中文摘要：

在激烈的市场竞争中,企业选择同质化跟随还是差异化突围,是其产品战略的核心问题。利用国内三家省级卫视的节目数据,以播出时长来刻画产品竞争中的横向差异,基于面板数据的联立方程组模型进行实证研究发现,湖南、江苏和北京三家卫视在产品竞争中存在显著的差异化互动策略行为特征;再根据播出时长比重划分出各家卫视的主打节目类型样本,发现其差异化程度有所扩大。进一步地,以整个市场中各类节目在两个期间的播出时长变化来测度节目的流行程度,并探讨卫视追随市场＂潮流＂的回报,结果显示,追随＂潮流＂对于各家卫视收视率有显著的正向作用,但这种影响在主打节目的子样本中出现分化,其中作为领先者的湖南卫视获益扩大,处于中间的江苏卫视回报变化不显著。

英文摘要：

To imitate,or to differentiate,that is a paramount consideration for enterprises faced with strong competition.This paper employs the simultaneous-equations model based on panel data of three domestic provincial satellite TVs,to make an empirical research on the program competition strategies,with broadcast time to describe the horizontal differentiation of product competition. The results show that there are obvious differentiation strategic interaction among Hunan,Jiangsu and Beijing satellite TVs. In the subsample of main TV programs according to the broadcasting proportions,the degree of differentiation extends. Furthermore,the paper uses the change of the broadcasting length of various program types during two periods to identify the popularity of program types,and examines the return of the satellite TVs to follow the market trend. The results show that following the market trend has a positive significant effect on audience rating for all three satellite TVs. But this effect differs in the subsamples of main programs： Hunan satellite TV,as the leader,harvests most while Jiangsu satellite TV,which is in the middle position,reaps no significant benefits.