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虽然近几年来地市电视台发展非常迅速,但面对的竞争却十分激烈。用一句话来形容就是群雄争食,夹缝中求生存。地市电视台不仅面临着来自行业内部的竞争,而且还要面对行业外部的竞争。传统媒体集团尤其是国外著名报业集团的竞争,国内报业集团的扩张,以及网络媒体的迅速发展,都已经和正在成为地市电视台强劲的竞争对手。在这种形势下,广告主对地市电视台的广告投放均大大缩水。本文从地市电视媒体的经营现状分析入手,探讨广告经营的对策和发展方向。一、经营现状根据第29届全国城市电视台广告协作会2005年惠州会议资料统计:城市电视台中广告年创收超过3000万元的有35个,超过5000万元的有10个,超过亿元的有11个。这就是说,全国300多家城市电视台中,除了少数经济发达的城市,特别是东部沿海地区城市电视台增幅较大外,大多数的城市
Although the city television station has developed very rapidly in recent years, the competition it faces is fierce. In a word to describe is the war of aggression, cracks in the survival. City TV stations not only face competition from within the industry, but also face the competition outside the industry. The competition of traditional media groups, especially the well-known newspaper groups abroad, the expansion of the domestic newspaper groups and the rapid development of online media have been and are becoming strong competitors of the local TV stations. In this situation, advertisers have greatly reduced the advertising on the local TV stations. This article starts with the analysis of the operation status of the television media in the city and discusses the countermeasures and development directions of the advertisement management. First, the operating status According to the 29th National City Television Advertising Association meeting in 2005, Huizhou information statistics: urban television stations in advertising revenue of more than 30 million yuan in 35, more than 50 million yuan in 10, more than 100 million have 11. This means that among the more than 300 TV stations in the country, except for a few economically developed cities, especially those in the eastern coastal areas, the majority of cities