论文部分内容阅读
2006新春伊始,央视荧屏就格外火爆,各种新春特别节目创下了一个又一个收视高峰。与此同时,央视06年各种项目的广告销售情况也非常火爆, 出现了供不应求的态势。中央电视台广告经营所创造的良好成绩与央视的“频道品牌化”战略和广告部工作的推进是分不开的。在“频道品牌化”发展战略的推动下,央视各频道发展如火如荼,收视份额与影响力与日俱增。2005年全年平均市场份额达到35．54％,比 2004年提高了近两个百分点。此外,央视广告部也针对企业需求制定了一系列科学营销策略, 完善了客户服务质量,提高了企业的广告传播效果。2006年开年,央视广告部更是大力推进了与企业的沟通和合作,广告销售的良好形势, 其实是情理之中的事。
At the beginning of the spring of 2006, the CCTV screen was particularly hot. Various special programs for the Spring Festival set a new peak of ratings one after another. In the meantime, CCTV’s advertising sales of various projects in 2006 are also very hot, with a situation in short supply. The good achievements created by the CCTV advertising business are inseparable from the CCTV’s “channel branding” strategy and the promotion of the advertising department. In the “channel brand” development strategy, driven by the development of CCTV channels in full swing, the share of viewers and increasing influence. The average market share in 2005 reached 35.54%, an increase of nearly two percentage points over 2004. In addition, CCTV Advertising Department also formulated a series of scientific marketing strategies for business needs, improved the quality of customer service, and improved the effectiveness of corporate advertising. In the opening year of 2006, CCTV Advertising Department vigorously promoted the communication and cooperation with enterprises and the good situation of advertisement sales. In fact, it is a matter of reason.