中国移动通信集团辽宁有限公司互联网电视业务发展研究

发布时间：2018-04-15 18:26

本文选题：辽宁移动 + 互联网电视　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：目前,我国正处于飞速发展的互联网时代,有线电视和数字电视已不再是百姓家庭客厅里的唯一选择,我国的互联网电视行业在短短几年间迅猛发展,因其涉及的参与方众多、技术门槛较低,由不同参与方发布的众多产品迅速加入了这个新兴市场的竞争中。电信运营商面对语音和短彩信收入持续走低的现状,作为宽带网络的提供方,也推出了互联网电视产品参与市场竞争。本文从电信运营商积极发展新业务的背景出发,对中国移动通信集团辽宁有限公司的互联网电视产品——魔百和的业务现状进行了深入的研究。首先采用PEST分析方法,对辽宁移动发展该业务所处的政治、经济、社会及技术环境等宏观环境进行了分析,随后逐步分析了其所处的市场环境、目标用户以及内部环境。在充分阐述了业务现状的基础上,本文指出了目前该业务发展中存在的一些问题,从市场定位策略、技术升级策略、产品开发策略、地域发展策略、渠道拓展策略和内部管理策略提出了一系列解决方案,并以这些策略为导向,提出了具体的发展和营销措施,力求从实际出发,有效地解决目前辽宁移动互联网电视业务发展中存在的问题,促进其未来的进一步发展。
[Abstract]:At present, our country is in the rapid development of the Internet era, cable television and digital television is no longer the only choice in the living room of the common people. The Internet television industry in China has developed rapidly in just a few years, because it involves a large number of participants.Technology barriers are low, and a number of products released by different participants are rapidly competing in this emerging market.Faced with the situation that voice and MMS revenues continue to decline, telecom operators, as a provider of broadband networks, have also launched Internet TV products to participate in market competition.Based on the background that telecom operators actively develop new services, this paper makes an in-depth study on the current situation of the Internet TV products of China Mobile Communications Group Liaoning Co., Ltd.Firstly, this paper analyzes the political, economic, social and technological environment in which Liaoning Mobile develops the business by using PEST analysis method, and then analyzes the market environment, target users and internal environment of Liaoning Mobile.On the basis of fully expounding the present situation of the business, this paper points out some problems existing in the development of the business, including market positioning strategy, technology upgrading strategy, product development strategy, and regional development strategy.Channel expansion strategy and internal management strategy put forward a series of solutions, and with these strategies as a guide, put forward specific development and marketing measures, and strive to proceed from the reality,It can effectively solve the problems existing in the development of Liaoning Mobile Internet TV service and promote its further development in the future.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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