[Graphic] share of the competitive era of satellite TV Breakthrough (middle)
Share of the competitive era of satellite television breakthrough (on)
2, dominant share, competitive landscape of the "invisible hand"?? Matthew
Enter share competitive stage, the market appears strong and weak differentiation of the two camps, over time, this division will continue to accelerate technology in the process, "the strong stronger and the weak weaker," the "Matthew Effect" fully demonstrated the law of the case in the business world, the increasingly market-oriented operation of television media will be the case.
1, understanding the "Matthew Effect"
"Matthew Effect" story from "the New Testament? Gospel of Matthew," 60 years of the 20th century, the famous social scientist Robert? Morton for the first time the "poor getting poorer and the rich richer" phenomenon summed up as "Matthew Effect", it reflects the society of the existence of the "winner takes all" in common. "Matthew Effect" is the impact of the development of a very important business laws, it tells us that, in order to maintain the edge in one area, we must rapidly expand in this area, that is, when you become a leader in the field, the Even if the same rate of return, you can easily get more than their counterparts in small gains.
"Matthew Effect" is everywhere, the following form "Matthew" 7 reasons recognized as theorists, to understand the reasons for the 7 operation of our media have a lot of inspiration:
First, the scale effect. Scale is the most attractive part of the market economy, market competition and the final game result will be " " so that the increasing scale of successful enterprises, and finally form a "monopoly" enterprises, it is Matthew to highlight the main; second gear effect. The reason is simple, the development of large enterprises do not already, a small business development will be far behind; the third, leading effect. "One step ahead step by step leading" winner takes all the key preconceptions, to gain an advantage is half the mean, as the early competitive barriers to entry are very low, with the competition, then competitors to enter the cost of acquiring new customers costs become very high. Fourth, the resource advantages. Matthew resources form the core of the inner driving force to promote the Matthew Effect, has more resources to reduce costs, increase profitability, the competition to gain more advantage, and enhance ability to resist risks; fifth, together effect. The more enterprises with good momentum of development, finance, human resources, and policies, the more it together to form a virtuous circle; sixth, locking effect. Successful enterprises have an advantage in the market share, people formed their consumption habits, less advanced companies are therefore very easy to characteristics of its technology or products to become industry standards, so that competitors can not change this state; seventh, halo effect . Psychology of the "halo effect" is the expression of this: When a person has a good image of what other people think, he will be overshadowed by a special aura, giving his other outstanding qualities. Halo effect to increase people's awareness of the unknown credibility and persuasive power to make people understand things in regard to "the better good, bad worse" effect, it is also a major factor in the formation of another Matthew.
"Matthew Effect" tells us that the attention of the market economy is the economy, people are more likely to focus on a few market-leading people, and therefore decided that the phenomenon of winner-take-most important issue is the focus of resources on the degree of possession.
2. Viewership market "two-Yu effect" under the "Matthew Effect"
With the "Matthew Effect" is similar to a foreign audience research suggests the famous conclusion: "Two-Yu effect", that is, high ratings of the programs (channels) not only have more audience, but also with the low ratings programs (channels) compared to those viewers also have both high fidelity. "Two-Yu effect" indicates the emergence of competitive era of viewing share, which drive the market structure changes to the 20/80 rule, which is 20% of the channel will occupy 80% of the viewing share of the 20% of the channel is what we call the "strong media. " "Two-Yu effect" is the "Matthew Effect" in the TV ratings reflect the real market, the result will inevitably lead to strong being stronger and the weak weaker.
view from our TV viewing market, the national channel pattern is being formed, the "double fear effect" began to appear
National channels CTR concept proposed in 2003, according to industry standards, national channels with the households over 70% viewing share of over 1% of the successful three necessary conditions for establishing a national brand, the households decide ratings, brand lift ratings, audience share, so as to measure whether they have a national spread of satellite television channels important indicator of value.
According to CTR, so if the 1% of the viewing share of the national channels if barriers to entry, including the various channels, including CCTV, the country in 2003 only 11 channels share more than 1%, only the Hunan Provincial Satellite TV, Anhui Satellite TV, Shandong Satellite TV and Beijing TV channel 4 into the ranks of national standards; in 2004, there are 11 channels over 1% share of the provincial TV in Hunan, Anhui, Beijing, Shandong, Shanghai share above 1% ( Shanghai Dragon TV, which barely reached 1%), Hunan Provincial Satellite TV in the "thriving", but with CCTV, six sets, eight sets of gap is still large compared to the provincial share of TV is still a lack of "monopoly "Channel, the following table:
2003 and 2004 cities nationwide audience share of the top 10 provincial TV
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