导　　师： 王舰

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 中国海洋大学

摘　　要： “数字电视是路,增值业务是车”。2010年初,国家提出了加快推进电信网、广播电视网和互联网三网融合的发展战略,为数字电视的发展带了前所未有的机遇,但是这也面临着巨大的挑战。有线电视数字化无疑将加快社会信息化进程,增值业务也将会成为未来竞争中一个举足轻重的砝码和王牌.推广增值业务,提升APRU,是未来发展数字电视的关键。因此,在此背景下,数字电视增值业务研究成为一个重大课题,有线电视增值业务研究也逐渐提上日程。 本文首先通过文献检索对前人研究进行了综述,明确了当前研究的现状,对整个研究框架进行了构思,对整个研究的具体内容进行了详细安排。其次对数字电视产业的发展现状进行了概括总结,对国内外数字电视增值业务的目前开展情况进行了简单的回顾,并以青岛为例,进行了比较研究,找出了青岛发展有线增值业务的必然性。第三,在以上分析基础上,进一步分析了有线增值业务发展的外部环境和内部条件,从政治环境、经济环境、社会环境和技术环境四个方面进行了外部环境分析,从运营现状、业务类型和存在的问题等方面进行了内部条件分析,同时客观地对有线增值业务未来的发展趋势进行了分析评价,并初步估计出有线增值业务的市场容量。第四,利用SWOT分析方法对有线增值业务进行了综合分析,分析了发展增值业务的优势、劣势、机遇和威胁。第五根据SWOT分析结果和访谈情况对有线增值业务的发展进行了战略定位,即要完成角色、定位、服务、经营等四个转变,并明确了其“网络是基础,服务是根本,需求是关键”的发展思路,提出了有线增值业务的多元化发展战略,细分成体制策略、运营策略、盈利策略、市场策略四个子战略,并提出了青岛有线的战略构成。最后提出了有线增值业务发展战略的实施措施,包括引进高素质的人才和人才团队；多层面、多渠道融资,破解资金难题；争取更大、更广泛的政策支持；加大有线增值业务市场开发力度；因地制宜,建设信息服务平台等方面的措施,并提出了青岛有线的战略实施方案：网络数字化、双向化,创新服务业态,转变运营模式,完善体制机制,积极开拓市场。 在本文的分析中,采用了文献检索和实地调研相结合、定性定量相结合的研究方法,大量的引用了战略分析的工具,利用了PEST和SWOT等经典分析方法,穿插大量的图形和表格以辅助论点的论证。经过系统的分析和研究,期望能够为在激烈竞争环境中生存的有线扬长避短,充分发挥自身的优势提供参考和借鉴,同时也希望能为青岛乃至全国有线增值业务的发展提供依据。数字电视增值业务的发展道路虽然是曲折的,但前景却是光明的,只要有线人不断努力创造,就一定能够找到合适的增值之路。 "Digital television is the way, value-added services is the car." In early2010,our country proposed to the development strategy about accelerate the radio networks, telecommunications networkand Internet triple, it brount an unprecedented opportunity for the development of digital television with, but it also faces enormous challenges. Digital cable television will undoubtedly speed up the process of social information, value-added services will also be an important future competition weight and ace, so promote value-added services, and enhance the APRU, that is the key to the future development of digital television. Therefore, in this context, the study of digital TV's value-added services becomes a major issue, and the study of cable TV's value-added services have gradually put on the agenda. This paper firstly reviewes the previous studies through literature search, this clarified the current status of the study, and carried out on the whole idea of the framework, also carried out detailed arrangements for the specific content of the entire study. Secondly, we summarize the current situation of the development of digital TV industry, and review the value-added services on digital TV briefly, use Qingdao for example, make a comparative study to find out the value-added business development of Qingdao Cable necessity. Thirdly, based on the study, we further analysis of the development of value-added services'external environment and internal conditions, from the political environment, economic environment, social environment and technological environment analysis the external environment, from the operational status, type of business and problems and other aspects analysis the internal conditions, while we analysis and evaluae objectivly the value-added services on the wired future development trend, and preliminary estimates of the cable value-added services market capacity. Fourth, we use the SWOT analysis on the cable of value-added services make a comprehensive analysis, analysis the strengths, weaknesses, opportunities and threats. Fifth, we make a strategic positioning based on the interview and SWOT analysis, that is, to complete the role, location, services, business and other four changes, and we defined development ideas,"network is the foundation, service is the fundamental demand is the key", and put forward the diversification of value-added services cable strategy, subdivided into system strategy, operating strategy, profit strategy, marketing strategy four sub-strategies. Finally, we propose the development strategy of cable business'value-added measures, it including the introduction of high-quality team of professionals and personnel; multi-faceted, multi-channel financing, crack money problems; strive for greater and broader policy support; to increase value-added services market development wired intensity; local conditions, construction information service platform and other measures. In this analysis, we using the research methods of literature search and field research combined and combination of qualitative and quantitative,also quote a large number of reference tools of strategic analysis, and use the classics analysis methods, such as PEST and SWOT, and interspersed with a lot of graphics and tables arguments supporting arguments. After systematic analysis and research, we expect to survive for cable avoid weaknesses, and give full play to their strengths to provide reference in the highly competitive environment, but also we hope provide the basis for the development of value-added services for the country of Qingdao Cable. The development of digital TV value-added services'road is tortuous, but the prospects are bright, as long as cable people continue to strive to create, I believe they can find a suitable value of road.

关 键 词： 数字电视 增值业务 发展战略 运营模式 有线电视

分 类 号： [G229.2-F]