中国传媒产业细分研究.docVIP

中国传媒产业市场细分研究 赵夏 摘 要 人类经济社会发展到一定程度后，面对受众群多元化的需求，通过细分市场挖掘最优市场机会，提高自身核心竞争力已经是媒介经营的必然选择。然而在传媒市场细分的方法上，我们不能仅局限于营销范畴上的“市场”即传媒的受众这一层次的细分，还应该将传媒市场在传播渠道、传播内容等方面进行多层次、全方位的细分，各个因素协调考虑，帮助媒介实现对传媒市场的精确细分。与世界发达国家相比，我国传媒市场处于初级发展阶段，在意识到这个问题的基础上，本文结合影响我国传媒市场的特殊政治因素，分析了我国现行主流传媒的市场细分现状，得出制约我国传媒市场细分的消极因素。最后，作者认为面对越来越深化的细分要求，产业链扩张将是媒体弥补市场细分成本的必然趋势。 关键词：传媒市场细分 方法论 现状 产业链 ABSTRACT Market Segment of Chinas Media Xia Zhao When economic and social development of human society reaches to a certain level, the media industry has to seek to the best market opportunities through market segment, and improve its core competitiveness in order to meet diversified needs from the audience. However, talking about the methods of market segment in media, the segment should not only be confined to what we refer in the marketing scope -- media audience, but also the all-dimensional, multi-tiered segment regarding communication channels and contents. Therefore, only when these factors are taken into account in a coordinated and comprehensive way, can they help the media to achieve the precise market segment. Compared with developed countries in the world, Chinas media market is still at its primary stage. Recognizing the problem and taking into account the special political factors which influence the media in China, the author analyses the current situation of major media and the negative factors that constraints the development of Chinas media market segment. In conclusion, facing the increasing diversified demands, the media needs to strive for industrial chain to make up for the enormous cost of deeper market segment. Keywords: Market segment of the media industry, Methodology Current situation, industrial chain 目 录 TOC \o 1-2 \h \u HYPERLINK \l _Toc17369 摘 要 PAGEREF _Toc17369 I HYPERLINK \l _Toc2432 ABSTRACT PAGEREF _Toc2432 II HYPERLINK \l _Toc19706 一、绪 论 PAGEREF _Toc19706 1 HYPERLINK \l _Toc18732 （一）选题背景与意义 PAGEREF _Toc18732 1 HYPERLINK \l _Toc13543 （二） 文献综述 PAGERE