论《体坛新视野》的差异化营销策略

By ＂Sports world New Field of vision＂ variation marketing strategy

从中央电视台、到各省级电视台，近年来无不经历了频道专业化浪潮的洗礼。央视利用其丰富的资源和极具前瞻性的眼光成为了这次浪潮中的“先锋”。各地方台却因为种种原因，在频道专业化后放缓了发展的脚步。如何在与强势的中央电视台的进行竞争？天津电视台的《体坛新视野》栏目给我们带来了一些启示。本文试图以《体坛新视野》栏目为例，引入营销学中的定位和差异化营销理论来分析《体坛新视野》所采用的差异化营销策略。

From CCTV to local TV stations, they all have experienced a tidal wave of Channel Specialization. CCTV uses its abundant resource and its foresight, becomes the pioneer of this tidal wave. But the local TV stations postpone they steps of development,for a variety of reasons. How to compete with the strong CCTV？ A program of TJTV called Eyes on Sports inspires us. This article attempts to set Eyes on Sports as an example, uses Positioning ＆ Differentiated Marketing theories which comes from the Marketing,to analyzing the Differentiated Marketing strategy that Eyes on Sports has used.