随着经济的发展,消费者分群特征越来越明显,电视娱乐节目受众需求呈现出多样化、差异化的特点,照搬或者克隆西方节目的内容与形式不利于我国电视媒体的进一步发展,电视娱乐节目缺乏文化内涵、创新能力不足,这就使实施分众化传播策略成为必要。准确定位受众、重视品牌效应、注重人文关怀、大众化与分众化并举,这些策略都会有助于我国的电视娱乐节目朝着正确、健康的方向发展。 With the development of economy, the characteristics of consumer groups become more and more obvious. The audience demand of TV entertainment shows diversified and differentiated characteristics. The content and form of copying or cloning of Western programs is not conducive to the further development of television media in China. The program lacked cultural connotation and lack of innovation ability, which made it necessary to implement the strategy of decentralization. Accurate positioning of the audience, attention to brand, focusing on humane care, popularization and decentralization simultaneously, these strategies will help China’s TV entertainment programs in the correct and healthy direction.