付费电视的商务模式研究

发布时间：2018-06-14 17:40

本文选题：付费电视 + 产业链　；参考：《厦门大学》2007年硕士论文

【摘要】： 中国广播影视行业的数字化工程是国家在“十五”计划期间的战略规划。当前,全国各省市电视台基本上已经完成了数字化改造,从观众的角度来看,数字化技术能带来电视节目数量与质量的极大丰富,这意味着观众拥有了更多的对电视节目的选择权;而从经营者的角度来看,技术的革新对传统的“节目+广告”的商务模式形成了严峻的挑战,迅速增加的电视节目需要一种新的商务模式才能使其存在并发展下去。目前,国内的许多电视台已经开始经营付费电视,也就是说,他们在尝试直接向用户收取收视费用,摆脱对广告收入的依赖。福建电视台早在2000年就开始了付费电视的试运营,但由于诸多客观以及主观的原因,这项业务一直开展得不理想,而国内的其他付费电视运营商目前已经进入福建市场,慢慢地分流了福建台的电视用户。本文先是分析了付费电视整个产业链的基本情况,归纳出存在的问题并勾勒出了其中的商业机会;接着从这些商业机会出发,结合福建电视台的实际情况,对其在产业链中的定位提出了建议;然后再就这个定位设计出切实的业务主张,并论证了这些主张的可行性;最后,本文结论是:福建电视台在付费电视的节目经营中有很大的作为空间。
[Abstract]:The digitization project of China's radio, television and film industry is the national strategic plan during the five-year Plan period. At present, TV stations in various provinces and cities across the country have basically completed the digital transformation. From the point of view of the audience, digital technology can bring about a great abundance of the quantity and quality of television programs. This means that viewers have more options for television programs, and from an operator's point of view, technological innovation poses a serious challenge to the traditional business model of "programme advertising". A new business model is needed for the rapid increase of TV programs to exist and develop. At present, many domestic TV stations have started to operate pay-TV, that is, they are trying to charge users the viewing fees directly to get rid of the dependence on advertising revenue. Fujian TV began its trial operation of pay-TV as early as 2000. However, due to many objective and subjective reasons, this business has not been carried out satisfactorily, and other domestic pay-TV operators have now entered the Fujian market. Slowly diverting the TV users of Fujian TV station. This paper first analyzes the basic situation of the whole industry chain of pay-TV, sums up the existing problems and outlines the business opportunities among them; then from these commercial opportunities, combined with the actual situation of Fujian TV station, Put forward some suggestions for its position in the industrial chain; then design practical business ideas on this position and prove the feasibility of these ideas; finally, The conclusion of this paper is: Fujian TV station has a lot of space in the program management of pay TV.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G229.2-F

【引证文献】