以内容产品为核心的广播市场模型的建立和现实应用.pdfVIP

内容摘要 广播作为三大传统媒体曾经风光一时，也曾经惶惑不安。从诞生到现在，广 播经过了剧烈的社会变迁和技术进步。而这种变迁和变革还在继续，并且在不知 不觉中加快了速度。在这样的社会背景下，各地广播电台各显神通，纷纷进行改 革。改革方法并无定论，但是要想获得良好的改革效果则需要在设计改革方法时 系统地考虑各方面的因素。本文以北京广播市场为范本，试图通过对市场各因素 的创造性组合构建一个广播市场模型，并结合模型对北京广播市场进行分析，并 对这个市场上的竞争者进行点评。本文的目的在于通过这个模型的建立、模型对 市场的分析和对电台经营管理调整的建议提供一套广播市场分析和调整的思路。 全文分为五个大的部分。第一部分为广播市场模型的建立。这一部分的主要 任务一是理清本文建模所涉及的概念及市场的界定，二是模型的建构过程及对模 型中因素关系的梳理。第二、三、四部分以北京广播市场为例，分别对模型中最 重要的三个因素——广播听众、广告商和广播市场竞争者——进行具体分析。这 些分析是建立在北京广播市场具体市场数据和相关人员访谈的基础上的。目的是 通过北京广播市场实际情况的展示和分析为根据模型进行的调整提供现实基础。 第五部分则是根据广播市场模型中所提出的要素和要素关系对北京广播市场的 各个频率进行分析，并对具体电台/频率进行点评。 关键词：广播市场，适配，听众，广告商 Abstract As the one of three traditional media, the radio broadcasting industry has prospered and declined. During the development of the radio broadcasting industuy, it has experienced social vicissitude and the technology advancement. Now, this industry is facing a new world. Under such socail background, more and more broadcasting station is carrying on the reform. There is not only reform method. But If you want to obtain the anticipated effect, you must systematically consider various aspects of the reform. This paper take Beijing radio broadcasting market as the example, and attempt to establish a market model to analyze the factors which can influence the market competition of radio broadcasting. The goal of this paper is providing a new mentality of analysis of the radio broadcasting market. The article divides five parts. The first part explained how to establish the radio broadcasting market model. The second part to fourth part analysis the three main bodies in this market model. They are the audience, the advertising agents and the broadcasting station. The last part analysis the relations between the different channels based on the model and provid