本文選題：手機視頻 + 手機多媒體　； 參考：《北京郵電大學》2012年碩士論文

【摘要】：手機視頻業(yè)務區(qū)別于手機電視(手持電視),是一種基于移動通訊網(wǎng)絡,通過具備數(shù)據(jù)接收、編碼、解析、播放功能的移動終端,向網(wǎng)絡覆蓋下的廣大用戶提供視頻點播、直播服務。根據(jù)手機視頻的互動性、整合性、可定制性等業(yè)務特點,可以將該業(yè)務進行多種維度的分類,從內容類型的分類在業(yè)內尤為盛行,內容涵蓋影視、娛樂、原創(chuàng)、軍事、體育、搞笑、時尚生活等頻道。但是,手機視頻業(yè)務目前的市場規(guī)模還沒有達到行業(yè)預期水平,其未來的發(fā)展?jié)摿θ允苤朴谏虡I(yè)模式、行業(yè)管制、技術應用和營銷推廣四大關鍵要素。 中國移動的移動數(shù)據(jù)業(yè)務運作品牌是移動夢網(wǎng),通過整合視頻產(chǎn)業(yè)鏈上游各合作伙伴的核心資源,融合合理的分工運作模式和收益共擔的商業(yè)模式,目前把手機視頻業(yè)務市場發(fā)展成長為一個逐步走向成熟的增值業(yè)務品牌,但是其面臨的發(fā)展瓶頸問題也顯現(xiàn)了出來。本文先從手機視頻產(chǎn)業(yè)的現(xiàn)實環(huán)境入手,對歐美、日韓發(fā)達國家的新媒體產(chǎn)業(yè)發(fā)展狀況進行對比分析和經(jīng)驗總結,結合手機視頻行業(yè)的外部環(huán)境、內部環(huán)境和產(chǎn)業(yè)價值鏈關系,并結合用戶需求模型的相關理論,揭示出用戶接收與技術擴散模式的可行性。論證采用戰(zhàn)略管理、管理經(jīng)濟學和營銷管理學相關理論,剖析手機視頻在當前背景下的挑戰(zhàn)以及對應的問題解決策略,為中國移動手機視頻業(yè)務后續(xù)運營工作的開展提供一定的決策參考。
[Abstract]:Mobile video service is different from mobile TV (handheld TV, is based on mobile communication network, through the data receiving, coding, parsing, playback function of mobile terminals, to the vast number of users covered by the network video on demand. Live service. According to the interactive, integrated, customizable and other business characteristics of mobile video, the business can be classified in a variety of dimensions, especially from the classification of content types, which covers film and television, entertainment, originality, military, sports, etc. Funny, fashion life, etc. However, the current market size of mobile video service has not reached the industry expected level, and its future development potential is still limited by four key elements: business model, industry regulation, technology application and marketing promotion. China Mobile mobile data operation brand is a mobile dream network, through the integration of the video industry chain upstream partners' core resources, the integration of a reasonable division of labor operation model and revenue sharing business model, At present, the mobile video business market has grown into a mature value-added business brand, but its development bottleneck has also emerged. This paper begins with the real environment of mobile video industry, compares and summarizes the development of new media industry in Europe, America, Japan and Korea, and combines the external environment, internal environment and industrial value chain relationship of mobile video industry. Combined with the theory of user demand model, the feasibility of user receiving and technology diffusion model is revealed. Using the theories of strategic management, management economics and marketing management, the paper analyzes the challenges of mobile video in the current background and the corresponding problem-solving strategies. It provides some decision-making reference for the following operation of mobile phone video service in China.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F626

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相關會議論文 前1條

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本文編號：2019771