基于价值链的DX融媒网络电视商业模式优化研究

发布时间：2018-03-26 14:11

本文选题：网络电视　切入点：商业模式　出处：《东华大学》2017年硕士论文

【摘要】：基于互联网技术的新媒体快速发展,网络电视新媒体正在颠覆着传统电视媒体的经营方式,也开始构建其新的价值链体系和商业模式。而现阶段业界对网络电视商业模式的深入分析和研究还相对偏少。本文将商业模式引入到网络电视这一新媒体的研究中,以价值链理论为指导,采用DX融媒体集团有限公司(以下简称DX融媒)运营的网络电视业务为案例,分析网络电视在发展演进过程中的价值链特征及现阶段存在的商业模式类型,总结网络电视业务的发展经验,以找到对DX融媒网络电视业务发展具有前瞻性、针对性的网络电视价值链整合模式和商业模式,也为其他运营同类型新媒体业务的广电机构在起步初期的价值链整合和商业模式确立提供了理论基础和参照经验。本文的研究主线如下:理论框架上:基于价值链文献研究的基础上归纳出传统定位理论的发展及其特点,并整理与现有的产品价值链整合策略相关的研究成果,给出商业模式优化路径。方法上:采取文献研究法为本文研究的开展提供理论支撑;通过案例分析法分析当前网络电视的几种价值链形式和商业模式,对DX融媒网络电视产品定位以及价值链进行分析探讨;以问卷调查法、访谈法反馈的数据和信息探讨DX融媒网络电视的商业模式及其发展,为产品定位与价值链整合、商业模式优化提供切实可靠的数据支撑。本文主要研究结论包括:⑴归纳梳理了网络电视的多种形态,明晰了网络电视的概念和分类;⑵构建了广电模式的网络电视价值链体系和商业模式框架;⑶给出广电模式下网络电视商业模式优化和价值链保障机制建议。本文研究的创新点在于:⑴对国内行业内相对模糊的网络电视概念和分类进行了较全面、清晰的界定。⑵以DX融媒的网络电视案例为基础,提出地方网络电视的广电模式。⑶将价值链理论引入网络电视业务的商业模式研究,为后续研究开拓了一个崭新的视角。研究中还试图进行广电系网络电视商业模式矩阵模型的建立,从理论视角来填充和弥补广电模式下的网络电视商业模式研究的空白。对DX融媒通过资本层面融合的“DVB+OTT”的商业模式的可行性进行了分析论证,为促进广电网与互联网的融合,为广电企业网络电视业务良性发展提供了宝贵的实证借鉴和理论参考。
[Abstract]:With the rapid development of new media based on Internet technology, the new media of network TV is subverting the management mode of traditional TV media. It also starts to construct its new value chain system and business model. However, there is relatively little in-depth analysis and research on the network television business model in the industry at present. This paper introduces the business model into the research of network television, a new medium. Under the guidance of value chain theory, the network TV business operated by DX Financial Media Group Co., Ltd. (DX) is adopted as a case study. This paper analyzes the value chain characteristics of network TV in the process of development and evolution and the types of business models existing in the present stage, sums up the development experience of network television business, and finds out that it is forward-looking to the development of DX network television business. Targeted network TV value chain integration model and business model, It also provides a theoretical basis and reference experience for the value chain integration and business model establishment of other radio and television organizations operating the same type of new media business in the initial stage. The main research lines of this paper are as follows: theoretical framework: Value-based. Based on the research of chain literature, the development and characteristics of traditional positioning theory are summarized. And collate the research results related to the existing product value chain integration strategy, and give the business model optimization path. Methods: using the literature research method to provide theoretical support for the development of this study; This paper analyzes several value chain forms and business models of current network TV through case analysis, analyzes and discusses the positioning and value chain of DX financial network TV products. Data and Information feedback from interviews; the business model and development of DX financial network TV for product positioning and value chain integration, Business model optimization provides reliable data support. The main conclusions of this paper include: 1 summarizes and combs the various forms of network television. In this paper, the concept and classification of network TV are clarified. The system of network television value chain and the framework of business model are constructed. 3. The optimization of network TV business model and the suggestion of value chain guarantee mechanism under the mode of broadcast and television are given in this paper. The innovative point of the study is that the concept and classification of relatively fuzzy network television in the domestic industry has been comprehensively introduced by: 1. A clear definition of .2 based on the DX media network television case, put forward the local network television broadcasting mode .3 to bring the value chain theory into the network television business business model research, It opens up a new angle of view for further research. In the research, we also try to set up the business model matrix model of network television of radio and television department. This paper fills in and makes up the blank in the research of network television business model under the mode of radio and television from the perspective of theory. The feasibility of the business model of "DVB OTT", which is merged by DX financial media through the capital level, is analyzed and demonstrated in order to promote the integration of radio and television networks and the Internet. It provides valuable empirical reference and theoretical reference for the benign development of network television business in radio and television enterprises.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G229.2-F

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