The Demassify Survival And Development Of Mobile Media In China

Influenced compositely by politics, economy, culture and technology, mass media reveals a trend of demassify communication gradually. An era of demassify communication demonstrates a clear outline increasingly. The arrival of "niche media" era, which is of main characteristic with "narrow broadcasting" and "demassify", is an inevitable outcome that audience choose when their subject consciousness awaken after the "information explosion" caused by media develops into a certain stage.Function and category of communication amplify and better expand under the influence of technology progress in information era. This new communication tool is not merely a kind of challenge to traditional media, but a stimulator and lead. The maturity of concept and function development about mobile phone demonstrates the specialty of media increasingly, occupying a more important position. Gradual promotion of the "mobile phone media" concept and how to conform demassify communication trend better ask for analyzing the current service and put forward countermeasures to the existing problems, from the innate demassify characteristics of mobile phone media, which on this basis points out the direction of increment service. The better development of mobile phone media needs the gradual mature of media concept and the construction of relatively professional industrialization, program and operate industry chain, shaping and training professional teams. On the basis of keeping it's own advantages, reforming media resource, cooperating mutually with traditional media is not only the requirement of "combining marketing" about media industrialization, but the inevitable outcome of modern market and WTO.The primary communication question in this multiplex information age is the selectivity attention of audience, their emphasis on the selection of communication approach, accuracy of information and validity of communication. In mobile phone media marketing, "wireless marketing", which is of demassify characteristic, the gestation and development of mobile phone media advertisement, is a new platform for new media advertisement formed by the amalgamation of Communication, Marketing and Regional Economics etc. The operation of mobile phone media advertisement, including orientation, form, control and monitor of effect are the questions, which needs discussion and study in paper.