500万彩票

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2015电视媒体拐点之年:危机与转机
2015-03-24

2015NIANSHIDIANSHIMEITIDEGUAIDIANZHINIAN,ZAICHANSHUZHEIYILUNDIANZHIQIAN,WOMENQIELAIKANYIXIESHISHI:2014NIAN,DIANSHIGUANGGAOSHOUCICHUXIANFUZENGZHANG,WEIJINNIANLAISHAOYOUDEXIANXIANG;YIWEIXINHONGBAOWEIDAIBIAO,DIANSHIMEITIYUYIDONGHULIANWANGDEJIAORONGDADAOLISHIXINGAODU,SHENGKUANGZHIXIAQUENANYANDIANSHIYEZHEDEHEXINZIYUANKAIFANGJIAOLV;2014NIANZHIBOFENLIJIANRUGAOCHAO,DANSUIZHIERLAIDEDIANSHITAIKONGXINHUAYUKONGQIAOHUA,YEWEIDIANSHIMEITIJINGYINGDAILAIJUDATIAOZHAN;TAOLICHUANTONGDIANSHITIZHI、XIAHAIDEDIANSHIRENXINGCHENGDIYICILANGCHAO,CONGYEZHETAOLI……

  ZAIXINDEMEIJIEHUANJINGZHONG,CHUANTONGDIANSHIDEDIWEIWUKEBIMIANDIYAOFASHENGBIANHUA,ZHEIQIZHONGQIANZANGWEIJI,YEYUNYUZHUANJI。WUYONGZHIYIDEYIGESHISHISHI,CHUANTONGDIANSHITAIBINGFEIRIMUXISHAN,YIRANCUNZAIQIANGDADESHENGMINGLIHEJINGZHENGLI,DANZAICHUANMEIFAZHANLISHIDEGUANJIANJIEDUAN,JIXUBAWOJIYU,XUNQIUZHUANJI。

  拐点之年,回望危机

  1.2014电视媒体广告由增长转为下降

500万彩票  JUZHONGGUOGUANGGAOXIEHUIBAOKANFENHUI、YANGSHISHICHANGYANJIU(CTR)MEIJIEZHIXUNJINRIFABUDEZUIXINJIANCESHUJUXIANSHI,2014NIANCHUANTONGMEITIGUANGGAOSHICHANGCHUXIANFUZENGZHANG,ZHEISHIJINNIANLAISHAOYOUDEXIANXIANG。ZAIPINGMIANMEITIGUANGGAOCHIXUXIAJIANGDETONGSHI,DIANSHIMEITIDEGUANGGAOYEYOUZENGZHANGZHUANWEIXIAJIANG,CHENGWEICHUANTONGMEITIGUANGGAO2014NIANXIAJIANGDEZHUYAOYINSUZHIYI。

  2014NIANCHUANTONGMEITIGUANGGAOBINGHUOLIANGZHONGTIAN。YIFANGMIAN,DIANSHIGUANGGAOXIAJIANGLE0.5%,SUIRANJIANGFUHAIHENXIAO,DANZUYIGAIBIANCHUANTONGMEITIGUANGGAOSHICHANGDEQUSHI;PINGMIANMEITIRENGRANXIAJIANG,JIANGFUYEZAIKUODA,BAOZHIJIANGFUDADAOLE18.3%,BISHANGNIANDUOCHU10GEBAIFENDIAN,ZAZHIJIANGFUWEI10.2%,YEDADACHAOGUOSHANGNIANJIANGFU。ERLINGYIFANGMIAN,BAOCHIZENGZHANGDESHIGUANGBOHEHUWAIGUANGGAO,GUANGBOZENGZHANG10.6%,HUWAIZENGZHANGLE9.5%。

  2.台网交融盛况下的核心资源开放焦虑

500万彩票  DIANSHIMEITIYUYIDONGHULIANWANGDEJIAORONG,ZAIYANGNIANYISHIDADAOYIGEXINGAODU,QIZHONGZUIYINRENZHUMUDEZAITISHI“HONGBAO”。YANGNIANHESUISHIDE“YAOYIYAO”,ZAIYANGSHI、BTVCHUNWANDEJIACHIXIA,ZECHENGWEIZHENZHENGYIYISHANGDE“ZHONGHUAXINMINSU”。QIZHONG,YANGSHICHUNWAN110YICIYAOYIYAOHONGBAOHUDONGZONGLIANGDAO8.1YICI/FEN;DIANSHIHESHOUJIPINGYIQIANSUOWEIYOUDEJINMIDUKUNBANGZAIYIQI。

