青岛有线基于传统收视业务的增值发展研究
发布时间：2018-07-17 06:12
【摘要】：2015年,两会的召开再次将信息化建设提到重要战略位置,凸显信息化在增强国家综合实力、维护国家安全等方面的关键作用。有线电视网络是国家实施信息化的重要基础设施,增值业务的发展也将成为未来竞争的焦点,2010年国家提出三网融合战略,成为国家应对国际金融危机、推动信息化建设的重要部署,三网融合战略的实施为有线的发展提供了前所未有的政策及技术支撑,使有线增值业务取得了突破性进展。但是,随着网络电视(以下简称OTT TV),交互式网络电视(以下简称IPTV)等新兴终端的兴起,有线市场遭到冲击,增值业务发展受到威胁。在此背景下,如何利用现存的政策优势,顺应“互联网+”趋势实现技术突破,取得增值业务的跨越式发展,成为困扰有线电视行业的重大课题。本文在研究国内外文献基础上,对文章整体框架进行合理安排,对涉及的相关资料、文献进行详细准备。首先,进行增值业务理论概述,分析增值业务起源、发展,简单概括我国有线增值业务类型；其次,借鉴国内主要有线标杆企业发展思路、战略基础,选择北京歌华有线电视网络股份有限公司(以下简称歌华有线)、深圳市天威视讯股份有限公司(以下简称天威视讯、)两家标杆企业进行分析,通过对产品制定、组织机构、网络平台建设、核心产品打造、营销模式创新等方面进行实证分析,对比青岛有线发展情况,分析青岛有线存在的问题；在分析同行业发展现状基础上,通过分析有线发展的环境影响因素,引入联通、移动等竞争对手展开对比分析,对青岛有线发展的优劣势进行简析；最后,基于增资业务的发展要素,分别从产品体系、用户留存、市场开拓、技术研发、人才引进等方面进行简要探讨,确定了“网络是基础,服务是保障,用户是根本”的发展思路,提出有线增值业务发展的措施：第一,顺应市场发展趋势,利用互联网思维寻求突破；第二,准确把握国家政策导向,争取更广泛政策支持；第三,打造全方位立体化营销体系,增强市场竞争力。
[Abstract]:In 2015, the convening of the two meetings put information on the important strategic position again, and highlighted the key role of information in strengthening national comprehensive strength and maintaining national security. The cable TV network is an important infrastructure for the state to implement information, and the development of value-added services will also become the focus of the future competition, and the country put forward three in 2010. Network integration strategy has become an important deployment of the country to deal with the international financial crisis and promote the construction of information. The implementation of the triple network integration strategy provides unprecedented policy and technical support for the development of cable, making the cable value-added services making breakthrough progress. However, with the network TV (hereinafter referred to as OTT TV), interactive network television ( In this context, how to make use of the existing policy advantages and adapt to the "Internet +" trend to achieve technological breakthrough and to achieve the leap forward development of value-added services has become a major issue plaguing cable TV industry. This paper is studying at home and abroad in this paper. On the basis of literature, the overall framework of the article is arranged reasonably, and the related materials and documents are prepared in detail. First, the theory of value-added services is summarized, the origin and development of value-added services are analyzed, and the types of cable value-added services in China are briefly summarized. Secondly, the development ideas, strategic basis and choice of the main cable benchmarking enterprises in the country are drawn from the north. The Beijing CATV Network Inc (hereinafter referred to as gogoa cable), the two benchmarking enterprises (hereinafter referred to as Print-Rite Video News), Shenzhen Print-Rite video news (hereinafter referred to as Print-Rite Video News), carried out an empirical analysis on the product formulation, organization, network platform construction, core product building, marketing mode innovation and so on. The development situation of the island cable, analysis of the existing problems in Qingdao cable; on the basis of the analysis of the development status of the same industry, through the analysis of the environmental impact factors of cable development, introducing China Unicom, mobile and other competitors to compare and analyze the advantages and disadvantages of Qingdao cable development; finally, based on the development elements of the capital increase business, respectively from production. The product system, the user retention, the market development, the technology research and development, the talent introduction and so on are briefly discussed. The development ideas of "the network is the foundation, the service is the guarantee, the user is the fundamental", and the measures for the development of the cable value-added service are put forward: first, comply with the trend of the market development and seek breakthrough by the Internet thinking; second, accurately grasp the country. Family policy oriented, striving for wider policy support; third, to create a comprehensive three-dimensional marketing system, and enhance market competitiveness.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F
本文编号：2129353
[Abstract]:In 2015, the convening of the two meetings put information on the important strategic position again, and highlighted the key role of information in strengthening national comprehensive strength and maintaining national security. The cable TV network is an important infrastructure for the state to implement information, and the development of value-added services will also become the focus of the future competition, and the country put forward three in 2010. Network integration strategy has become an important deployment of the country to deal with the international financial crisis and promote the construction of information. The implementation of the triple network integration strategy provides unprecedented policy and technical support for the development of cable, making the cable value-added services making breakthrough progress. However, with the network TV (hereinafter referred to as OTT TV), interactive network television ( In this context, how to make use of the existing policy advantages and adapt to the "Internet +" trend to achieve technological breakthrough and to achieve the leap forward development of value-added services has become a major issue plaguing cable TV industry. This paper is studying at home and abroad in this paper. On the basis of literature, the overall framework of the article is arranged reasonably, and the related materials and documents are prepared in detail. First, the theory of value-added services is summarized, the origin and development of value-added services are analyzed, and the types of cable value-added services in China are briefly summarized. Secondly, the development ideas, strategic basis and choice of the main cable benchmarking enterprises in the country are drawn from the north. The Beijing CATV Network Inc (hereinafter referred to as gogoa cable), the two benchmarking enterprises (hereinafter referred to as Print-Rite Video News), Shenzhen Print-Rite video news (hereinafter referred to as Print-Rite Video News), carried out an empirical analysis on the product formulation, organization, network platform construction, core product building, marketing mode innovation and so on. The development situation of the island cable, analysis of the existing problems in Qingdao cable; on the basis of the analysis of the development status of the same industry, through the analysis of the environmental impact factors of cable development, introducing China Unicom, mobile and other competitors to compare and analyze the advantages and disadvantages of Qingdao cable development; finally, based on the development elements of the capital increase business, respectively from production. The product system, the user retention, the market development, the technology research and development, the talent introduction and so on are briefly discussed. The development ideas of "the network is the foundation, the service is the guarantee, the user is the fundamental", and the measures for the development of the cable value-added service are put forward: first, comply with the trend of the market development and seek breakthrough by the Internet thinking; second, accurately grasp the country. Family policy oriented, striving for wider policy support; third, to create a comprehensive three-dimensional marketing system, and enhance market competitiveness.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F
【参考文献】
相关期刊论文 前1条
1 王兆恒;邵新;李奕群;;交互式EPG及有线数字电视增值业务平台的选择与应用[J];有线电视技术;2007年09期
，本文编号：2129353
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