發(fā)布時間：2018-03-31 18:57

  本文選題：產(chǎn)品競爭　切入點：同質(zhì)化　出處：《產(chǎn)業(yè)經(jīng)濟研究》2017年05期

【摘要】：在激烈的市場競爭中,企業(yè)選擇同質(zhì)化跟隨還是差異化突圍,是其產(chǎn)品戰(zhàn)略的核心問題。利用國內(nèi)三家省級衛(wèi)視的節(jié)目數(shù)據(jù),以播出時長來刻畫產(chǎn)品競爭中的橫向差異,基于面板數(shù)據(jù)的聯(lián)立方程組模型進行實證研究發(fā)現(xiàn),湖南、江蘇和北京三家衛(wèi)視在產(chǎn)品競爭中存在顯著的差異化互動策略行為特征;再根據(jù)播出時長比重劃分出各家衛(wèi)視的主打節(jié)目類型樣本,發(fā)現(xiàn)其差異化程度有所擴大。進一步地,以整個市場中各類節(jié)目在兩個期間的播出時長變化來測度節(jié)目的流行程度,并探討衛(wèi)視追隨市場"潮流"的回報,結(jié)果顯示,追隨"潮流"對于各家衛(wèi)視收視率有顯著的正向作用,但這種影響在主打節(jié)目的子樣本中出現(xiàn)分化,其中作為領(lǐng)先者的湖南衛(wèi)視獲益擴大,處于中間的江蘇衛(wèi)視回報變化不顯著。
[Abstract]:In the fierce market competition, the core problem of the product strategy is whether the enterprises choose homogenization to follow or the difference to break out. Using the program data of three provincial satellite TV stations in China to depict the horizontal differences in the product competition by using the program data of the three provincial TV stations. The empirical research based on the panel data model of simultaneous equations found that Hunan Jiangsu and Beijing three satellite TV stations in the product competition has significant behavioral characteristics of differentiated interaction strategy; Then, according to the long proportion of broadcast time, the samples of main hit programs of various TV stations are divided, and it is found that the degree of differentiation has been expanded. Furthermore, the popularity of programs is measured by the long changes of broadcast hours of all kinds of programs in the whole market during the two periods. The results show that following the trend has a significant positive effect on the ratings of each TV station, but this effect is differentiated in the subsample of the main TV program. Hunan Satellite TV, as a leader, has expanded its benefits, while Jiangsu Satellite TV in the middle has no significant change in return.
【作者單位】： 四川大學經(jīng)濟學院;中山大學嶺南學院;
【基金】：國家自然科學基金項目(71773147) 廣東省普通高校創(chuàng)新團隊項目(2016WCXT001) 四川大學中央高�；究蒲袠I(yè)務(wù)費研究專項項目(skq201717)
【分類號】：F273.2;G229.2
，

本文編號：1692016