新媒体层出不穷,媒介种类日益众多;受众不断细分,媒介数量与日俱增,媒体充斥着人们生活中的每一个时间间隙和空间碎片。受众的注意力越来越成为一种稀缺的资源,大众传媒市场正在瓦解成一个一个“碎片”市场。以往依靠某一个(类)媒介的强势覆盖而“号令天下”的时代已经一去不复返了。随着时代的发展,一方面传统媒介传播市场的份额在不断收缩,其话语权威性和传播效能在不断降低;另一方面新媒介(如网络媒体、手机媒体等)的蓬勃发展,使受众获取信息的渠道增加,同时受众获取的信息也更全面多维。多屏时代,如何通过网络媒体,整合企业的营销传播行为,聚合品牌的营销传播效果,实现“碎片化”受众的聚合,成为摆在媒体、广告主面前的问题。 There are an endless stream of new media and more and more types of media. The audience is constantly segmented and the number of media is increasing. The media are filled with every time space and space debris in people’s lives. The attention of the audience is increasingly becoming a scarce resource, and the mass media market is breaking down into a “fragmented” market. The era of relying on the strong coverage of one (class) medium in the past and the “command of the world” has gone forever. With the development of the times, on the one hand, the share of the traditional media transmission market has been shrinking constantly, and the authority and effectiveness of discourse are declining. On the other hand, the booming development of new media (such as online media and mobile media) The channel of information increases, and the information obtained by the audience is more comprehensive and multi-dimensional. In the multi-screen era, how to integrate the marketing and communication activities of enterprises and how to aggregate the marketing and communication effects of brands to achieve the aggregation of audiences has become a problem facing the media and advertisers.