Precision Comunication And Media Competitiveness

Technology gave birth to the development of accurate media. The media pays more attention to accurate information collection and analysis of the audience. Accurate media is an interactive one-on-one digital media compound. One-on-one refers to the relationship that carriers corresponding to recipients,and a terminal corresponds to one audience or a unit (such as family). The interactive mode of transmission is a two-way interactive, and digital content refers to the spread of digital formats, that means the combined media tended to integration.The emergence of accurate media has changed the properties of the mass media, many of which can not only carry out mass,but also accurate dissemination on the basis of mass communication.Refers to the accurate dissemination,it means professional media organizations use advanced communication technologies and industrialization, which fully consider the public's personalized demand as far as possible, and take into account differences in scale of production information. In the specific course of spread,they target the particular individual or a smaller unit audience.Media convergence trend will continue, following the next step with the integration of the channels, the real difference of media's competitive is that consumers'awareness and the ability to control. At this time, the competition among media channels will be out of competition among media products, but turns the competition among consumers, which includes the convenience of consuming (related to channels and time), the price index (related to costs), primarily consumers'demand (related to communication) being accurately grasped.Medias who want to improve their own competitiveness, should be committed to the media products supermarket, and provide to consumers personalized media products at anytime and anywhere through consumers'an accurate perception, in order to carry out the accurate dissemination. It requires the media being accurately positioned at the strategic level, looking to find differentiation which can develop the accurate dissemination. In the choice of tactics, they need establish the database to carry out customer relationship management, value-added services development, media integration means ,and integration of resources and content.