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电视衍生品市场需求巨大,发展空间十分广阔。和巨大的市场需求以及国外的发展情况相比,目前我国的电视衍生业务尚处于起步阶段,产业市场很不成熟。主要表现为衍生产品形式单一、市场同质化竞争严重、盗版严重、消费市场发育不成熟等。本文从对电视衍生品概念剖析和分类入手,并对发展经营电视衍生品的战略意义进行了阐述,通过对当前电视衍生品市场目临的主要问题的分析,提出了电视衍生品业务开发经营的对策建议,以便为相关业务的管理决策提供参考。
TV derivative market demand is huge, the development of space is very broad. Compared with the huge market demand and the overseas development situation, at present, China’s television derivative business is still in its infancy and the industrial market is immature. Mainly manifested as a single form of derivative products, serious competition in the homogenization of the market, serious piracy and immature consumer markets. Starting with the analysis and classification of the concept of TV derivatives, this paper elaborates the strategic significance of developing and operating TV derivatives. Based on the analysis of the major problems currently facing the TV derivative market, this paper proposes the development and management of TV derivatives business Countermeasures and suggestions, in order to provide a reference for the management of related business decisions.