浙江电信IPTV业务战略转型探析

发布时间：2018-07-29 07:34

【摘要】：IPTV即交互式网络电视,是一种利用宽带网,集互联网、多媒体、通讯等技术于一体,向家庭用户提供包括数字电视在内的多种交互式服务的崭新技术。它能够很好地适应当今网络飞速发展的趋势,充分有效地利用网络资源。近年来,IPTV业务在国内外迅速发展。浙江电信IPTV业务经过多年的探索与努力,已经取得了一定的优势和地位。是继续按现有模式发展,还是尝试战略转型,力争更广阔的市场空间,对浙江电信IPTV来说需要做出抉择。本文以浙江电信IPTV业务为研究对象,在分析浙江电信IPTV业务的外部环境和内部资源的基础上,论证了浙江电信IPTV业务实施转型战略的必要性和可能性,探讨了浙江电信IPTV业务作为数字电视行业的闯入者在面对行业衰落、外部竞争、战略方向不明等等困局下,如何进行业务战略的转型调整。论文以中国三网融合的变化为背景,对浙江电信IPTV业务实施转型战略进行探析,得出如下结论:浙江电信IPTV现行战略与内外部环境的不匹配,使浙江电信IPTV的战略调整成为必要。浙江电信IPTV的转型方向是实现从单一的宽带捆绑型业务向综合型的家庭电视产品转型。浙江电信IPTV转型战略实施,整固现有核心业务,加强产业合作,发挥自身优势,拓展相关业务。
[Abstract]:IPTV (Interactive Network TV) is a new technology which integrates Internet, multimedia and communication technologies to provide various interactive services, including digital TV, to home users by using broadband network. It can adapt to the rapid development of network and make full and effective use of network resources. In recent years, IPTV business is developing rapidly at home and abroad. After many years of exploration and efforts, Zhejiang Telecom IPTV service has achieved certain advantages and status. It is necessary for Zhejiang Telecom IPTV to choose whether to continue to develop according to the existing model or to try strategic transformation and strive for broader market space. Based on the analysis of the external environment and internal resources of Zhejiang Telecom's IPTV service, this paper demonstrates the necessity and possibility of Zhejiang Telecom's IPTV service's implementation of transformation strategy, taking Zhejiang Telecom's IPTV service as the research object, and on the basis of analyzing the external environment and internal resources of Zhejiang Telecom's IPTV service, This paper discusses how Zhejiang Telecom, as the intruder of digital television industry, is faced with the difficulties of industry decline, external competition, unclear strategic direction and so on, how to carry out the transformation and adjustment of business strategy. Based on the change of China's three networks integration, this paper analyzes the transformation strategy of Zhejiang Telecom's IPTV service, and draws the following conclusions: the current strategy of Zhejiang Telecom's IPTV does not match with the internal and external environment. It is necessary to adjust the strategy of Zhejiang Telecom IPTV. The transition direction of Zhejiang Telecom IPTV is to transform from a single broadband bundled service to a comprehensive home TV product. Zhejiang Telecom IPTV transformation strategy implementation, consolidate the existing core business, strengthen industrial cooperation, give play to their own advantages, expand related business.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F272

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