伴随着我国广播电视产业的发展和专业频道的大量涌现,专业频道的市场化经营与运作已成为一个值得研究的课题,它在很大程度上决定着频道的生命力。笔者就从其市场运作的几个环节,即基础投入、收视群、节目呈现、流通与管理、营销与收益五个方面来对此做一简单探讨,供理论和实际工作者参考。 With the development of China’s radio and television industry and the emergence of a large number of professional channels, the market-oriented operation and operation of professional channels have become a topic worthy of study, which largely determines the vitality of the channel. The author from several aspects of the operation of the market, that is, basic input, viewing group, program presentation, circulation and management, marketing and revenue to do a simple discussion of this for reference for the theoretical and practical workers.