央视少儿频道的媒介营销策略分析

Analysis of Medium Marketing Strategy of CCTV Children's Channel

央视少儿频道基于其受众的特殊性,采取"受众接收"、"受众参与"的媒介营销策略,产生了良好的营销效果,受众在节目中的参与度较高,节目和商品"联动"的营销模式也正成为媒介营销发展的主要策略之一。作为公益频道,央视少儿频道今后应以社会效益为主,兼顾经济效益和社会效益的平衡,避免媒介营销庸俗化。

Because of the distinctiveness of its audience, CCTV Children＇ s Channel adopt audlence-receiving and audience-participation medium marketing mode and got the good marketing result. The audience actively participates in the program. The program, linked with goods marketing mode, is becoming one of the main strategy of medium marketing development. Being the public welfare channel, CCTV Children＇ s Channel should focus on social benefits and balance economy benefits with social benefits and avoid medium marketing vulgarization.