国内电视剧市场现状与广告经营策略探析

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经过十多年的发展探索,我国的电视剧市场已初步形成了买方市场的某些特点:数量庞大,类型多样,整体上供大于求。电视剧价格体系基本建立,商业交易规模及模式也趋于稳定。随着国内电视频道的不断增加扩容,电视剧已变成各家电视台争夺收视率的利器,并成为广告创收的主要载体。一、电视剧市场的现状目前的电视剧市场,作为需求主体的电视台显然在交易中占据了更为主动的位置,拥有更多的话语权。在价格上,一口封顶,没有任何讨价还价的余地;在支付上,拖上一年半载也不算长。种种现象,都在传递着一个 After more than 10 years of development and exploration, China’s TV drama market has initially formed some characteristics of the buyer’s market: a large number of diverse types, the overall oversupply. TV drama price system basically established, the scale and mode of commercial transactions also tend to be stable. With the continuous expansion and expansion of domestic television channels, the television series has become a weapon for all television stations to compete for ratings, and has become the major carrier of advertising revenue generation. First, the status quo of the TV drama market The current TV market, as the main demand for television stations obviously occupy a more active position in the transaction, have more voice. In the price, a cap, there is no room for bargaining; in the payment, dragging a year and a half is not too long. All kinds of phenomena, are passing one
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