电视传媒的平台策略研究——以《非诚勿扰》节目为例

发布时间：2018-06-18 09:05

  本文选题：双边市场 + 平台策略　； 参考：《现代经济探讨》2016年05期

【摘要】：电视传媒产业在过去20年取得了长足发展。该文从双边市场的角度研究了《非诚勿扰》的平台策略,对平台的历史演变、节目设计、平台治理和价格策略进行了全面的分析。在此基础上,侧重考察了《非诚勿扰》的广告投放策略,从收视率、收视群体和广告模式的创新层面加深了电视传媒平台的理解,并对平台策略的未来发展方向给出了建议,认为充分利用网络的交叉效应,设立适当的广告价格和广告投放数量,有效编排广告以期尽量减少广告排斥带来的损耗,是电视媒体应有的策略考量。
[Abstract]:The TV media industry has made great progress in the past 20 years. This paper studies the platform strategy of "if you are the one" from the perspective of bilateral market, and makes a comprehensive analysis of the historical evolution, program design, platform governance and price strategy of the platform. On this basis, this paper focuses on the advertising strategy of "if you are the one", deepens the understanding of TV media platform from the aspects of ratings, audience groups and advertising model innovation, and gives some suggestions on the future development of the platform strategy. It is considered that TV media should take full advantage of the cross effect of the network, set up appropriate advertising price and advertising quantity, and effectively arrange advertisements in order to minimize the loss caused by advertising rejection.
【作者单位】： 东南大学经济管理学院;江苏省广播电视总台;
【分类号】：G222
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本文编号：2034940