| With the rapid update of information technology, mass communication has undergone fundamental changes, both in the technology and the object of communication, showing an increasingly trend of demassify communication. The network media is a typical demassify media. Comprehensive portal website, providing a wide range of information and services for the wide audience, has become the backbone of the internet communication. An outstanding representative of comprehensive portal websites, Sina,one of the four major portal websites in China, has set up18local stations including Shanghai, Guangdong, Sichuan, Henan, Fujian, Zhejiang, Chongqing, Hubei, Hunan, Shaanxi, Liaoning, Heilongjiang, Hebei, Jiangsu, Guizhou, Anhui, Xiamen, Ningbo in recent years, except for dividing into different channels to provide different aspects of message. Sina break the traditional mode of communication, started an area-based mode of demassify communication. As the11th wholly-owned subsidiary of Sina, Anhui Sina has been developing rapidly in the process of exploration, and gradually formed a representative mode of Sina local station in the way of demassify communication. Anhui Sina provides a typical example for the study of this article.This article first provide a summary description of Sina, Sina micro-blog and local stations of Sina. Sina is a leading online media company and value-added information service provider in China and for global Chinese communities. Sina micro-blog is a website providing micro-blog service like Twitter. Users can send messages, or upload pictures via the web, WAP pages, SMS, MMS and so on. Sina micro-blog can be understood as "word blog". You can share and discuss with friends what you see, what you hear and what you think by words or pictures, via computer or mobile phone anywhere. You can follow your friends, see the information published immediately. Local stations of Sina are wholly-owned subsidiaries.Till now Sina has already set up18local stations in major provinces and cities.Then the article introduces the main situation and development of Anhui Sina. Anhui Sina is a cross-platform network media which Sina holds the straight camp. Sina planned the layout of country, and has strategies to deep the service of different area. Anhui Sina is a core media to spread the sound of Anhui and to show the spirit of Anhui. Then the artilce describe the concept of demassify communication, analyzes the background of demassify communication."Demassify Communication" was first proposed in the book Future Shock by Alvin Toffler in1970. Xiong Chengyu, a Chinese scholar defined "Demassify Communication" as, different communication subject spread different information in different ways on different communication objects. The rise of demassify communication is determined by two factors, the media and the audience. The rapid development and continuous integration of media, provide demassify communication technical support; the diverse needs of the audience is the source of the demassify communication. Demassify communication on behalf of a new communication era. The three characteristics of demassify communication is specific target audience, personalized communication content, and interaction between communicators and audience. Then, take Anhui Sina as an example, in order to analyzes the demassify communication of local stations of Sina. Based on the existing channels, analyzes the topicality message communication--News Channel, the service message communication-Life channel, and take some typical columns as examples, as well as the characteristics of official micro-blog operation. By describing the brand activities of Anhui Sina, such as micro-blog marketing training camp, this article want to show that Anhui Sina subdivide the audience and try to share a localized idea in the operation of the information. Subdivide the audience groups by diversified standards, provide a more refined, more clear information service for the audience, improve user satisfaction and activity level. Polymerizing information by the dispersed netizens--"micro-content", Anhui Sina integrates small values. The information has been created and shared by netizens themselves. Not only the local stations obtain a richer and more timely information sources, the value of information users have been more fully reflected, businesses and websites get the praise from users,and achieve mutually beneficial and a win-win style. The third part of the article concludes the problems exist in tn the demassify communication of Anhui Sina. Lack of originality and timeliness; cannot cover as much audiences as aimed and the audiences’participation is not so high; the ability of launching topics is weak. Then put forward some suggestions and countermeasures. Shaping brand competition ability and expand the influence; strengthen the ability of information collection and information integration To maximize meet the needs of audiences; make innovations in column design to attract more audiences; make full use of micro-blog to enhance interactivity.The conclusion part summarizes the close relationship between the local stations and Sina website, relationship between each local stations, analyzes some existing problems and some situation needs to improve.in the information transmission in the local stations. The local station of Sina should make full use of resource advantages from Sina, combine with regional characteristics tightly, focus on the fission communication function of micro-blog, adjust the column settings and improve the quality of content, in order to adapt to the changing needs of the audience, walk out of a characteristic development road.This article based on the observation and interview, as well as a large amount of data. By being a member of Anhui Sina, staying in the work environment, having the most direct observation of the operation state and the situation of demassify communication situation, observing the behind-the-scenes operation of micro-blog, web pages, The author has accumulation of every little bit, every day has the experience and the harvest. By comparison with other portal sites in the region, the analysis of other earlier established portal sites in concept and strategy worth studying, and on comparison of other stations of Sina in creative designs. This article try to find the problems existed and propose solutions, in order to promote the Anhui Sina in innovation, progress and development.At last, the author shows thankness to all the people who had ever given help and show the love of Anhui University. |
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