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首页> 外文期刊>International Journal on Media Management >Find Your Niches: A Guide for Managing Intermedia Effects Among Content Distribution Channels
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Find Your Niches: A Guide for Managing Intermedia Effects Among Content Distribution Channels

机译：寻找合适的位置：管理内容分发渠道之间的中间效果的指南

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Content providers such as movie studios that embrace the Internet as an additional distribution channel are encountering the issue of measuring and managing intermedia effects. In multichannel distribution arrangements, content owners and distributors must know whether channels will cannibalize or complement one another and the circumstances under which such behavior will occur. With this knowledge, content providers can depart from merely describing cross-media effects and move toward managing cross-media. The authors present a five-step guide for measuring and managing cross-media effects on media content in multichannel distribution environments. The analytical framework builds on the ecological theory of the niche, which states that the intensity of intermedia competition depends on the degree of differentiation among channels. This framework is the first attempt to combine niche theory with conjoint analysis to develop a method of data collection and analysis. The use of the five-step guide is demonstrated with preference data from a quantitative survey of 552 potential consumers of digital movies.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/14241277.2012.706763
机译：像电影制片厂这样的将互联网作为附加发行渠道的内容提供商正在遇到衡量和管理中间效果的问题。在多渠道分发安排中，内容所有者和分发者必须知道渠道是否会相互蚕食或相辅相成，以及在何种情况下会发生这种行为。有了这些知识，内容提供者可以摆脱仅描述跨媒体效果的局限，而转向管理跨媒体。作者提出了一个五步指南，用于测量和管理跨媒体对多渠道分发环境中的媒体内容的影响。分析框架建立在生态位生态学理论的基础之上，生态学理论认为，中介竞争的强度取决于渠道之间的差异程度。该框架是将利基理论与联合分析相结合以开发数据收集和分析方法的首次尝试。通过对552个数字电影潜在消费者的定量调查中的偏好数据，演示了使用这五个步骤的指南。查看全文下载全文相关的变量add add_id twitter，technorati，美味，linkedin，facebook，stumbleupon，digg，google，更多“，发布：” ra-4dff56cd6bb1830b“};添加到候选列表链接永久链接http://dx.doi.org/10.1080/14241277.2012.706763

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