随着市场化程度的不断提高,竞争策略已经渗透到媒体运营的各个领域和环节。在“内容为王”的指引下,媒体倾力打造属于自己的、独特的内容平台,进而引发资源推介层面的激烈角逐。由于内容和模式的日益同质化,使得媒体推介效率十分低下。笔者认为我国当前的媒体推介显著的标志是:推介媒体类别越来越多,而广告市场份额的增长越来越有限;推介节目同质化, As the degree of marketization continues to increase, competitive strategies have infiltrated various fields and links in media operations. Under the guidance of “Content is King”, the media endeavors to create its own unique content platform, which in turn leads to a fierce competition for resource promotion. Due to the increasing homogeneity of content and mode, media promotion efficiency is very low. The author believes that China’s current media promotion is a significant sign of the promotion media category is more and more, while the advertising market share is growing more and more limited; to promote program homogeneity,