媒介生态位视角下的我国电视与网络视频行业竞争分析——基于收入维度的实证分析

Competition Between the TV and Network Video Industry in China—Based on the Empirical Analysis of Revenue Dimension

2013-2017年,在争夺收入资源方面,电视行业占有较大的竞争优势,但网络视频行业的市场竞争优势也在不断增加。电视占有较大竞争优势的成因主要有:市场成熟度不同、受众规模相差较大、规制制约差异、受众消费习惯差异等。网络视频竞争优势扩大的成因主要是:错位竞争、内容生态位优势、广告的精准投放等。电视和网络视频只有各自利用好自身的生态位优势,才能在复杂的媒介竞争中得到更好的发展。

Media niche is an important concept in media ecology.From 2013 to 2017,amid the competition for revenue resources,the TV industry has a greater competitive advantage,but the competitive advantage of the network video industry is also increasing.The main reasons for TV’s great competitive advantage are as follows:variety in market maturity,audience size difference,regulatory restriction differences,differences in consumer habits of audience,etc.The main reasons for the increase of the competitive advantage of network video are as follows:dislocation competition,content niche advantage,accurate placement of advertisements etc.Only by making good use of their niche advantages can TV and network video develop better in the complex media competition.