What Is Audience Segmentation?
Audience segmentation belongs to modern words, which refers to the segmentation of a large number of audiences and a large group of members according to different characteristics and hobbies. The segmented audience groups have similar characteristics, which facilitates the effective communication of the mass media .
Audience segmentation
Right!
- Chinese name
- Audience segmentation
- Foreign name
- Audience segmentation
- Key words
- Personalization and market segmentation
- Audience segmentation belongs to modern words, which refers to the segmentation of a large number of audiences and a large group of members according to different characteristics and hobbies. The segmented audience groups have similar characteristics, which facilitates the effective communication of the mass media .
- What is audience segmentation? How does China's news media respond to the stratified trend of the audience?
From different perspectives, the audience can be divided into the following categories:
(1) According to the type of media contacted, it is divided into newspaper readers, radio listeners, and television viewers.
(2) According to demographic principles, the audience can be divided into different sub-groups according to gender, age, occupation, region, education level, etc.
(3) According to the frequency of contact with the news media, it can be divided into stable audiences and unstable audiences.
(4) According to the different information needs of the audience, it can be divided into general audience and special audience.
(5) According to the certainty of exposure to the news media, it is divided into actual audiences and potential audiences.
(6) According to the clear target of the news media, it can be divided into core audience and marginal audience.
Due to social changes, the increase of decision-making subjects, and the increase of new groups, the trend of audience differentiation has become increasingly apparent, resulting in the diversity and differentiation of audience information needs. How to cope with this trend and better achieve their own survival and development has become a top priority for the media today. In order to effectively respond to the trend of audience stratification, the media must make correct audience positioning.
Media audience positioning includes the overall audience positioning of a media and the specific audience positioning of each sub-section, channel, etc. of the media. Based on the successful overall positioning of the media, special positioning of individual columns is conducive to meeting the requirements of special audiences in the form of special editions and columns based on the core audience and further expanding the media audience. However, both the overall positioning and the column positioning should be specific and clear, and the boundaries between them should be clear.
A clear and accurate audience positioning requires a careful and meticulous planning and design process, and the most critical step is to determine the core audience group under the guidance of the correct positioning principles. The guiding principles for determining the core audience are: moderate width, moderate scope. In the process of positioning, we must pay attention to grasping the degree, which is to determine the appropriate core audience, center on the core audience group, and try to expand to the marginal audience group, and strive to continuously turn potential audiences into actual audiences.
In the process of determining the core audience, the following four aspects should be considered: 1. Location of the audience; 2. Occupation and identity of the audience; 3. Age of the audience; 4. Cultural and educational level of the audience.
In short, in the face of the irresistible trend of stratification of the audience, China's news media should take the initiative to change, abandon the communication method of seeking for the best, and take a refined and characteristic path.