| 以错位竞争理念构想地市级电视媒介产业发展战略 |
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| 引用本文： | 樊昌志,申芳龄. 以错位竞争理念构想地市级电视媒介产业发展战略[J]. 湖南城市学院学报, 2003, 24(4): 8-12 |
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| 作者姓名： | 樊昌志 申芳龄 |
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| 作者单位： | 1. 湘潭大学,文学与新闻学院,湖南,湘潭,411105
2. 邵东电视台,湖南,邵东,422800 |
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| 基金项目： | 湖南省教育厅2001年度科研项目(青年项目)《媒介产业增长与传播生态优化》(01B001)的成果之一。 |
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| 摘 要： | 错位竞争以取得市场利基(Niche)为目标。媒介产业的错位竞争，就是某一级的某一类媒介产业以取得自身可能占有的媒介资源为市场目标而采取的避免与竞争对手正面交锋的市场策略或理念。以错位竞争理念构想地市级电视媒介产业的发展战略，需要实现三个战略目标：选择合适的媒介生态位作为地市级电视媒介产业的生存与发展空间；定位“受众圈”作为地市级电视媒介产业的目标市场；开创著名的地方性电视媒介品牌。
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| 关 键 词： | 错位竞争 地市级电视媒介 发展战略 媒介生态位 受众圈 地方性著名品牌 |
| 文章编号： | 1672-1942(2003)04-0008-05 |
The Conception of Development Stratagy of Regional TV Media Industry on Different Niche Competition |
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| FAN Chang-zhi,SHEN Fang-ling. The Conception of Development Stratagy of Regional TV Media Industry on Different Niche Competition[J]. Journal of Hunan City Univeristy, 2003, 24(4): 8-12 |
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| Authors: | FAN Chang-zhi SHEN Fang-ling |
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| Affiliation: | FAN Chang-zhi1,SHEN Fang-ling2 |
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| Abstract: | The different niche competition considers market niche as its tactic. The different niche competition of media industry is a tactic or a conception that a certain level and a kind of media industry avoid the confrontation of the rival so as to possess media resources. It must reach three targets to conceptualize the development stratagem of urban TV media industry with the conception of different location contest. (1) To choose appropriate Media Niche as its exist and developmental space. (2) To position the Audience Circle as target market. (3)To set up famous regional media brand. |
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| Keywords: | different niche competition regional media industry development stratagy the Media Niche Audience Circle famous regional media brand |
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