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随着全国省级台有线、无线两台合并的完成,各台在节目上形成整合优势的同时,在广告经营上也逐渐形成了地方的垄断优势。那么在这种情况下,媒介是依靠市场的垄断地位来提高竞争力,获得更高的广告收入,还是利用整合后的强大实力来为广告客户提供更好的服务、创造更多的价值呢?各种媒体都在采取不同的经营方略。安徽电视台是近年来发展较快的一家省级卫视,在2000年进入全国省级电视台广告创收前7强的基础上,2001年广告创收又突破了3.5亿元大关,2002年广告签约额更是突破4个亿。安徽电视台继2001年推出“收视点保证”的服务举措之后,最近又在全国媒介中率先推出了“大客户增值服务”的新政策。为深入了解“大客户增值服务”的一些情况,我们采访了安徽电视台副台长吴涛先生。
With the completion of the merger of the provincial provincial-level Taiwan’s wired and wireless stations, each of the stations formed an integrated advantage in the program and at the same time gradually formed its local monopoly advantage in advertising operation. So in this case, the media is to rely on the monopoly of the market to enhance competitiveness, access to higher advertising revenue, or use the power of the integration to provide advertisers with better service, to create more value? Various media are taking different business strategies. Anhui TV station is a provincial-level satellite TV which developed rapidly in recent years. On the basis of the top 7 revenue of provincial-level TV stations in 2000, the advertising revenue in 2001 exceeded 350 million yuan. In 2002, the advertising contract amount was even more Is a breakthrough 4 billion. Following the service initiative of “Point of View Assurance” launched in 2001, Anhui TV recently took the lead in launching a new policy of “VIP customer value-added service” in the national media. In order to have a better understanding of some situations of “big client value-added service”, we interviewed Mr. Wu Tao, deputy director of Anhui TV Station.