诸多困惑:主流媒体的选择不适应症由于长期远离市场,缺乏经营意识与功能锻炼,加上体制、机制等等方面的沉重包袱,主流媒体走向市场营销管理远比一般媒体艰巨而复杂得多。在严峻的市场选择面前,目前国内真正称得上强势媒体、能够自如应对的并不多,相当一批媒体至今还正处于惨淡经营之中,所谓困难多多,困惑多多。古人说,“出处全在人,路亦无通塞”(聂夷中《行路难》)。面对现实、解密困惑是应对选择,应对挑战的基本条件之一。因此,我们在这里有必要对那些所谓困惑作一个简要的剖析。困惑之一,覆盖扩大了,广告业务为什么并没有像第一轮节目上星的那几个省级电视台直线攀升?是的,自卫星传输节目的政策开放 Many confusion: the choice of the mainstream media do not adapt to the long-term because of the market away from lack of awareness and functional exercise, coupled with the system, mechanisms, etc. heavy burden, the mainstream media to marketing management far more difficult than the media in general much more complex. In the face of harsh market choices, at present, there are not many domestic truly powerful media outlets that are able to cope with difficulties. A considerable number of media outlets are still in the midst of dismal management. There are so many difficulties and many confusion. The ancients said, “The source of all people, there is no road plug” (Nie Yi in “difficult”. In the face of reality, decryption and confusion are one of the basic conditions for dealing with choices and coping with challenges. Therefore, it is necessary for us here to make a brief analysis of those so-called puzzles. One of the puzzles, the coverage has expanded, why did not the advertising business skyrocketed to those provincial TV stations that starned the first round of programs? Yes, the policy for satellite transmission programs was liberalized