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作为中央电视台开播的全国第一档现场个案访谈的心理栏目,《心理访谈》自开播以来收视率节节攀升,受到广大观众的喜爱,取得了较好的社会效益。本文着重分析该栏目的定位策略,指出《心理访谈》栏目在开播之初,立足于满足人们对心理健康服务的需求,将自己定位为全国第一档心理访谈栏目。随着同类栏目遍地开花,四处开播,《心理访谈》开始致力于突出本栏目与竞争对手的差异化优势,强调栏目的权威性和服务性的特点,继续保持了领先优势。
As the first column of CCTV’s live interview case in China, CCTV has steadily risen in ratings since its launch and has enjoyed a lot of audience’s favor and achieved good social benefits. This article focuses on the analysis of the positioning strategy of this section, pointing out that “psychological interview” section at the beginning of broadcasting, based on meeting people’s demand for mental health services, positioning itself as the first national psychological interview section. With the flowering of similar columns everywhere and the opening of broadcasts, the “Psychological Interview” began to devote itself to emphasizing the differentiated advantages of this column and its competitors. It emphasized the authority and service features of the columns and continued to maintain its leading position.