手机电视业务商业模式与产业链研究

发布时间：2018-06-19 22:26

本文选题：手机电视 + 商业模式　；参考：《北京邮电大学》2010年硕士论文

【摘要】： 本文从介绍手机电视概念开始,结合商业模式的相关理论,介绍了国内手机电视业务的发展沿革,论述了手机电视业务所面临的8个问题,因为手机电视业务作为一项新业务,成败并不纯粹取决于技术,而主要是商业模式与产业链。因此,本文重点在于对手机电视业务的商业模式及产业链进行详细分析,并对广电+移动模式、移动+SP模式、广电独立模式、独立运营商+广电+移动模式、独立运营商+移动模式、广电+SP模式6种商业模式以价值链健康高效、可盈利能力、未来潜力、不易效仿性、对客户价值、资源整合性、不利因素克服7个方面按不同权重进行了评估。最后,本文从业务模型设计、价值链及合作模式、盈利模式、广告发展策略、终端发展策略、市场推广策略6个角度提出了商业模式创新设计建议。
[Abstract]:Starting with the introduction of the concept of mobile TV, combined with the related theory of business model, this paper introduces the development and evolution of domestic mobile TV business, and discusses the eight problems faced by mobile TV business, because mobile TV business is a new business. Success or failure does not depend solely on technology, but mainly on business models and industrial chains. Therefore, this paper focuses on the detailed analysis of the business model and industry chain of mobile TV service, and analyzes the radio and television mobile mode, mobile SP mode, radio and television independent mode, independent operator radio and television mobile mode. Independent operator mobile mode, radio and television SP mode six business models to value chain health and efficiency, profitability, future potential, not easy to emulate, customer value, integration of resources, The unfavorable factors are evaluated according to different weights in seven aspects. Finally, this paper puts forward the business model innovation design suggestions from the business model design, the value chain and the cooperation model, the profit model, the advertisement development strategy, the terminal development strategy, the market promotion strategy.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F626

【引证文献】