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对于电视、广播媒体而言,视听率调查及视听数据分析是提高其竞争力的有力武器。通过视听率调查及视听数据的分析,媒体可以了解它所在视听市场的竞争环境、面临的主要竞争对手以及自身竞争力的强弱,而竞争环境、竞争对手和竞争力分析对于媒体制定合适的竞争策略,进一步提高竞争力具有非常重要的意义。下面主要以电视媒体为例来论述收视数据分析对提升电视媒体竞争力的作用。
For the television and radio media, audiovisual surveys and audiovisual data analysis are powerful tools to enhance their competitiveness. Through the investigation of audiovisual frequency and the analysis of audio-visual data, the media can understand the competitive environment of its audio-visual market, the main competitors it faces and the strength of its own competitiveness while the competitive environment, competitors and competitiveness analysis make appropriate competition for the media Strategy, to further enhance the competitiveness of great significance. The following mainly to television media as an example to discuss the audience data analysis to enhance the competitiveness of the role of television.