安徽影视频道“营销为王”发展模式分析.pdfVIP

安徽影视频道“营销为王”模式研究 这种“营销为王”的发展模式成就了安徽影视频道“金牌地面频道”的理想， 同时，这种模式和具体的操作手段也深深的影响了安徽电视媒体发展的方向，安 徽卫视“电视剧大卖场”的定位和很多节目和推广手段都来源于此。 但是，电视媒体的发展是迅速的，一个发展模式的形成可能需要很多年的时 间，但是，时代发展的浪潮摧毁它也许只需要短短几年。在目前的发展中，面临 着激烈的市场竞争，如何进一步开拓思路，深化“营销为王”的模式，寻求突破 是安徽影视频道亟待解决的重要课题。 关键词：营销为王 地面频道 频道定位 IV 引 言 Abstract In these years, the development of Regional TV Station has attracted our attention 。These Regional TV Stations go different ways by their advantages .As the leader of TV Stations in Anhui, The TV Station has became the No1.in ratings and incomes in the last15 years. As a Regional TV Station, how can AHTV Film and Play become a very important TV Channel? What is its history? Which develop road had it chose? First of all ,the article researches into the history of AHTV Film and Play, talk about the three periods of its history: infancy period 、development period maturity period. Then conclude the special road of AHTV Film and Play called “Marketing king”, and discussed its channel orientation, making of programs, sells of Ad. 。In the end, the articles discussed the effect of the road for the TV Stations in Anhui. The road of “Marketing king”, means that thought “Marketing” as the most important effect ，do things in the regulars of market, use the theories of “Marketing” 指导 the development of TV station .As the same time ,because of the specials that called “sell- twice” in Media-marketing, that we must focus the different parts ： marketing in programs and marketing in sells of Ad. In the course of development, AHTV Film and Play get the marketing in programs and marketing in sells of Ad. At the mean time, focus on channel orientation. Infiltration the marketing st