教育电视频道经营策略分析

An Analysis of the Managing Strategy of Educational TV Channels

本文依据整合营销理论 ,通过对电视媒体“节目、观众、时段”这三大核心要素的三维分析 ,结合教育电视特点 ,提出了“整合教育电视资源→提升观众忠诚度→提高观众到达率”的改善教育电视频道的经营路径 ;同时提出了“准确定位、品牌制胜 ,科学编排、营销观众 ,活动造势、衍生产品开发”

Based on the integral management theory, the present paper, by taking into account the features of the educational TV, proposes a new avenue for the improvement of the management of educational TV channels through an three-dimensional analysis of the core elements of the TV media-the program, the audience and the playing time. The new approach can be listed as the following: managing the overall educational sources on an integral basispromoting the adherence of the audienceraising the audience rating. The educational TV channel should employ more scientific strategies, such as orienting itself accurately, stressing the brand, editing scientifically, managing the audience, propagandizing and developing by-products.