2019 年是中国电视广告诞生第 40 个年头。电视作为大众文化娱乐消费的重要媒 介和渠道，生产、播出节目的发展过程经历了从早期进行纯艺术创作，到后来大量商 业广告元素介入，近年来甚至一度因为综艺选秀节目同质化倾向严重、电视剧中插硬 广告过分冗长等问题层出不穷，诱发国家广电总局出台相应的政策监管，电视市场一 度受挫。当前科技手段不断革新升级，媒体融合趋势的增强，移动端为代表的新媒体 加速壮大，使得传统电视媒体的市场份额不断收缩，生存空间被严重挤压。作为电视 媒体的主要经济收入来源，广告创收的高低是考核其商业化运营是否成功的晴雨计， 优化和改善电视广告的营销策略无疑是个重要且艰巨的课题。 中国电视市场诸多频道里，目前仍然具备增长空间和潜质的主要集中在央视频道 组以及以江苏、北京、浙江、东方、湖南这五个省级卫视组成的一线卫视频道组。技 术变革、产业升级随之而来对受众（消费者）的收视习惯，以及广告主的电视预算分 配也产生了深远影响。本文以一线卫视阵营的 D 卫视为例，研究并探讨其广告营销 的优化策略。依托双边市场理论，剖析和论述了电视广告营销策略中作为双边对象的 受众（消费者）以及广告主的行为特征，及两者内在的相互影响关系；研究媒体环境 不断变幻中，用户和广告主行为习惯产生的作用；根据 D 卫视所面临的竞争环境和 存在的营销问题，为其制定出能适应当下科技发展潮流，切实有效的优化方案，以达 到广告营销策略整体提升优化的目标。作为国内省级卫视一线阵营的成员，D 卫视广 告营销策略的优化研究不仅是在深刻剖析、解决其自身平台遇到的瓶颈，也可以为国 内其他电视频道的广告经营提供借鉴和思路，共同探索传统媒介的求生之路。此外， 本文的研究也为双边市场理论的商业运用场景提供了一个检验的范本和参考依据，是 理论与实践的完整结合体。 关键词，卫视广告；营销策略；双边市场理论III Abstract The year 2019 is the 40th anniversary for Chinese TV advertising business.TV is a vital media and channel for people to get entertainment. Our TV Station has experienced a long journey from art creation focusing to commercial chasing, and even get government instructions involved. Thanks to technological revolution, we are now in the era of media integration. Competition before was never fierce like this time. As the major source of its economic resource, optimization of advertising marketing is quite a tough issue. Among Chinese TV channels, it is CCTV and Tier-1 Satellite TV stations that still remain promising in terms of profitability. Revolution has made great impact on both audience behavior, as well as TV advertising budget allocation. This thesis is based on DTV`s advertising marketing strategies, with demonstration under Two-Sided Market Theory. The goal for writing this thesis is to find out the optimum proposal for DTV and provide a sample for other TV media. As a member of Tier-1 Satellite TV station throughout the state, DTV has a lot of issues which might be in common with its “peers”. Under this digital time, this thesis is trying to find a way out, meanwhile providing a solid sample to verify the effectiveness of fully understanding and making good use of Two-Sided Market Theory. Keywords，Satellite TV Ads; Marketing Strategies; Two-Sided Market Theory目录 致谢................................................................................................................................... I 摘要..................................................................................................................................II Abstract ...........................................................................................................................III 第 1 章 绪论.....................................................................................................................1 1.1 研究背景 .............................................................................................................1 1.1.1 电视媒体发展回顾与现状..........................................................................1 1.1.2 省级卫视广告营销现状..............................................................................2 1.2 研究对象 .............................................................................................................3 1.3 研究意义 .............................................................................................................3 1.3.1 理论意义.....................................................................................................3 1.3.2 实践意义.....................................................................................................4 1.4 国内外电视广告研究现状 ...................................................................................4 1.4.1 媒体发展趋势综述 .....................................................................................4 1.4.2 国外电视广告研究现状..............................................................................5 1.4.3 国内电视广告研究现状..............................................................................9 1.4.4 电视广告营销面临的挑战........................................................................13 1.5 研究内容与研究方法 ........................................................................................13 1.5.1 研究内容...................................................................................................13 1.5.2 研究思路与方法 .......................................................................................14 1.6 本文创新点........................................................................................................15 第 2 章 双边市场理论相关研究 ....................................................................................16 2.1 双边市场理论....................................................................................................16 2.1.1 双边市场理论的概念与特性 ....................................................................16 2.1.2 双边市场理论的现实价值........................................................................17 2.2 电视广告营销适用的双边市场理论 ..................................................................18 2.2.1 电视媒体的平台角色................................................................................19 2.2.2 受众（消费者）的角色............................................................................202.2.3 广告主的角色 ...........................................................................................21 2.3 本章小结 ...........................................................................................................23 