毋庸质疑,目前电视业竞争已经进入了“份额”竞争时代。市场份额又称市场占有率,它在很大程度上反映了企业的市场竞争地位和盈利能力。对电视媒体而言,收视份额是最为显性的指标,直接影响并决定了媒体广告经营水平。中国电视业经过了高速的发展之后,迅速进入了品牌激战,而这种争夺在收视总量下降和分流的前提下,已经进入“此消彼长”的阶段,一个频道份额的增加,就 Needless to say, the current competition in the television industry has entered an era of “share” competition. Market share, also known as market share, which largely reflects the company’s market position and profitability. For the television media, the share of viewing is the most obvious indicator, which directly affects and determines the media advertising management level. After the rapid development of China’s television industry, it rapidly entered the battle of brand fierce battle. This competition has entered the phase of “shifting the game” and the share of one channel has increased under the premise of the total ratings decline and diversion. on