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在全国省级卫视激烈的市场竞争中,特色定位、创新能力和营销理念已成为频道可持续发展的关键因素。广西卫视将自身定位于女性特色频道,是基于战略选择与品牌打造的双重实践。一年多来,它以有限的可调度资源,在全国省级卫视中打出了独特响亮的品牌,且取得了明显的市场效益。本期个案研究,以宏观与微观相结合的方式,对广西卫视的差异化竞争策略、对全国电视台特色频道的建设问题,进行了学理性探讨。
In the intense provincial TV competition in the market, the characteristics of positioning, innovation and marketing ideas has become the key factor in the sustainable development of the channel. Guangxi Satellite TV will position itself as a female channel, based on the dual practice of strategic choice and brand building. In the past year or so, with a limited amount of schedulable resources, it has hit a unique and resplendent brand in provincial provincial satellite TV stations and has achieved significant market benefits. This case study, with the combination of macroscopical and microcosmic, conducts a theoretical discussion on the strategy of differentiated competition for Guangxi Satellite TV and the construction of the special channel for the national television station.