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在激烈的竞争中如何扩大并保持较高的收视率,已经成为各地方卫视都十分重视的问题。在百舸争流的卫视观众竞争中,湘沪浙京卫视群雄并起,异彩纷呈;一些地方卫视却如逆水行舟,处于劣势。采取目标市场营销模式管理卫视业务,是办好地方卫视的最佳选择。为了实现这一最优模式,应采取以下营销步骤:第一,科学地细分受众市场;第二,准确地选择目标受众群体;第三,办出本电视台的鲜明特色。地方卫视要达到提高收视率的目的,就应瞄准本台的目标受众,有针对性地策划节目组合方案并付诸实施。地方卫视应借助资金、技术、人才等条件的强有力支撑,来达到争创国内一流卫视的宏伟目标。
How to expand and maintain a high audience rating in the fierce competition has become a very important issue for all local TV stations. In the rivalry of satellite TV audience competition, the Hunan, Shanghai and Beijing satellite TV and the crowds, colorful; some local TV is such as marching, at a disadvantage. To take the target marketing model to manage TV business, is the best choice for local TV. In order to achieve this optimal model, the following marketing steps should be taken: first, to scientifically segment the audience; secondly, to select the target audience accurately; and third, to make the distinctive feature of the television station. To achieve the goal of improving the ratings, local TV stations should aim their target audiences to plan and implement the program combination programs in a targeted manner. Local TV should rely on capital, technology, personnel and other conditions of strong support to achieve the goal of striving for the domestic first-class satellite.