摘要
本文在生态位理论范式的指导下对安徽卫视、湖南卫视、江苏卫视、东方卫视和浙江卫视2010年春节期间黄金时段广告资源进行分析，发现浙江卫视的生态位宽度值最大而江苏卫视最小；安徽卫视、浙江卫视和江苏卫视三者之间的生态位重叠度非常高。研究者认为，要实现广电媒体的健康有序发展，就要走错位竞争之路，建议对频道进行定位不仅应体现独特性，还要体现利益诉求，要把受众资源、节目资源和广告资源三者整合起来，另外还应考虑结合地方特色和公益广告的作用。
This paper analyses advertising resource of Anhui Television（TV）, Hunan TV, Jiangsu TV, Dragon TV and Zhejiang TV in the prime time of 2010 spring festival with the niche theory approach. It reveals that the niche breadth of Zhejiang TV is the widest while that of Jiangsu TV is the narrowest; the values of niche overlap between Anhui TV, Jiangsu TV and Zhejiang TV are rather high. The author suggeststhat position a TV channel should be unique and show benefit appeal. It should also integrate the audience resource, the program resource and the advertising resource together and think of using local characteristics and public service advertising so as to win the differential competition and make sure the TVs develop well.
出处
《现代广告》
2010年第13期74-82,共9页
Modern Advertising
关键词
省级卫视
广告资源
生态位
provincial TV,advertising resource,niche
