“台网联动”的模式与联动战略

The Mode of "Linkage between the TV Station and Network" and the Linkage Strategy

"台网联动"是指电视台和传输网络的合作与联合行动。"台网联动"对合作双方而言,是资源互补型的合作,是能够降低营销成本、提高营销效果的合作。但这种合作需要建立在双方的营销重心一致、覆盖区域相近的基础上。"强强联合"是全国卫视应该优先选择的联动战略,而区域电视台则应因地制宜,基于自己的地缘优势,选择适合自己的联动伙伴和发展方向。

The ＂linkage between the TV station and network＂ refers to the cooperation and joint action between the TV station and the transmission network. For the two sides of the ＂linkage between the TV station and network＂, the cooperation is collaboration on the complementary resources and is useful to reduce marketing costs, improve the effectiveness of marketing cooperation. But this cooperation is on the basis of the same marketing focus and similar consistent coverage area. The national TV should select the linkage strategy mode of ＂Powerful combination＂, while the regional television stations should suit their measures to local conditions, and choose a suitable linkage partners and development directionon the basis of their geographic advantages.