| The development of digital technology is promoting rapid changes of media, at meanwhile the pattern of media industry are also changed. Due to the segments in the information market, mass media will gradually become integrated information products and service providers. This article aims to explore a reasonable method for information products and service providers to respond to the audiences'individual needs, to achieve timeliness and accuracy of information dissemination. The method is standardization and modular production, to improve production efficiency, reduce production costs, so as to achieve economies of scale. At the same time, the information product and service providers segment the market, consider the customers'requirements during production, achieve a variety of product diversification by modular approach, and thus improve customer satisfaction and achieve economies of scope.This study used literature review, case study method and and other related research methods. First, the author analyzed the development of information products and services market, mobile terminals and digital information products become the main form of media. With the increasing of individuality, mobility and interactivity of audiences'information needs, media communication channels are diversified, the accuracy of dissemination also increases. Mass customization not only keeps the low cost, high efficiency as mass production, but also meets the individual needs of market segments. It is an exquisite combination of customization and mass production.Therefore, information products should implement mass customization to achieve cost-effective production and diversification of product innovation. Moreover, the characteristics of information also determine the feasibility the modularization and standardization of information production. According to the general rules of information products, mass customization of information production can exist in the stages of information collection, compilation and dissemination. These three types of custom modular can be customized using different methods, improving the expertise of information products , to increase information products extra value.In the final part, the author creates a model include the standardized audience demand response process of mass customization of information products.Then the author discusses the feasibility of several business models of information products and services, including the terminal payment, products payment and copyright payment. |
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