湖南卫视的差异化定位战略

摘要

With the rapid process of marketalization, media competition in China has become fierce. In this connection, media enterprises have to innovate continuously in light of the competition to acquire a market share. As the innovation must be centered on channel posi-tioning, provincial satellite TV stations need to define a differential positioning exactly so as to lead in the homogenous competition. Market segmenting is a differential positioning strategy of Hunan Satellite TV, which focuses on youth and entertainment. The station also created brand programs, introduced programs of foreign copyright, forged new-type programs and innovate the original brand programs continu-ously. By doing so, Hunan Satellite TV has achieved great success in the media competition.%随着市场化进程的加快，我国媒体竞争开始趋向白热化，要想在市场中分一杯羹，就需要媒体在竞争中不断创新。创新要围绕频道的定位来进行，省级卫视要想在同质化竞争中拔得头筹，就必须进行精确的差异化定位。湖南卫视差异化定位的细分市场战略是分别在年龄层和内容的中心将频道明确定位在“年轻”和“娱乐”上；同时创建了品牌栏目，并引进国外版权节目，打造新型节目，不断创新原有品牌节目，从而促使湖南卫视在媒体竞争中获得了极大的成功。