注意力经济--文化产业的策略选择

随着信息技术的无限进展,信息的丰富造成了注意力的贫乏,这是现代社会人民遇到的一个矛盾.作为从计划经济步入市场经济的我国文化产业,已经完全进入市场化的运作,文化产品可经选择的多样性决定了受众的主体地位,大众不再是商家和媒体教育的对象,而是他们的服务对象.我国文化产业要得以长足发展,其首要任务是吸引最大多数人的关注,赢得他们的关心.文化产业的发展需要为大众的注意力买单,要寻找与发掘大众注意力兴奋点,实行吸引受众注意力的产业营销策略.这就是遵从大众认知心理,强化娱乐功能;认同受众的好奇心理,提升品牌形象;紧扣受众的表现心理,倡导时尚消费;认同受众遵从心理,因势利导;巧借受众移情心理,打造个性品牌.

Attention Economy--the Strategy Choice of Culture Industry

Along with the infinitude advance of communication technology,abundant communication make the lack of attention,this is a contradiction that people fall across in modern times.our culture industry which by way of planned economy to market economy has come into marketability operation,the multiformity of culture production make accept crowd main body degree,they are not the object of business circles and media,and are the object of service.our culture industry want quickly advance,firstly,attract the attention of most people,attach their attention.the development of culture industry must buy bill for people's attention,must find the excitement of people,carry out the strategy that attract the attention of most people,they are obey the cognitive psychology of the masses,intensify the function of entertainment;identify with the curiosity psychology of the masses,promote visualize of brand;seize the their behave psychology,spark plug mode consume;identify with the conformation psychology,and improve the occasion;make use of the empathize psychology,and produce individuality brand.