目前 ,我国报业已经进入了以规模化为特点的“厚报”多报种间的竞争时期。各报如何把握市场 ,实施差异化策略 ,满足受众的需求 ,提升自身广告价值 ,从而更好地适应报业生存法则的变化。了解受众 ,特别是对目标读者细分特征及各类分群读者态度的研究显得十分必要 At present, the newspaper industry in our country has entered a period of competition between the newspapers and newspapers, which is characterized by its large-scale scale. Each newspaper how to grasp the market, the implementation of differentiation strategy to meet the needs of the audience and enhance their advertising value, so as to better adapt to changes in newspaper survival rules. It is necessary to understand the audience, especially the research on the characteristics of target readers and the attitude of readers of different groups