剧卖场到剧市场——安徽卫视电视剧制播策略探微

本文通过实证性考察，以定量研究为突破口，结合定性研究，回溯2009年省级卫视的收视情况，并在此基础上指出目前安徽卫视电视剧定位在执行上存在的误区和问题，为其应对2010年的品牌转型提供实证性支持。同时结合电视剧营销在抢夺收视眼球中的作用因素，及应对广电总局61号令实施的新市场背景，提出包括电视剧生产、广告营销、时段编排在内的多维联动策略模式，以期解决安徽卫视剧多、剧杂、剧乏方面的问题，为安徽卫视下一步的品牌成长提供策略指导。

This paper is an empirical study which use quantitative research as a breakthrough and combined with qualitative research.Through reviewing the data of 2009 Provincial Satellite TV viewing situation, the paper point out the current problem of Anhui Satellite TV positioning in the implementation, then provide empirical support for its 2010 brand transition. Combined with the eye competition in television viewing market and the new market background of SARFT orders 61, the paper propose a Multi-dimensional linkage strategy pattern, including television production, advertising sales, time scheduling models, to resolve the problem of Anhui Satellite TV drama, which show excessive, mixed and tasteless and provide strategic guidance for the next step in brand development of Anhui Satellite TV.