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一个电视频道的传播价值是由多方面因素决定的。评判一个电视频道的传播价值除了传统意义上的收视率、到达率、频道覆盖率这些体现“量”的因素之外,我们还应该更重视频道满意度、可信度、忠诚度和观众构成中的高端观众比例这些“质”的因素。从“量”与“质”的关系来看,“量”是“质”的基础,只有形成足够量的收视规模,观众对频道的信赖和满意才有意义。而频道的“质”是频道之间差异化的体现,是频道在激烈的市场竞争中最终取胜的利器,同“量”的频道可以不同“质”。本文分为三部分,即:对央视招标段传播价值的研究、对央视招标段的投资回报分析和投放央视招标段对企业营销的意义解析。就对央视招标段传播价值研究而言,我们会从“量”与“质”两个方面评价其传播价值。在投资回报和对企业营销的意义两方面,我们会着重分析投放央视招标段的投资效率以及能为企业在销售和品牌上带来的提升。
The spread of a television channel is determined by many factors. Judge the value of a television channel In addition to the traditional sense of ratings, reach, channel coverage of these factors that reflect the “volume”, we should also pay more attention to channel satisfaction, credibility, loyalty and audience composition The proportion of high-end viewers of these “qualitative” factors. From the relationship between “quantity” and “quality”, “quantity” is the foundation of “quality”. Only when a sufficient scale of viewing is formed, is the audience’s trust and satisfaction to the channel meaningful. The channel “quality” is a manifestation of the difference between channels is the channel in the fierce competition in the market to win the ultimate weapon, with the “quantity” of the channel can be different “quality.” This article is divided into three parts, namely: the research on the value of the spread of CCTV bidding segment analysis of the return on investment of CCTV bidding segment and the introduction of CCTV bidding segment on the meaning of corporate marketing. As far as the research on the value of CCTV’s bidding is concerned, we will evaluate the value of its spread from two aspects: quantity and quality. In terms of return on investment and the significance of marketing to the enterprise, we will focus on analyzing the investment efficiency of the bidding segment put on CCTV and the promotion it can bring to the business and the brand.