电视业正从“节目”时代、“栏目”时代向“频道”时代迈进。电视买方市场的形成和扩大,频道数目爆炸式的增长,内外环境的剧烈变化,使得电视机构为适应变幻的市场不断调整运作方向。电视频道若想在白热化的市场竞争中生存、站稳、发展,就必须走品牌化建设的道路。研判并明晰竞争态势与竞争格局,有助于激发紧迫感与危机感,并有的放矢地制定竞争对策,在未来的省级卫视竞争中,赢得较高的收视份额和广告创收业绩。 The television industry is moving from the age of “program ” era, “section ” era to “channel ” era. The formation and expansion of the TV buyer’s market, the explosive growth in the number of channels, and the drastic changes in the internal and external environments have made television organizations constantly adjust their operation direction to adapt to the changing market. If the TV channel wants to survive, stand firm and develop in the intense market competition, it must take the road of branding. Judging and clarifying the competitive landscape and the competitive landscape will help to stimulate a sense of urgency and crisis and set a definite target for establishing a competition strategy so as to win a higher share of viewing share and revenue generated from advertising in the future provincial satellite TV competition.