产品竞争中的策略互动行为特征——基于我国三大省级卫视的实证研究

发布时间：2018-03-31 18:57

  本文选题：产品竞争　切入点：同质化　出处：《产业经济研究》2017年05期

【摘要】：在激烈的市场竞争中,企业选择同质化跟随还是差异化突围,是其产品战略的核心问题。利用国内三家省级卫视的节目数据,以播出时长来刻画产品竞争中的横向差异,基于面板数据的联立方程组模型进行实证研究发现,湖南、江苏和北京三家卫视在产品竞争中存在显著的差异化互动策略行为特征;再根据播出时长比重划分出各家卫视的主打节目类型样本,发现其差异化程度有所扩大。进一步地,以整个市场中各类节目在两个期间的播出时长变化来测度节目的流行程度,并探讨卫视追随市场"潮流"的回报,结果显示,追随"潮流"对于各家卫视收视率有显著的正向作用,但这种影响在主打节目的子样本中出现分化,其中作为领先者的湖南卫视获益扩大,处于中间的江苏卫视回报变化不显著。
[Abstract]:In the fierce market competition, the core problem of the product strategy is whether the enterprises choose homogenization to follow or the difference to break out. Using the program data of three provincial satellite TV stations in China to depict the horizontal differences in the product competition by using the program data of the three provincial TV stations. The empirical research based on the panel data model of simultaneous equations found that Hunan Jiangsu and Beijing three satellite TV stations in the product competition has significant behavioral characteristics of differentiated interaction strategy; Then, according to the long proportion of broadcast time, the samples of main hit programs of various TV stations are divided, and it is found that the degree of differentiation has been expanded. Furthermore, the popularity of programs is measured by the long changes of broadcast hours of all kinds of programs in the whole market during the two periods. The results show that following the trend has a significant positive effect on the ratings of each TV station, but this effect is differentiated in the subsample of the main TV program. Hunan Satellite TV, as a leader, has expanded its benefits, while Jiangsu Satellite TV in the middle has no significant change in return.
【作者单位】： 四川大学经济学院;中山大学岭南学院;
【基金】：国家自然科学基金项目(71773147) 广东省普通高校创新团队项目(2016WCXT001) 四川大学中央高校基本科研业务费研究专项项目(skq201717)
【分类号】：F273.2;G229.2
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本文编号：1692016