教育电视频道经营策略分析

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[]2003-08-10[](1970-),,,(,210036)[],,,;,,[][]F49[]A[]1671-5454(2004)01-0050-072090,,,,21?,(IMC:IntegratedMarketingCommunications),4P(ProductPricePlacePromotion)4C(Consumerwants&needs,Cost,Conve2nience,Communications),,,,,,,,,,,,,,:();,,,,,,,,,,,05©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:;(),,,,,()ATPE,A(1)1,:,,,,,;;,;,,();(),;22315©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.::IIIIVI:IIIIII,;,,,;,,(),,,,,,,,,,,,,,,,,,,,,,,(GRP),()(),;,,,,,(4)425©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.():,,,,,;,,,(),;,,,,,,,,,;,,,;,,,,;,,CCTV2,:,,,,,,,,,,,,,,,,,,;,,,,,,,,,,():,,,,,,;,,,(),7:0012:00,,,;,19:00--22:00,,,,,,,,35©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(),,,,,,,11(),2,,3()4,5(),,,6,,7,8,;,,,9,,10,,11,,,,12,,():?,,,,,,,,,,,,,,;,,,;,45©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(5.4%)(4.5%),,,,CCTV2,(),CCTV2,,():,,,,,,,,,,2002,,,2002CCTV3,9.4%,11.6%,1998CCTV3,,4%(CSM),,,,,,22:00,AC10,1995,,,;,,,,,,,,,,,,,,,55©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.():,,,:;;,,,,BBC,,,,NICKLODEON211,25NICK,NICKATNITE(),5,NICKLODEON,,,,1,NICKLODEON,Nick.comInternet,NICKLODEON,NICKLODEONNICKLODEON,,,,2000,()400,,,ETV,,VCD,4,,VCDVCD,,,,,[][1]1[M]1,199910.[2]1[C]1,200110.[3]1[M]1,20024.[4]1[M]1,20007.[5][]1[M]1,20001.[6]1[Z]120022003.AnAnalysisoftheManagingStrategyofEducationalTVChannelsJINShi2Bin(JiangsuEducationalTVChannel,NanjingJiangsu210036)Abstract:Basedontheintegralmanagementtheory,thepresentpaper,bytakingintoaccountthefeaturesoftheeducationalTV,proposesanewavenuefortheimprovementofthemanagementofeducationalTVchannelsthroughanthree2dimensionalanal2ysisofthecoreelementsoftheTVmedia2theprogram,theaudienceandtheplayingtime.Thenewapproachcanbelistedasthefollowing:managingtheoveralleducationalsourcesonanintegralbasisvpromotingtheadherenceoftheaudiencevraisingtheau2diencerating.TheeducationalTVchannelshouldemploymorescientificstrategies,suchasorientingitselfaccurately,stressingthebrand,editingscientifically,managingtheaudience,propagandizinganddevelopingby2products.Keywords:integralmanagement,managingthechannel,analysisoftheprogram,theaudienceandtheplayingtime65