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当今社会,媒介之间的竞争愈演愈烈,阳光卫视与凤凰卫视,作为电视媒介中的两颗明星,在实现自身价值,寻求发展的道路上都实施了一系列的竞争策略。本文以阳光卫视与凤凰卫视为研究对象,主要从品牌形象塑造,节目内容定位,这两个方面探讨了它们分别所实施的竞争策略,并根据他们的发展现状对它们的竞争策略进行对比,分析与总结阳光卫视与凤凰卫视的得力之处,失利之因,旨在为媒介的良好发展提供些许参考。
In today’s society, the competition between media is intensifying. Sunshine Satellite TV and Phoenix Satellite Television, as the two stars in the television media, have implemented a series of competitive strategies on the road of realizing their own values and seeking development. In this paper, Sunshine Satellite TV and Phoenix TV as the research object, mainly from the brand image, program content positioning, the two aspects of their competition strategies were discussed, and according to their development status of their competitive strategies were compared and analyzed Summed up the merits of Sunshine Satellite TV and Phoenix Satellite TV, the cause of defeat, aims to provide a good reference for the development of the media.