2016年中国媒介与生活形态变迁

The Development of China’s Media Environment and Life Styles in 2016

本文以CTR的中国城市居民调查CNRS(China National Resident Survey)为主要数据来源,从媒介结构、受众媒介接触和移动媒体发展三个方面总结了2016年媒介发展态势,并对报纸、杂志、电视、广播、户外媒体和网络媒体的新趋势进行了解读,联系中国社会的消费升级趋势,对2016年中国的媒介发展与消费变迁进行宏观而全面的分析。本文认为,2015年以前互联网的发展主要在打通了传播通路和消费渠道,而2016年则是回归传播的内容为本和消费的品质升级。2016年的风口是消费升级,在消费升级的风口下,只有认清新消费者的生活形态变迁,才能精准地捕捉他们的需求,而只有对当前的媒介环境有清晰的认知,才能更好地与新消费者进行有效的沟通。

Based on the CTR-China National Resident Survey, this paper summarizes media development in 2016 from three aspects: media structure,media audiences and mobile media, and examines the new trends of newspapers,magazines, television, radio, outdoor media and new media. Relating China’s consumption upgrade trend, it comprehensively analyzes China’s media development and consumption changes in 2016 at a macro level. This article argues that, before the 2015, the development of Internet mainly focused on the channels of transmission and consumption, while in 2016 it began to focus on the upgrade of contents ’ quality and consumption. Under the consumption upgrade trend, we should recognize the changes of new consumers’ lifestyles, in order to accurately capture their needs, and have a clear understanding of the current media environment, to better communicate with new consumers.