新媒体时代,网络化、移动化的音乐平台拥有海量音乐资源,平台自身及受众均有实现音乐精准传播的需求;通过大数据等技术抓取、分析受众数据并由此构建受众画像,是实现精准传播的有效途径。本文立足于当前时代背景,探讨了音乐精准传播的必要性、存在的问题以及可行性对策。 The era of new media, networked, mobile music platform has massive music resources, the platform itself and the audience have to achieve the precise dissemination of music needs; through technology such as big data to capture, analyze the audience data and thus build the audience’s portrait is to achieve Accurate dissemination of effective ways. Based on the current background of the times, this article explores the necessity and existing problems of the accurate dissemination of music and the feasible countermeasures.