从分众传播的角度思考气象服务的创新——以微信公众号“噜妈天气育儿”的实践为例

Weather Service Innovation Based on Focus Communication——Taking Luma Weather Children Rearing as an Example

气象服务的终端,归根结底是信息的传播,如何传播?传播给谁?具体传播什么?都值得我们深入思考。针对目前天气预报内容单一、受众广泛、传播缺乏针对性的问题,尝试利用传播学中的"分众传播"理论基础将受众按照地域、年龄、性别、喜好、职业等类别进行分类,针对特定的客户群体做特定的气象信息传播、提供差异化的气象服务。该文以实践4 a之久的微信公众号"噜妈天气育儿"为例,探索上述创新产品的可行性;利用四川省地方标准中穿衣指数的基础公式计算出相关数据,为成都地区家有0~12岁婴幼儿童群体的家庭进行"可视化"气象服务,运用传播学中"把关人"和"意见领袖"两大理论,实现气象服务的差异化,从而深入挖掘出此类特定人群与气象影响因子关联性最高的需求,提升此类创新气象服务产品的社会效益和经济效益。

Dissemination of information is the terminal aim of weather service.How to disseminate,to whom it will disseminate,and what specifically to disseminate are the three questions worthy of considering.Nowadays,our weather information is simple and attracts broad audience.Based on the focus communication theory,audiences can be classified into different districts,ages,gender,interests,occupations.Targeted weather service offers to specific audiences.This paper takes Luma Weather Children Rearing as an example to explore the possibilities of what acclaimed above.Visualized weather service is offered to the parents of 0~12 children living in Chendu city based on basic formula and data of Sichuan meteorology standard of clothing index.The theory of Information Guard and Opinion Leaders in Communication is applied to realize the differentiation of weather service.In the end,specific audiences’deep needs associated with weather are explored to develop the social influences and profits of these weather service innovation products.