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电视节目研发与市场营销紧密耦合。根据市场需求进行节目研发已成为当今电视媒体的制胜之道,那么如何把握市场规律,抢占市场先机,适应市场需求。《产业经营》栏目姚休撰写的《电视节目研发与市场营销》文章中,提出五个观点:第一、开发或引进一种节目新产品,就等于创造了一个收视新市场。第二.赋予一种节目以新的功能形态,等于开发出一种新产品,创造一个新市场。第三、适应观众收视需求变化,等于创造了新的收视市场。第四、随着节目新产品的开发,与之配套的一系列服务应运而生,市场也就扩大了。第五、换一种营销方式,可能引发一场市场变革,从而开发出一个电视节目的新市场。
R & D and marketing of television programs are closely coupled. According to the market demand for program development has become the winning way of today’s television media, then how to grasp the laws of the market, to seize market opportunities, to meet market demand. In the article entitled “R & D and Marketing of TV Programs” written by Yao Hu, “Industrial Management”, I put forward five points: First, the development or introduction of a new program product is equivalent to creating a new viewing market. Second, giving a program a new form of functionality equals developing a new product and creating a new market. Third, to adapt to changes in audience demand for viewing, equal to create a new viewing market. Fourthly, with the development of new product programs, a series of services came into being, and the market expanded. Fifth, to change a marketing approach may lead to a market change and thus develop a new market for television programs.