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我们的做法可以概括为三点:一是立足本土,区隔市场。面对着外来电视媒体的汹汹来势,珠江频道唯一可用的策略就是本土化。这虽然含有一种无奈,却也是对营销理念的一种暗合。二是取长补短,避实就虚。不可否认,境外频道尤其是香港电视在给广东本土电视带来收视挑战与生存压力的同时,也在节目形态、制作理念、管理机制、艺员培养等方面为内地电视带来了成功的经验。三是立体营销,战略反攻。我们不断地强化珠江频道的强势地位,提出“夺广东必夺珠江,得珠江者得广东”的广告投放理念。
Our approach can be summarized as three points: First, based on the local community to separate the market. Faced with the raging external television media, Pearl River Channel is the only strategy available to localization. Although this contains a kind of frustration, but also a coincidence of marketing ideas. Second, learn from each other, to avoid the virtual. Admittedly, while overseas channels, especially Hong Kong TV, bring about viewing challenges and survival pressure to local television in Guangdong, they have also brought successful experiences in the field of television programs in the form of programs, production concepts, management mechanism and entertainer training. Third, three-dimensional marketing, strategic counterattack. We continue to strengthen the Pearl River Channel’s strong position, put forward “to win the Guangdong will take the Pearl River, the Pearl River were Guangdong ” advertising concept.