Audience's Orienation And The Brand Management Of Focus Media

With the development of communication, the audience's means to touch media and mentality in media choice have been changed. At the same time, with the advance of market economy, media resource becomes abundant. Media message and the audience's requirement exists some questions, such as the unbalance between supply and demand, resource over plus, force decline and so on. Public communication has already had a new trend---focus communication. In such great context, how did media do? How do media manage the brand? It is very important to media.The study chooses the audience as the object and analyzes the media situation in the background of focus media. It chooses The Amoy satellite TV as a typical case to discuss the mode of audience orientation and the brand management of focus media. The research purpose is to supply experience and reference for the brand management of focus media.The study has four chapters. In the introduction, it summarizes the research results of focus media in china and relates the main topic and the research method. Chapter 1 mainly describes the status of Chinese media and the development of focus media. It points out that the focus media is a strong trend. The study also brings forward the strategy of brand management of focus media. Chapter 2 analyzes the different characters and requirements of audience in the multivariate media situation. It points out the foundation of audience segment and the relation between audience orientation and the media position. Chapter 3 chooses Amoy satellite TV as a case to analyze the connection between audience orientation and the brand management of focus media. Chapter 4 sums up the successful experience of brand management of Amoy satellite TV and put forward some suggestions.