摘要/Abstract

在自制剧蓬勃发展的电视剧战场，山东卫视凭借一系列优质而带有浓厚山东味道的自制剧火爆电视银屏，收视率一路高升。山东卫视之所以能在割据混战的电视剧战场稳步前行，以传承传统文化精神为内容定位、以满足受众需求为根本出发点、以多元营销方式为手段，这三者结合成为其成功突围的重要保障。

In booming homemade play drama battlefield, shandong TV relies on a series of high quality and with a strong flavor of homemade hot TV screen, in shandong ratings high all the way. Shandong TV can steadily in heshuo melee drama battlefield, for content in the spirit of inheriting the traditional culture orientation, in order to satisfy the demands of the audience as the basic starting point, by means of multiple marketing methods, this combination has become an important guarantee to break its success.