中国电视娱乐节目分众化传播策略研究

随着经济的发展,消费者分群特征越来越明显,电视娱乐节目受众需求呈现出多样化、差异化的特点,同时,电视娱乐节目缺乏文化内涵、创新能力不足,这就使实施分众化传播策略成为必要。当前一些分众化电视娱乐节目存在着目标受众不明确、节目缺少特色、缺少对受众的调查与分析等问题。准确定位受众、重视品牌效应、提高主持人对受众的认知能力、注重人文关怀、大众化与分众化并举,这些策略都会有助于我国的电视娱乐节目朝着正确、健康的方向发展。

Research on mass-decentralization dissemination strategy of Chinese television entertainment program

Along with the development of economy,the characteristic of the consumer grouping is more and more obvious.Audience demands of the television entertainment program present diversification and variation.The television entertainment program lacks cultural connotation and its innovation ability is insufficient simultaneously.So the implementation of mass-decentralization dissemination strategy becomes necessary.Currently,some mass-decentralization television entertainment programs have some problems,for example,the goal not to be clear about the audiences,the program lacking characteristic,and lacking investigation and analysis about audiences.To orientate the audiences accurately,to take the brand effect,to enhance the cognition ability of director about audiences,to pay attention to humanities concern,and to develop mass and mass-decentralization simultaneously,these strategies can help our television entertainment program move the correct and the health direction.