中国移动手机视频增值业务运营策略研究

发布时间：2018-06-15 00:49

本文选题：手机视频 + 手机多媒体　；参考：《北京邮电大学》2012年硕士论文

【摘要】：手机视频业务区别于手机电视(手持电视),是一种基于移动通讯网络,通过具备数据接收、编码、解析、播放功能的移动终端,向网络覆盖下的广大用户提供视频点播、直播服务。根据手机视频的互动性、整合性、可定制性等业务特点,可以将该业务进行多种维度的分类,从内容类型的分类在业内尤为盛行,内容涵盖影视、娱乐、原创、军事、体育、搞笑、时尚生活等频道。但是,手机视频业务目前的市场规模还没有达到行业预期水平,其未来的发展潜力仍受制于商业模式、行业管制、技术应用和营销推广四大关键要素。中国移动的移动数据业务运作品牌是移动梦网,通过整合视频产业链上游各合作伙伴的核心资源,融合合理的分工运作模式和收益共担的商业模式,目前把手机视频业务市场发展成长为一个逐步走向成熟的增值业务品牌,但是其面临的发展瓶颈问题也显现了出来。本文先从手机视频产业的现实环境入手,对欧美、日韩发达国家的新媒体产业发展状况进行对比分析和经验总结,结合手机视频行业的外部环境、内部环境和产业价值链关系,并结合用户需求模型的相关理论,揭示出用户接收与技术扩散模式的可行性。论证采用战略管理、管理经济学和营销管理学相关理论,剖析手机视频在当前背景下的挑战以及对应的问题解决策略,为中国移动手机视频业务后续运营工作的开展提供一定的决策参考。
[Abstract]:Mobile video service is different from mobile TV (handheld TV, is based on mobile communication network, through the data receiving, coding, parsing, playback function of mobile terminals, to the vast number of users covered by the network video on demand. Live service. According to the interactive, integrated, customizable and other business characteristics of mobile video, the business can be classified in a variety of dimensions, especially from the classification of content types, which covers film and television, entertainment, originality, military, sports, etc. Funny, fashion life, etc. However, the current market size of mobile video service has not reached the industry expected level, and its future development potential is still limited by four key elements: business model, industry regulation, technology application and marketing promotion. China Mobile mobile data operation brand is a mobile dream network, through the integration of the video industry chain upstream partners' core resources, the integration of a reasonable division of labor operation model and revenue sharing business model, At present, the mobile video business market has grown into a mature value-added business brand, but its development bottleneck has also emerged. This paper begins with the real environment of mobile video industry, compares and summarizes the development of new media industry in Europe, America, Japan and Korea, and combines the external environment, internal environment and industrial value chain relationship of mobile video industry. Combined with the theory of user demand model, the feasibility of user receiving and technology diffusion model is revealed. Using the theories of strategic management, management economics and marketing management, the paper analyzes the challenges of mobile video in the current background and the corresponding problem-solving strategies. It provides some decision-making reference for the following operation of mobile phone video service in China.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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