贴近群众情感 赢得收视长虹

• 作 者: 郑瑾
• 机 构: 丽水广播电视台,
• 出 处: 视听纵横
• 发表日期: 2013年06期
• 关键词: 自办节目 节目编排 浙江卫视 电视收视 情感营销 文化休闲 本土化策略 播出时间 电视新闻 节目竞争

近几年,丽水电视收视市场跑出一匹黑马,一个开办时间短,人、财、物资源少的文化休闲频道,却连续四年排丽水电视台收视率第一,而且居丽水区域所有落地频道第一,2013年上半年收视率比名列第二名的浙江卫视高出50%。这其中有何秘诀?本文试图结合情感营销理论与策略,对该频道的自办节目、节目编排、特色活动等,做一个较为深入的考察分析。

In recent years, Lishui television ratings market ran out of a dark horse, a start-up time is short, people, money, material resources less cultural leisure channel, but for four consecutive years ranking Lishui TV ratings first, but also all the Lishui area floor channel First, the viewing rate in the first half of 2013 was 50% higher than that of Zhejiang Satellite TV, which ranked second. What is the secret of this? This article attempts to combine emotional marketing theory and tactics to do a more in-depth study and analysis of the channel’s self-run programs, programming, special activities.