京大学出版社,2000.
[30] (加)麦克卢汉.媒介通论[M].上海:商务印书馆,2000.
[31] (英)古德温、惠内尔编著.电视的真相[M].北京:中央编译出版社,2001.
[32]朱红.信息消费;理论、方法及水平测度[M].北京:社会科学文献出版社,2005.
[33] (美)切特罗姆.传播媒介与美国人的思想[M].北京:中国广播电视出版社,1991.
[34]贾国庵.M-MBA媒介营销:整合传播的观点[M].长沙:湖南人民出版社,2003.
[35] (美)德弗勒等.大众传播通论[M].北京:华夏出版社,1989.
[36] (英)麦奎尔等.大众传播模式论[M].上海:上海译文出版社,1997.
[37] (美)克里斯·安德森著.乔江涛译.长尾理论[M].北京:中信出版社,2006.
[38] (英)斯蒂文·约翰.传播理论[M].北京:中国社会科学出版社,1999.
[39]郭国庆主编.市场营销学通论[M].北京:中国人民大学出版社,1999.
[40]汤学俊.营销战略规划与管理[M].北京:中国商业出版社,2006.
[41] (美)唐·E·舒尔兹.整合营销传播[M].呼和浩特:内蒙古人民出版社,1998.
[42]唐璎璋等著.一对一营销[M].北京:中国经济出版社,2005.
[43] (美)威廉·G·齐克蒙德等著.胡左浩等译.客户关系管理[M].北京:中国人民大学出版社,2000.
[44]夏俊.直复营销管理[M].北京:中国发展出版社,2003.
[45]费建平.数据库营销方案设计[M].北京:人民邮电出版社,2006.
[46] (美)迈克尔·D·赫特等著.严良,刘知,梁宏译.企业营销管理[M].北京:中信出版社,2004.
[47] (美)菲利普·科特勒著.梅清豪译.营销管理[M].北京:中国人民大学出版社,2005.
[48] (英)托尼·普罗克特著、吴冠之等译.营销调研精要[M].北京:机械工业出版社,2005.
[49] (美)戴维·阿克等著、魏立原译.营销调研(第7版) [M].北京:中国财政经济出版社,2005.
[50] (美)罗伯特·J·多兰等著.吕一林等译.营销战略[M].北京:中国人民大学出版社,2003.