  ZHEYANDANGXIA,SHIGEDUOYINGJUMIAN,DIANSHITAI、GUANGGAOZHUHESHEJIAOPINGTAIGEDEQISUO。DANMIANDUIWEILAI,YOUDIANSHIYEZHEJIAOLV,WOMENDIANSHITAIMIANXIANGHULIANWANGGONGSIQUANMIANKAIFANGZIJIDEHEXINNEIRONGZIYUAN,CHULEYISHIRENAOSHENMEDOUHUANBUHUILAI,YINWEIQUDAO、PINGTAIHEYONGHUZIYUANLAOLAOZHANGWOZAIBATSHOULI。YINWEIZHULIUMEITIZAIWEIBO、WEIXINSHANGDEFENSI,BENZHISHANGSHIWEIBOWEIXINYONGHUERBINGFEIZHULIUMEITIDEYONGHU,DIANSHIMEITINABUDAOZHEIXIEYONGHUDEHEXINXINXI,YONGHUHEXINXINXIQUANBUZHANGWOZAIWEIBOWEIXINSHENHOUDESHANGYEWANGZHANSHOULI。

  3.制播分离后电视台的空心化与空壳化

500万彩票  2014NIANGUANGDIANGAIGEYOULIANGGEZHUTI:YIGESHIZHIBOFENLI,YIGESHIMEITIRONGHEFAZHAN。SUIZHE2012NIANYILAIGUOJIACHUTAIDEYIXIEZHENGCEGULIMINJIANZIBENJINRU,ZHIBOFENLIDESHEHUIHUAQINGXIANGYUELAIYUEMINGXIAN,ER2013NIANYILAIMEITIRONGHEFAZHANDEHUSHENGYEYUELAIYUEGAO,ZHEIYANGCHUANTONGGUANGDIANMEITIJIUBUDEBUMIANDUIBIMIANKONGXINHUASHENZHISHIKONGQIAOHUADEWENTI。

500万彩票  RUGUOZHEIZHONGQINGKUANGYUELAIYUEYANZHONG,JIANGZHIJIEDAOZHISANGEHOUGUO:YISHIRENCAILIUSHIDAOZHIDEKONGXINHUA,GUANGBODIANSHITAIZUIZHONGYAODEHEXINZIYUANSHINEIRONG,DANNEIRONGSHIRENCAICHUANGZAODE,RENCAIDELIUSHISHIGENBENXINGDEKONGXINHUA。ERSHIDIANSHITAIGUANDAOHUA,ZHIBIANCHENGYIGEBOCHUPINGTAI。SHIJISHANG“SIQUAN”(CEHUAQUAN、BIANJIQUAN、SHENCHAQUAN、BOCHUQUAN)ZHONGJINYOUSHENCHAQUAN、BOCHUQUANSHIBUGOUDE,BIXUCONGCEHUAQUANKAISHI,BAOZHENGNEIRONGSHANGBUCHUWENTI。SANSHIBOCHUPINGTAIDEFEIZHULIUHUA,MANMANSANGSHIZHUDAOQUAN,RUGUOFAZHANDAOCONGNEIRONGDAOGUANGGAODAOSHOURUGEFANGMIANQUANBUZHUDAOQUANDOUGUISHEHUIHUAGONGSIZHANGWO,JIUHUICHUXIANKONGXINHUAHEKONGQIAOHUADEWEIHAI。

  2015电视媒体的突围之路

  1.完善媒体产业链生态,建立IP管理运行机制

500万彩票  SHOUXIAN,YAOWANSHANMEITICHANYELIANSHENGTAI,BIRUZHIBOFENLIZUOSHIZHIHOUJINXINGRONGHEFAZHANDESHIHOU,KEYIZUOYIXIEGAIBIAN,BAOKUOSHIXING“DULIZHIPIANREN”ZHIZHUJIANXIANG“CHANPINJINGLI”ZHUANXING;JIANLIQUANMEITIZHONGXIN,YOU“ZHONGYANGCHUFANG”XIANGDUOZHONGDUANFENFANEIRONG,GAIBIANYUANLAIDEYEWULIUCHENGHEZUZHIJIAGOU。

500万彩票  QICI,YAOJIANLIIPFALVHUA、SHICHANGHUA、JINGXIHUADEGUANLIYUNXINGJIZHI,QUEBAOIPZIYUANYOUXIAOLIUDONG,BUDUANFANGDAIPCHANYEJIAZHI。HUNANGUANGBODIANSHITAITAIZHANGLVHUANBINCENGJINGBIAOSHI,MEITIZUIHEXINDEZIYUANJIUSHINEIRONGIP,MEIYOUQITAKEYIQUDAI,RUGUOZHIBOFENLILE,DANCHUNBIANCHENGPINGTAI,JINYIBUJINXINGQUANMEITIKAIFADEJIAZHIJIUHUIDADABIANZHI,YINCIYIDINGYAOJINGTICHUANTONGMEITIDEKONGXINHUA,CHUANTONGMEITIZUIKEPADETIAOZHANBIANZAIYUNEIRONGBANQUANDEZHUJIANLIUSHI。DIANSHIJIEMUZIZHIJIEMUIPBANQUANSHIDAZAOQUANMEITIYIYUNDUOPINGPINGTAIZUIHEXINDEZIYUAN,YINCI,KEYIWEIRAOHEXINNEIRONGKAIFAXINMEITIYEWU,BACHUANTONGDEGUANZHONGBIANWEIYONGHU。

