Audience Analysis and Development Measures of “Zhejiang Online”

Abstract

At the time of new media, i.e. the mediamorphosis supported by new technology, such as digital magazine, digital newspaper, digital radio, mobile short message, mobile television, network, digital television, digital movie, tangible media, etc. Comparing with the four traditional media, i.e. newspapers and journals, outdoor media, radio and television, New Media is called “the fifth media”. The transition from the concept of “propagator focus” to “audience focus” at the new media times and the combination of media functions through Internet makes the audience more and more significant in the media market. Under this background, the management of customer relations is becoming a key factor in audience investigation and market development. This paper aims at, basing on the development of Zhejiang Online, through comparing the customer relation managements of between both the old and new media, analyzing the audience characteristics and development resolutions of China’s news websites from the perspective of customer relation management (CRM), thus offering constructive advice in the growth of Zhejiang Online.