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一、前言媒体“霸主”时代的终结,必然是媒体“战国”时代的开始,而后就是兼并与合作,最终形成市场经济比较规范的公平体系。历史的必然发展规律,也正体现了中国广播电视系统的发展规律。中国的媒体以20世纪90年代中期为一个历史的分水岭,从霸主时代进入战国时代,这是人所皆知的事实。在媒体“战国时代”的今天,广播电视系统就像一部四轮驱动的汽车——宣传、事业、经营、管理四个轮子一起滚动,缺一不可。而经营创收又是其他3个轮子的润滑剂和动力基础。经营创收上不去,宣传、事业、管理都必将受到很大的制约和影响。因此,经营创收可以说是广播电视事业生存和发展的关键。
I. INTRODUCTION The end of the “overlord” era in the media is bound to be the beginning of the era of the “Warring States” in the media, and then to mergers and cooperation. Eventually, a fair system of market economy will be formed. The law of historical inevitable development also reflects the law of development of China’s radio and television system. It is a well-known fact that China’s media, as a watershed in history in the mid-1990s, entered the Warring States Period from the dominant era. Today in the era of the media “Warring States Period”, the radio and television system is like a four-wheel drive car - with four wheels of propaganda, business, management and management rolling together. The operating income is the other three wheels of lubricants and power base. Do not go up in revenue management, publicity, career, management will be subject to great constraints and influence. Therefore, revenue management can be said that radio and television business survival and development of the key.