受众需要完成的任务——媒体产品定位的新视角

The Audience Needs to Complete the Mission: A New Perspective of Media Product Positioning

产品定位是媒体设计产品功能、属性的出发点,有效的产品定位应该以受众所处情境为核心,将产品定位于受众需要完成的任务中,以此作为设计和开发媒体产品的起点。文章由奶昔案例引入受众需要完成的任务理论,运用该理论解释新媒体产品兴起的原因,并阐述媒体产品定位的新方法。

Product positioning is the starting point for the function and attributes of media product design. Effective product positioning should put the audience’s situation at the core and regarding missions the audience need to complete as the starting point for the design and development of media products. The article applies milk shake case to explain the reasons for the rise of new media products and the new method of media product positioning.