试论“TOWS矩阵”在大型电视活动营销中的应用  

On the Application of TOWS MATRIX During the Large-scale TV Event Marketing

作　　者：卢文浩[1] 袁皓[1] 

机构地区：[1]中央财经大学会计学院,北京100081

出　　处：《技术与创新管理》2008年第2期149-152,167,共5页Technology and Innovation Management

摘　　要：随着"超级女声"的成功,越来越多的企业开始认可大型电视活动这一营销模式。这对于电视台来说,既是机遇也是挑战,如何在众多同质的大型电视活动营销中,走出一条既控制风险又创造利润的新的营销模式值得分析与探讨,采用"TOW S矩阵"对香港华娱卫视营销战略成功的关键进行了详尽的实证分析,将战略管理思想引入电视产业的营销。With the success of Super Voices of Girl, more and more enterprises begin to recognize the method of marketing through the large-scale TV event. It＇s an opportunity as well as a challenge for TV stations. It is worthwhile to sutdy how to innovate a way of the large-scale TV event marketing to not only control the risk but also create the profit. This essay applies the TOWS MATRIX to CETV＇s stratagem of marketing to analyze the key to the success, and introduces the idea of strategic management into the marketing of TV industry.

关 键 词：大型电视活动营销 TOWS矩阵 战略管理 

分 类 号：G219.25[文化科学—新闻学] G229.24