如何打造电视媒介核心竞争力

On Developing TV Media's Core Competencies

近年来,关于公信力、核心竞争力等方面的研究已经成为我国媒介研究特别是媒介经济研究中的热点问题。陈鹏等发表的论文《公信力战略与整合营销传播———打造电视媒介核心竞争力》提出了一些很有价值的观点,但这些观点及其论证过程也不无存有争议与推敲之处。尤其是应当基于对公信力是电视媒介竞争的制高点还是生存底线、建立公信力的法宝是不是整合营销传播等观点的质疑分析,进而对“如何打造电视媒介核心竞争力”这个重要问题表达不同的看法。

In recent years, public credibility and core competency has become hot topics in the area of media studies, especially in media economic studies. In his paper ＂Credibility Strategy and Integrated Marketing Communication＂, Chen Peng puts forward some valuable viewpoints, which, however, can be further argued, in terms of whether public credibility is the magic weapon of integrating marketing communication and how different understandings of developing core competencies are reached.