受众选择行为与媒介营销的理念转变

Selection Actions of the Audience and the Change of Media Marketing Ideas

如何争取受众是媒体竞争的核心价值。受众选择行为是媒介营销的导向和出发点。引用营销学中的顾客价值概念 ,从传播学的角度阐述受众选择行为的表现及其对媒介营销的影响。

How to attract the audience is the core value of the competition of the media. Therefore, the selecting activity of the audience is the starting point and the orientation of media marketing. The present paper borrows the concept of customer value in marketing studies and, in the light of communication studies, analyzes the selecting activities of the audience and their influence on media marketing.