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长久以来,收视率成为电视媒体用来衡量自身市场影响力,并以此作为盈利手段的一个重要指标。但这种结论性和滞后的指标很难为电视媒体前瞻到下一步即将发生的指标变化。数字技术的不断发展以及政策的变化,让电视媒体必须适应新的竞争生态环境,重新寻找到自身的核心竞争力。我国当前电视媒体赢得竞争的指标,需要从供应能力、创新能力、资源掌控力以及品牌影响力等方面重新寻找路径。电视媒体的价值链也必须依据这种评价指标重新构建,以适应新的竞争生态关系。
For a long time, the ratings have been used by television media as a measure of market influence and as an important indicator of profitability. However, this conclusive and lagging indicator has made it difficult for the television media to look ahead to the upcoming changes in indicators. The continuous development of digital technology and the change of policies have made the television media adapt to the new competitive environment and find its own core competitiveness again. At present, the index that TV media in our country won the competition needs to find a new path from the aspects of supply ability, innovation ability, resources control and brand influence. The TV media value chain must also be rebuilt according to this evaluation index to adapt to the new competitive ecological relationship.