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媒介营销指媒介的运作过程,即媒介制作传播媒介内容产品吸引一定的受众群体,再把凝聚在这些受众群体上的注意力资源出售给广告商以获取利润的过程。各电视台的广告收入在整个收入中占了90％以上,已是不争的事实。在这个过程中,受众既是媒介内容产品一一节目的目标市场,又是媒介受众产品——注意力资源的载体,媒介的经营活动始终围绕着受众进行,对最有价值受众的竞争就是创造最有价值的注意力资源产品,这是媒介竞争的重点,本文拟就如何创造最有价值的注意力资源产品提出一个新的模式。
Media marketing refers to the process of media operation, that is, the media production of media content products attracts certain audiences and then sells the attention resources condensed on these audiences to advertisers for profits. It is an indisputable fact that the advertising revenues of various television stations account for more than 90% of the total income. In this process, the audience is not only the target market for the media content products but also the media audience product - the carrier of attention resources. The media activities are always carried out by the audience. The competition for the most valuable audience is to create the most Valuable Attention Resource Products, which is the focus of media competition, this article proposes a new model of how to create the most valuable attention resource product.