1948年,传播学者拉斯维尔于《传播的社会职能和结构》中提出了著名的5W模式。如图所示:谁（传播者）→说什么（信息）→通过什么（渠道）→给谁（接受者）→取得什么效果（效果） 这一模式揭示了传播的基本过程和一般规律,曾被奉为传播学研究的圭臬。此后,虽然也有一些学者对这一模式提出异议,指出其种种缺陷,但并没有从根本上动摇其地位。然而网络的崛起却正在日益打破这一神话模式,在新技术和全球网络的直接冲击下,一个新的传受平台正在形成。互联网以自身的物质基础和可行性技术创造自己的时空和文化形态,它对人类生存的深远影响不仅体现在对人们生存方式的改变,更为重要的是它还在本体论的层次上对人与人之间的传播关系作出了崭新的理解和诠释。本文从数据库营销这一角度出发,探讨网络时代受众观念的变革。 In 1948, the communication scholar Laswell proposed the famous 5W model in “The Social Functions and Structures of Communication.” As shown in the figure: Who (communicator) → What to say (message) → What to pass (channel) → to whom (recipient) → What effect to achieve (effect) This model reveals the basic process and general rules of communication. Be regarded as the masters of communication studies. Since then, although some scholars have also challenged this model and pointed out its shortcomings, it has not fundamentally shaken its position. However, the rise of the Internet is increasingly breaking this mythological model. Under the direct impact of new technologies and global networks, a new platform of communication is taking shape. The Internet, with its own material basis and viable technologies, has created its own space-time and cultural forms. Its far-reaching impact on human existence has not only been reflected in the changes in the way people live, but more importantly, it has also been effective at the ontological level And the spread of relations between people made a new understanding and interpretation. This article from the database marketing point of view, to explore the concept of the audience in the Internet era changes.