SX广电信息网络集团宽带业务发展策略研究

发布时间：2018-11-17 10:43

【摘要】：近年来,随着三网融合的全面推广,广电企业与电信企业在业务发展方面都在向对方的传统领域渗透,电信基础运营商已经利用全程全网的优势,通过IPTV业务进入了广电市场,越来越的互联网企业也通过互联网电视等手段分流了传统电视用户,但是广电网络运营商由于网络分散、市场经验不足、互联网出口受限等问题,在开展广电宽带接入等电信业务方面困难重重、成效甚微,再加上原本电视用户的流失,广电企业的生存和发展已经受到了严重的影响。在这样的环境下,针对SX广电信息网络集团计划开展广电宽带业务这一题目,本文进行了相关研究。尝试运用所学的PEST、波特五力模型和SWOT模型等分析工具,结合7Ps等市场营销相关理论,通过对企业的外部环境、行业环境和自身现状进行分析,找出企业广电宽带业务发展面临的关键问题;利用市场细分相关理论和用户需求调查,对广电宽带业务目标市场进行定位;结合分析和调查的情况以及企业实际条件,从外部合作、技术改造、市场营销等方面为SX广电信息网络集团宽带业务的发展提出策略建议。为确保各项发展策略能够执行到位,论文还对制度建设、技术创新、人力管理和激励机制等相关保障措施进行了探讨。希望本文提出的相关发展策略和建议能够供SX广电信息网络集团宽带业务的发展进行参考。
[Abstract]:In recent years, with the comprehensive promotion of the integration of three networks, both radio and television enterprises and telecommunications enterprises are infiltrating into each other's traditional fields in terms of business development. The telecom basic operators have already made use of the advantages of the whole network to enter the radio and television market through IPTV services. More and more Internet enterprises are also diverting traditional television users through Internet television and other means. However, radio and television network operators have problems such as network dispersion, lack of market experience, Internet export restrictions, and so on. In the development of broadband access to radio and television telecommunications business difficulties, little success, coupled with the loss of original television users, the survival and development of radio and television enterprises have been seriously affected. In such an environment, the SX Radio and Television Information Network Group plans to develop radio and television broadband services, this paper carried out related research. This paper tries to use the PEST, Porter five Force Model and SWOT Model to analyze the external environment, the industry environment and the present situation of the enterprise by combining the marketing theories such as 7Ps, etc. To find out the key problems facing the development of enterprise radio and television broadband services; Based on the theory of market segmentation and customer demand investigation, the target market of radio and television broadband service is positioned. Combined with the situation of analysis and investigation as well as the actual conditions of the enterprise, this paper puts forward some strategic suggestions for the development of broadband services of SX radio and television information network group from the aspects of external cooperation, technological transformation and marketing. In order to ensure the implementation of various development strategies, the paper also discusses the system construction, technological innovation, human management and incentive mechanism and other related safeguards. It is hoped that the relevant development strategies and suggestions presented in this paper can be used as a reference for the development of broadband services of SX radio and television information network groups.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626

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