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定位策略是媒体战略竞争的有效手段媒体产业化、市场化的核心,就是通过一定的机制,用市场手段达到媒体资源的合理配置。对单个媒体来讲,资源总是相对稀缺的。而且,随着竞争的加剧,频道数量的增加,资源的稀缺性将更加明显。在这种情况下,以聚焦优势、舍弃劣势为特点的定位策略,则成为战略竞争的利器,媒体成功的法宝。在电视行业中,定位策略也得到了不同程度的运用。1994年山东卫视上星后,率先提出“省级价格,全国传播”,从此拉开省级卫视进军全国市场的帷幕。在“上兵伐谋”的世纪之交,安徽卫视定位“电视剧的大卖场”,湖南卫视想要“快乐中国”,江苏卫视则欲“情感天下”,广西卫
Positioning strategy is an effective means of media strategic competition Media industry, the core of the market is through a certain mechanism, using market means to achieve the rational allocation of media resources. For a single media, resources are always relatively scarce. Moreover, as the competition intensifies and the number of channels increases, the scarcity of resources will become even more apparent. Under such circumstances, positioning strategy featuring focusing on strengths and discarding inferiorities has become a weapon in strategic competition and a magic weapon for media success. In the television industry, positioning strategy has also been used to varying degrees. After starring Shandong Satellite TV in 1994, it first proposed “provincial price and nationwide dissemination”, and started the curtain of provincial satellite TV into the national market. At the turn of the century, “Anhui Province, China Satellite TV” wants to be “Happy China,” while Jiangsu Satellite TV wants “the world of emotions.” Guangxi Satellite TV