本文關(guān)鍵詞：基于服務價值實現(xiàn)模型的天威視訊發(fā)展戰(zhàn)略研究　出處：《北京交通大學》2012年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 服務創(chuàng)造價值模型 數(shù)字有線業(yè)務 發(fā)展戰(zhàn)略

【摘要】：有線電視數(shù)字化改革給電視網(wǎng)絡(luò)運營商帶來了挑戰(zhàn),也帶來了機遇。有線電視數(shù)字化整體轉(zhuǎn)換前,有線電視網(wǎng)絡(luò)運營商處于一個相對封閉的市場環(huán)境中,受到政策方面的保護,電視服務質(zhì)量不是公眾關(guān)注的焦點；有線電視數(shù)字化整體轉(zhuǎn)換后,有線電視網(wǎng)絡(luò)運營商所處的環(huán)境日趨開放,一些強有力的競爭對手逐漸獲得經(jīng)營電視業(yè)務的許可,競爭壓力增大,數(shù)字電視服務提至公眾關(guān)注的焦點。 本文的主要研究內(nèi)容為通過對國內(nèi)和深圳有線數(shù)字電視現(xiàn)狀及宏觀環(huán)境進行闡述,對天威視訊的外部環(huán)境和內(nèi)部條件進行分析,結(jié)合服務價值實現(xiàn)模型,對天威視訊數(shù)字電視業(yè)務和寬帶業(yè)務進行深入研究,制定總體和細分發(fā)展戰(zhàn)略,并輔以戰(zhàn)略實施與控制的相應舉措,并希望對國內(nèi)同行業(yè)的有線電視網(wǎng)絡(luò)運營商的戰(zhàn)略制定及實施提供相關(guān)經(jīng)驗借鑒。 本文將天威視訊整體發(fā)展戰(zhàn)略制定如下：在現(xiàn)有網(wǎng)絡(luò)的基礎(chǔ)之上進行網(wǎng)絡(luò)改造；新增業(yè)務的基礎(chǔ)是天威視訊擁有的技術(shù)能力與網(wǎng)絡(luò)資源；新的細分業(yè)務是以前業(yè)務的發(fā)展,均屬天威視訊主營業(yè)務范疇；在原有基礎(chǔ)上發(fā)展壯大客戶資源；經(jīng)營管理體系改善需要在現(xiàn)有的管理體系基礎(chǔ)上進行。 在制定了天威視訊整體發(fā)展戰(zhàn)略及分業(yè)務戰(zhàn)略(有限數(shù)字電視業(yè)務戰(zhàn)略、寬帶業(yè)務戰(zhàn)略)之后,從技術(shù)開發(fā)與創(chuàng)新、客戶價值管理、組織結(jié)構(gòu)調(diào)整、整合營銷戰(zhàn)略、數(shù)字電視業(yè)務實施、寬帶業(yè)務實施等方面進行了戰(zhàn)略實施及控制保障,保證戰(zhàn)略制定之后能夠順利實施。
[Abstract]:The reform of CATV digitization brings both challenges and opportunities to the TV network operators. Before the whole conversion of CATV digitization, CATV network operators are in a relatively closed market environment. Under the protection of policy, the quality of television service is not the focus of public attention; After the whole conversion of CATV digitization, the environment of CATV network operators is becoming more and more open, some powerful competitors gradually get permission to operate TV business, and the competition pressure increases. Digital TV service is brought to the attention of the public. The main research content of this paper is to analyze the external environment and internal conditions of Tianwei video by expounding the current situation and macro environment of domestic and Shenzhen cable digital TV and combining the service value realization model. To carry on the thorough research to the Tianwei video message digital television service and the broadband service, to formulate the overall and the subdivision development strategy, and to complement with the strategy implementation and the control corresponding measure. It also hopes to provide relevant experience for domestic CATV network operators. In this paper, the overall development strategy of Tianwei video message is as follows: on the basis of the existing network, the network transformation; The new business is based on the technical capability and network resources of Tianwei Video. The new subdivision business is the development of the previous business, are the main business areas of Tianwei Video; Based on the original development of customer resources; The improvement of the management system needs to be carried out on the basis of the existing management system. After making the overall development strategy and sub-business strategy (limited digital television service strategy, broadband service strategy), from the technology development and innovation, customer value management, organizational structure adjustment. Integrated marketing strategy, digital TV service implementation, broadband service implementation and other aspects of the strategic implementation and control to ensure the smooth implementation of the strategy after the formulation.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F49;G229.2

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