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该文在对广播收听率进行理念分析和实证研究的基础上 ,构建了以指数和指标为主要内容的频率的综合评估体系 ,它包括当期指数、人气指标、专业指标三大坐标。这一通过平均收听率和毛评点等原始数据赋权得来的数群体系 ,可用于历史动态地和横向类比地描述一套频率的发展前景、成长性及波动轨迹 ,反映其市场定位及份额 ,检测其专业属性的强弱、好坏及偏差度等。它进一步可为节目、广告和听众市场等评估体系提供框架和思路 ,也必将成为其不可或缺的参照系。在广播收听调查领域 ,该文有先行的探索价值 ,反映了当前的实际操作状况 ,纠正和辨析了一些理论和实践中的谬误 (如“黄金时段”等 ) ,其理论价值和实践意义会在不断完善中逐渐显现出来。
Based on the concept analysis and empirical research of radio listening rate, this paper constructs a comprehensive evaluation system based on index and index, which includes the current index, popular index and professional index. This system of numbers empirically derived from raw data such as average listening rate and gross margin can be used to describe historical, dynamic and horizontal analogy of a set of frequency development prospects, growth and volatility trajectories, reflecting their market positioning and share , Testing the strength of its professional attributes, quality and degree of deviation and so on. It further provides a framework and ideas for assessment systems such as programs, advertising and audience markets, and will become an indispensable frame of reference. In the area of radio-listening investigation, this article has the value of exploration in advance, which reflects the current actual operation situation, and correct and differentiate some fallacies in theory and practice (such as the “prime time”). Its theoretical value and practical significance are Constantly improved gradually revealed.