The Study Of Audience Strategy Of Media In Contemporary China

The transformation from the disseminator as center to the audience as center is the inevitable trend of the development of media. Developing the market economy is the best choice of the development of Chinese society, the media, as a special industry, should also have the problem of facing the market under the circumstance of industrialization. In term of economics, facing the market means facing the consumers. As for media, it means facing the audience. The development of Chinese media will inevitably meet a new age which is centered by the audience. In the environment of highly developed market economy, the audience will be the decisive element that influences the survival and development of media. Therefore, the article focuses on the audience strategy of media.The study of the audience strategy in this paper is not only analyze it from the point of the development of media course, but also analyze it combining with the situation of our politics, economy, culture and the international environment. Based on the analysis of the constitution of society and through political lay, economic lay, culture lay, the subject lay and the object lay, the collective lay and the individual lay, this paper further analyzes the audience's identity.The audience strategy of media must regulate because of changes of the audience's identity. Firstly, the article analyzes the audience's strategy in the diachronistic point. At the pre-market stage, media disregards the audience, the audience can't at all decide media's fortune, the audience strategy is step-by-step. Atthe half-market stage, media begins to regard the audience, the audience a certain extent affected media, but inconclusively, the audience strategy is service and pleased. At the market stage, media must regard the audience because of their go-aheadism and decision, the audience strategy is particularized and careful.Secondly, the article analyzes the audience's strategy in the synchronistic point. It analyzes several problems that the strategy has to solve. All the problems include popularity and less popularity, the core city audience, surrounding city audience and county audience, national media, regional media and local media, the limit and quantity of distinguishing the audience, the shortage of information, the saturation of media and the surplus of information problems etc. It analyzed the change of the structure of the audience of broadcast, television, newspaper and Internet and the strategy of the audience in the context of media. The paper thinks that the development of the four media is not sufficient and the replaced competition among them has not been formed, so they have large developing space. The globalization of media cannot be avoided. And the global media will definitely threaten our media, so we must take actions.Thirdly, the article discusses audience strategy in the classified point. The success of marketing of Chinese media shows firstly in newspaper. Although the newspapers develop well, the problems cannot be neglected. The city newspaper is the pioneer of the full marketing. But the homogeneity competition leads to the waste of media resource and influences the further development of newspapers. The paper does not criticize blindly the homogeneity competition, but believes that it has its rationality. However the city newspaper should seek the support of audience and establish its characteristics and advantage. Part organ is the keystone and difficulty of the reform of newspapers. On the basis of analyzing the existed problems of the development of part organ, the paper thinks that part organ also face the problem of marketing. There are two trends in the process of the development of part organ. One is the expansion of the audience and the other is strengthening of the market pressure. Under the environment of social market economy, the advantage of part organ is being weakened. The renovation of the system and establish a set ofoperation system that joint with the market are critical for the reform of part organ. The free newspaper just beg...