本文選題：產(chǎn)品競(jìng)爭(zhēng)　切入點(diǎn)：同質(zhì)化　出處：《產(chǎn)業(yè)經(jīng)濟(jì)研究》2017年05期

【摘要】：在激烈的市場(chǎng)競(jìng)爭(zhēng)中,企業(yè)選擇同質(zhì)化跟隨還是差異化突圍,是其產(chǎn)品戰(zhàn)略的核心問(wèn)題。利用國(guó)內(nèi)三家省級(jí)衛(wèi)視的節(jié)目數(shù)據(jù),以播出時(shí)長(zhǎng)來(lái)刻畫(huà)產(chǎn)品競(jìng)爭(zhēng)中的橫向差異,基于面板數(shù)據(jù)的聯(lián)立方程組模型進(jìn)行實(shí)證研究發(fā)現(xiàn),湖南、江蘇和北京三家衛(wèi)視在產(chǎn)品競(jìng)爭(zhēng)中存在顯著的差異化互動(dòng)策略行為特征;再根據(jù)播出時(shí)長(zhǎng)比重劃分出各家衛(wèi)視的主打節(jié)目類型樣本,發(fā)現(xiàn)其差異化程度有所擴(kuò)大。進(jìn)一步地,以整個(gè)市場(chǎng)中各類節(jié)目在兩個(gè)期間的播出時(shí)長(zhǎng)變化來(lái)測(cè)度節(jié)目的流行程度,并探討衛(wèi)視追隨市場(chǎng)"潮流"的回報(bào),結(jié)果顯示,追隨"潮流"對(duì)于各家衛(wèi)視收視率有顯著的正向作用,但這種影響在主打節(jié)目的子樣本中出現(xiàn)分化,其中作為領(lǐng)先者的湖南衛(wèi)視獲益擴(kuò)大,處于中間的江蘇衛(wèi)視回報(bào)變化不顯著。
[Abstract]:In the fierce market competition, the core problem of the product strategy is whether the enterprises choose homogenization to follow or the difference to break out. Using the program data of three provincial satellite TV stations in China to depict the horizontal differences in the product competition by using the program data of the three provincial TV stations. The empirical research based on the panel data model of simultaneous equations found that Hunan Jiangsu and Beijing three satellite TV stations in the product competition has significant behavioral characteristics of differentiated interaction strategy; Then, according to the long proportion of broadcast time, the samples of main hit programs of various TV stations are divided, and it is found that the degree of differentiation has been expanded. Furthermore, the popularity of programs is measured by the long changes of broadcast hours of all kinds of programs in the whole market during the two periods. The results show that following the trend has a significant positive effect on the ratings of each TV station, but this effect is differentiated in the subsample of the main TV program. Hunan Satellite TV, as a leader, has expanded its benefits, while Jiangsu Satellite TV in the middle has no significant change in return.
【作者單位】： 四川大學(xué)經(jīng)濟(jì)學(xué)院;中山大學(xué)嶺南學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目(71773147) 廣東省普通高校創(chuàng)新團(tuán)隊(duì)項(xiàng)目(2016WCXT001) 四川大學(xué)中央高�；究蒲袠I(yè)務(wù)費(fèi)研究專項(xiàng)項(xiàng)目(skq201717)
【分類號(hào)】：F273.2;G229.2
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本文編號(hào)：1692016