本文選題：雙邊市場(chǎng) + 平臺(tái)策略�。� 參考：《現(xiàn)代經(jīng)濟(jì)探討》2016年05期

【摘要】：電視傳媒產(chǎn)業(yè)在過(guò)去20年取得了長(zhǎng)足發(fā)展。該文從雙邊市場(chǎng)的角度研究了《非誠(chéng)勿擾》的平臺(tái)策略,對(duì)平臺(tái)的歷史演變、節(jié)目設(shè)計(jì)、平臺(tái)治理和價(jià)格策略進(jìn)行了全面的分析。在此基礎(chǔ)上,側(cè)重考察了《非誠(chéng)勿擾》的廣告投放策略,從收視率、收視群體和廣告模式的創(chuàng)新層面加深了電視傳媒平臺(tái)的理解,并對(duì)平臺(tái)策略的未來(lái)發(fā)展方向給出了建議,認(rèn)為充分利用網(wǎng)絡(luò)的交叉效應(yīng),設(shè)立適當(dāng)?shù)膹V告價(jià)格和廣告投放數(shù)量,有效編排廣告以期盡量減少?gòu)V告排斥帶來(lái)的損耗,是電視媒體應(yīng)有的策略考量。
[Abstract]:The TV media industry has made great progress in the past 20 years. This paper studies the platform strategy of "if you are the one" from the perspective of bilateral market, and makes a comprehensive analysis of the historical evolution, program design, platform governance and price strategy of the platform. On this basis, this paper focuses on the advertising strategy of "if you are the one", deepens the understanding of TV media platform from the aspects of ratings, audience groups and advertising model innovation, and gives some suggestions on the future development of the platform strategy. It is considered that TV media should take full advantage of the cross effect of the network, set up appropriate advertising price and advertising quantity, and effectively arrange advertisements in order to minimize the loss caused by advertising rejection.
【作者單位】： 東南大學(xué)經(jīng)濟(jì)管理學(xué)院;江蘇省廣播電視總臺(tái);
【分類號(hào)】：G222
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本文編號(hào)：2034940