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20世纪90年代中国省级卫视异军突起,打破了中国电视市场以往以行政区域划分的割据局面,代之而起的是众多上星台在全国范围内与中央电视台争抢电视市场的新局面。但是由于行政、区域、观念、利益、历史等方面因素的限制,中国电视生产力发展缓慢且不协调。在媒介市场化不可阻挡的潮流中,省级卫视在市场化过程中凸显的问题越来越多。本文运用经济学理论分析电视媒体市场化,以浙江卫视为例,针对五组矛盾提出了自己的经营策略,期望能为各级电视媒体在平衡市场与政府管制的博弈中提供借鉴。
The sudden emergence of the provincial satellite TV in the 1990s in China broke the previous division of administrative regions in the Chinese television market and replaced many of the new situations in which Top Star Television competed with CCTV for the television market nationwide. However, due to administrative, regional, concept, interest, history and other factors, the development of China’s TV productivity is slow and uncoordinated. In the irresistible trend of media market, provincial satellite TV in the process of marketing more and more prominent problems. This paper analyzes the marketability of TV media by using economic theory. Taking Zhejiang Satellite TV as an example, this article proposes its own business strategy in view of the contradiction between the five groups. It is hoped that it can provide reference for all levels of TV media in the game of balancing market and government regulation.