上个世纪90年代至今,中国传媒开始企业化经营后,竞争愈来愈激烈。有学者指出,中国传媒已经进入了营销经济时代。①市场营销的核心,就在比竞争对手更好地满足顾客(消费者)需求,对于一般商业性企业如此,传媒也不例外。如何在竞争中夺得优势?波特在80年代谈到竞争力时,强调产品的优势在于其全部或特定市场上能够做到具有独特性或低成本。如今,则非常强调独特性或达到差异化,这就有赖于公司或企业采取突破性、创新性的策略。因 Since the 90s of last century, the media has started its business operation more and more, with increasingly fierce competition. Some scholars pointed out that the Chinese media has entered the marketing economy era. ① The core of marketing is to satisfy the needs of customers (consumers) better than its competitors. For the general commercial enterprises, the media is no exception. How to Win the Competition? When Porter talked about competitiveness in the 1980s, he emphasized that the strength of the product was its uniqueness or low cost in all or a specific market. Nowadays, the emphasis on uniqueness or differentiation is strongly depended on the company’s or business’s adoption of groundbreaking and innovative strategies. because