| 受众选择行为与媒介营销的理念转变 |
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| 引用本文： | 张卫中,姚苏苏.受众选择行为与媒介营销的理念转变[J].湖南大众传媒职业技术学院学报,2005,5(1):62-64. |
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| 作者姓名： | 张卫中 姚苏苏 |
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| 作者单位： | 浙江大学城市学院,浙江,杭州 |
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| 摘 要： | 如何争取受众是媒体竞争的核心价值。受众选择行为是媒介营销的导向和出发点。引用营销学中的顾客价值概念，从传播学的角度阐述受众选择行为的表现及其对媒介营销的影响。
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| 关 键 词： | 媒介营销 选择行为 理念转变 顾客价值 营销学 核心价值 受众 媒体竞争 传播学 引用 |
| 文章编号： | 1671-5454(2005)01-0062-03 |
| 修稿时间： | 2004年11月12 |
Selection Actions of the Audience and the Change of Media Marketing Ideas |
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| ZHANG Wei-zhong,YAO Su-su.Selection Actions of the Audience and the Change of Media Marketing Ideas[J].Hunan Mass Media Vocational Technical College(Mass Media),2005,5(1):62-64. |
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| Authors: | ZHANG Wei-zhong YAO Su-su |
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| Abstract: | How to attract the audience is the core value of the competition of the media. Therefore, the selecting activity of the audience is the starting point and the orientation of media marketing. The present paper borrows the concept of customer value in marketing studies and, in the light of communication studies, analyzes the selecting activities of the audience and their influence on media marketing. |
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| Keywords: | audience value media marketing audience cost humanistic standard |
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