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在电视频道过度繁殖、电视媒体激烈竞争的环境下,国内众多电视媒体纷纷以多频道的矩阵结构去占领市场。但此类矩阵结构仅仅是以数量和人海战术去传媒市场上跑马圈地,并未形成系统化、协调性、以整体品牌为指向的频道集群。如果电视媒体的频道定位之间分工不清,就容易形成形象模糊、节目散乱的格局,难以集中资源打造核心竞争力。在此背景下,电视频道的细分、频道专业化并逐步形成频道群合力是电视媒体发展的必然趋势。本文试图以BBC的频道群建设为主要分析对象,说明其近年来品牌建设的主要经验。一、频道集群概念及其现实意义“频道集群”概念源自经济学中的产业集群理论。
In the television channel over-breeding, television media intense competition environment, many domestic television media have multi-channel matrix structure to capture the market. However, this type of matrix structure is only based on the number and tactics of the sea to the circus market in the media, did not form a systematic, coordinated, with the overall brand-oriented channel cluster. If the division of labor between channels of television media is unclear, it is easy to create a blurred image and scattered programs, making it hard to concentrate resources on building core competitiveness. In this context, the breakdown of TV channels, channel specialization and the gradual formation of channel grouping power are the inevitable trends in the development of television media. This article attempts to BBC channel group construction as the main analysis object, indicating its main experience in brand building in recent years. First, the concept of channel cluster and its practical significance “channel cluster ” concept from the theory of industrial clusters in economics.