第 3 章 D 卫视外部环境分析 ........................................................................................24 3.1 D 卫视平台简介.................................................................................................24 3.1.1D 卫视受众定位 ........................................................................................24 3.1.2D 卫视广告主定位 ....................................................................................25 3.2 媒体融合环境下的产业变革.............................................................................26 3.2.1 受众的行为变革 .......................................................................................26 3.2.2 广告主受到的政策变革............................................................................27 3.3 D 卫视广告业务生存环境概述..........................................................................28 3.3.1 供应商议价能力 .......................................................................................29 3.3.2 客户议价能力 ...........................................................................................30 3.3.3 替代品的威胁 ...........................................................................................30 3.3.4 新进者的威胁 ...........................................................................................31 3.3.5 同行业内现有的竞争................................................................................31 3.4 D 卫视主要竞争对手分析..................................................................................32 3.4.1 湖南卫视...................................................................................................32 3.4.2 北京卫视...................................................................................................33 3.5 本章小结 ...........................................................................................................34 第 4 章 D 卫视广告营销现状 ........................................................................................35 4.1 D 卫视广告营销部门概况..................................................................................35 4.1.1 营销部门简介 ...........................................................................................37 4.1.2 内部组织架构 ...........................................................................................37 4.1.3 主营业务介绍 ...........................................................................................38 4.2 D 卫视广告营销现状 .........................................................................................38 4.2.1 受众收视现状 ...........................................................................................39 4.2.2 广告营销现状 ...........................................................................................40 4.3 D 卫视广告营销问题的发现与解析 ..................................................................454.3.1D 卫视广告营销的问题发现 .....................................................................45 4.3.2 平台的问题解析 .......................................................................................47 4.3.3 受众的问题解析 .......................................................................................47 4.3.4 广告主的问题解析 ...................................................................................48 4.4 本章小结 ...........................................................................................................49 第 5 章 基于双边市场理论的 D 卫视广告营销优化策略制定 .....................................50 5.1 提升平台营销团队竞争力的策略制定 .............................................................50 5.2 提升受众关注度的策略制定.............................................................................51 5.2.1 受众定位重塑 ...........................................................................................52 5.2.2 受众收视效果优化策略............................................................................53 5.3 增强广告主对平台粘性的策略制定 .................................................................55 5.3.1 广告主定位重塑 .......................................................................................56 5.3.2 广告产品优化策略 ...................................................................................56 5.4 本章小结 ............................................................................................................59 第 6 章 D 卫视广告营销策略优化的实施保障 .............................................................60 6.1 营销策略的优化实施 ........................................................................................60 6.2 优化策略的实施保障 ........................................................................................61 6.2.1 人力的保障...............................................................................................61 6.2.2 资金的保障...............................................................................................61 6.2.3 制度的保障...............................................................................................62 6.3 本章小结 ............................................................................................................62 第 7 章 结论与展望........................................................................................................63 7.1 结论 ...................................................................................................................63 7.2 展望 ...................................................................................................................64