基于服务价值实现模型的天威视讯发展战略研究

发布时间：2018-01-12 19:36

本文关键词：基于服务价值实现模型的天威视讯发展战略研究　出处：《北京交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：有线电视数字化改革给电视网络运营商带来了挑战,也带来了机遇。有线电视数字化整体转换前,有线电视网络运营商处于一个相对封闭的市场环境中,受到政策方面的保护,电视服务质量不是公众关注的焦点；有线电视数字化整体转换后,有线电视网络运营商所处的环境日趋开放,一些强有力的竞争对手逐渐获得经营电视业务的许可,竞争压力增大,数字电视服务提至公众关注的焦点。本文的主要研究内容为通过对国内和深圳有线数字电视现状及宏观环境进行阐述,对天威视讯的外部环境和内部条件进行分析,结合服务价值实现模型,对天威视讯数字电视业务和宽带业务进行深入研究,制定总体和细分发展战略,并辅以战略实施与控制的相应举措,并希望对国内同行业的有线电视网络运营商的战略制定及实施提供相关经验借鉴。本文将天威视讯整体发展战略制定如下：在现有网络的基础之上进行网络改造；新增业务的基础是天威视讯拥有的技术能力与网络资源；新的细分业务是以前业务的发展,均属天威视讯主营业务范畴；在原有基础上发展壮大客户资源；经营管理体系改善需要在现有的管理体系基础上进行。在制定了天威视讯整体发展战略及分业务战略(有限数字电视业务战略、宽带业务战略)之后,从技术开发与创新、客户价值管理、组织结构调整、整合营销战略、数字电视业务实施、宽带业务实施等方面进行了战略实施及控制保障,保证战略制定之后能够顺利实施。
[Abstract]:The reform of CATV digitization brings both challenges and opportunities to the TV network operators. Before the whole conversion of CATV digitization, CATV network operators are in a relatively closed market environment. Under the protection of policy, the quality of television service is not the focus of public attention; After the whole conversion of CATV digitization, the environment of CATV network operators is becoming more and more open, some powerful competitors gradually get permission to operate TV business, and the competition pressure increases. Digital TV service is brought to the attention of the public. The main research content of this paper is to analyze the external environment and internal conditions of Tianwei video by expounding the current situation and macro environment of domestic and Shenzhen cable digital TV and combining the service value realization model. To carry on the thorough research to the Tianwei video message digital television service and the broadband service, to formulate the overall and the subdivision development strategy, and to complement with the strategy implementation and the control corresponding measure. It also hopes to provide relevant experience for domestic CATV network operators. In this paper, the overall development strategy of Tianwei video message is as follows: on the basis of the existing network, the network transformation; The new business is based on the technical capability and network resources of Tianwei Video. The new subdivision business is the development of the previous business, are the main business areas of Tianwei Video; Based on the original development of customer resources; The improvement of the management system needs to be carried out on the basis of the existing management system. After making the overall development strategy and sub-business strategy (limited digital television service strategy, broadband service strategy), from the technology development and innovation, customer value management, organizational structure adjustment. Integrated marketing strategy, digital TV service implementation, broadband service implementation and other aspects of the strategic implementation and control to ensure the smooth implementation of the strategy after the formulation.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;G229.2

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