  2. 发挥内容资源核心优势,以内容产品撬动广告营收

  CONGDIANSHIGUANGGAODEZONGXIANGSHUJULAIKAN,SUIRANDIANSHIGUANGGAOSHOUDAOLEHULIANWANGDECHONGJIHECANSHI,DANRENGRANSHIZUIDADEGUANGGAOXIFENSHICHANG。BINGQIE,DIANSHIGUANGGAODESHOURUCHENGXIANCHUQIANGZHEYUQIANGDETEDIAN,DIANSHIGUANGGAOXINGYEDEJIZHONGDUYUELAIYUEGAO,XIANGQIANGSHIPINDAOJIZHONGDETEDIANYUELAIYUEMINGXIAN,2015NIANHUNANWEISHIGUANGGAOCHUANGSHOUZONGMUBIAOJIUSUODING100YI,YOU5DAO6GEYINGSHOUFENBIEGUO10YIDEXIANXIANGJINEIRONGCHANPIN。JIANGSUWEISHI《FEICHENGWURAO》YIGELANMUDEGUANGGAOSHOURUJIUYIJINGCHAOGUOLEHENDUODIANSHITAIDESHOURU。

  JIEMUNEIRONGSHIDAIDONGJINGJICHUANGSHOUDEYUANDONGLI。NEIRONGSHILIANJIEYONGHUDEHEXIN,YOUHAODEJIEMUNEIRONGJIUZIRANYOUHAODESHOUSHILV,TONGSHIDAILAILEGUANGGAOSHOURU。DUIYUYIXIANWEISHILAISHUO,NENGFOUBUDUANFUZHIZIJIDECHENGGONGJINGYAN,BAOCHIJIEMUCHUANGXINNENGLI,ZAIZONGJUGEZHONGYAOQIUHEXIANZHIXIA,JIANGSHIQIJINNIANDEZHONGDAKAOYAN。DUIYUERSANXIANWEISHILAISHUO,ZUIHELIZUOFASHIZHAOZHUNRENQUNHEJIEMULEIXINGDINGWEI,SUODINGYIGELINGYU,TUICHUHESHIDENEIRONGCHANPIN,YINWEIZONGHEDINGWEIYIWUJIHUI。

  3. 加速媒体融合转型,帐户体系与用户数据是重中之重

  GUOQUTANJI“TAIWANGLIANDONG”,WUFEIZHEIJIZHONGCHANGJING:QIYISHILIYONGDUANXIN、LUNTAN、WEIBODENGPINGTAIJINXINGTUCAOSHIDE“WAIJIAOHU”;QIERSHILIYONGERWEIMA、SHENGYINSHIBIEDENGFUZHUSHOUDUAN,JIANGYONGHUJIARUHUDONGYOUXIZHONG;QISANSHITONGGUOZHINENGDIANSHIDEDIEJIACAIDAN,PEIHEYAOKONGQIHUOSHOUJIAPP,ZHANKAIHUDONG。RUJINSUIZHE“YAOYIYAO”QIANGHONGBAODEJUEQI,QUANXINDEYONGHUYUDIANSHIJIAOHUXIGUANZHENGZAIBEISUZAO。KEYIYUJIAN,ZHEIYIJIANDANCUBAODEJIAOHUXIGUANPUJIZHIHOU,JIANGNENGWEIZONGYIJIEMU、TIYUJIEMU、GOUWUJIEMUNAIZHIXINWENJIEMUDAILAIGENGDUOSHANGYEHUADEXIANGXIANGLI。

500万彩票  BUGUO,CHUANTONGMEITIYUXINXINGMEITIDERONGHEZHUANXING,ZHANGHUTIXIYUYONGHUSHUJUDANGRANSHIZHONGZHONGZHIZHONG,DANZHEIYUANYUZISHENDEXINMEITIYUNYINGNENGLIHEYISHI,ERBUSHIZUODENGBIERENSONGSHANGMENLAIDE“KAIFANG”。

  ZAIYIGEYONGHUSHIJIAN、XINGQUHESHEJIAOGUANXIBEIRIYIJIEGOUDEYIDONGHULIANWANGSHIDAI,DIANSHIMEITIYINGGAIDADAFANGFANGDEJIECHUANCHUHAI,TONGGUOYUELAIYUEQIANGDADENEIRONGJINGZHENGLIHEKUAISUCHENGZHANGDEHULIANWANGXITONGYUNYINGNENGLI,JILEIYONGHU、CHUILIANCHANPIN、TANSUOLUJING。

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电话:010-58701233 备案号:京ICP备13034939号