Research On Network Custom Communication

Today, the information market continues to expand and the Internet technology continuous to develop, accurate information dissemination services to individuals not only are more and more attention on the idea, is to be successfully implemented in practice. So the customized network propagation is what the article wants to explore and study. It means the media provide specialized and customized services to the audience according to their individual needs on the network platform.This paper used literature review, case analysis method, analyzed and summarized research methods, comparative analysis method and other related research methods. Through the study of the customized information, customized broadcast, customized video and customized advertising, the paper summarized the features of the customized network propagation what include media services, content differentiation, communicative personality, perceived path and visual effects. Big Data technologies and the Long Tail are what make the form of the customized network propagation. Data technology helps communicators assemble personalized information needs successfully into a huge consumer market. And then the customized network propagation came into being. Finally, the paper tells us the customized network propagation provides communicators a new niche market, meets the individual needs of the audience and gradually changes the natural pattern of production and consumption of information. At the same time, what we need to guard against is harassment and privacy information security.