新闻消费心理与媒体营销策划——以都市报及其受众为研究中心

News Consumption Psychology and Media Marketing Planning——Study on the City Newspaper and Its Audience

当前,随着媒体市场化、产业化的快速发展,消费新闻观念日渐深入人心。在新闻消费过程中,受众(消费者)心理对消费行为的发生有重要影响。文章从受众的消费需要、消费选择、消费认同和消费情感四个方面分析了新闻消费心理的基本内涵,并以若干都市报营销策划方案为案例,分析新闻消费心理在媒体营销策划中的重要作用。

Nowadays, with the rapid pace of media marketization and media industrialization, the concept of news consumption has been rooted deeply in people＇s mind. In the proeess of news consumption, the psychology of the audience plays an important role in consumption behavior. This article analyzes the basic connotation of news consuming psychology from four aspects ： consumer demand, consumer ehoiee, eonsumer identity and consumer sentiment, and it also analyzes the role that news consuming psychology plays in media marketing planning with plenty marketing planning programs as cases.