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jiang su guo ji pin dao de kun yu lu
Author(s): 
Pages: 62-66
Year: Issue:  6
Journal: The Video-Audio Circle

Keyword:  国际频道困境营销策略;
Abstract: 因为对外宣传的特殊性,省级国际频道在电视媒体中是独特的存在,然而这一独特性却为其带来经营发展的压力:国内外收视率与影响力薄弱、内容消费者和广告消费者存在差异错位、受众价值无法测量导致广告定价依据不足、国内外落地覆盖有限导致广告经营困难……本文以江苏国际频道为分析样本,详细分析了其困境所在,提出以受众和广告商为导向的内容优化、价格优化、渠道优化和互动优化的营销策略。
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