【摘要】：2015年,兩會(huì)的召開(kāi)再次將信息化建設(shè)提到重要戰(zhàn)略位置,凸顯信息化在增強(qiáng)國(guó)家綜合實(shí)力、維護(hù)國(guó)家安全等方面的關(guān)鍵作用。有線(xiàn)電視網(wǎng)絡(luò)是國(guó)家實(shí)施信息化的重要基礎(chǔ)設(shè)施,增值業(yè)務(wù)的發(fā)展也將成為未來(lái)競(jìng)爭(zhēng)的焦點(diǎn),2010年國(guó)家提出三網(wǎng)融合戰(zhàn)略,成為國(guó)家應(yīng)對(duì)國(guó)際金融危機(jī)、推動(dòng)信息化建設(shè)的重要部署,三網(wǎng)融合戰(zhàn)略的實(shí)施為有線(xiàn)的發(fā)展提供了前所未有的政策及技術(shù)支撐,使有線(xiàn)增值業(yè)務(wù)取得了突破性進(jìn)展。但是,隨著網(wǎng)絡(luò)電視(以下簡(jiǎn)稱(chēng)OTT TV),交互式網(wǎng)絡(luò)電視(以下簡(jiǎn)稱(chēng)IPTV)等新興終端的興起,有線(xiàn)市場(chǎng)遭到?jīng)_擊,增值業(yè)務(wù)發(fā)展受到威脅。在此背景下,如何利用現(xiàn)存的政策優(yōu)勢(shì),順應(yīng)“互聯(lián)網(wǎng)+”趨勢(shì)實(shí)現(xiàn)技術(shù)突破,取得增值業(yè)務(wù)的跨越式發(fā)展,成為困擾有線(xiàn)電視行業(yè)的重大課題。本文在研究國(guó)內(nèi)外文獻(xiàn)基礎(chǔ)上,對(duì)文章整體框架進(jìn)行合理安排,對(duì)涉及的相關(guān)資料、文獻(xiàn)進(jìn)行詳細(xì)準(zhǔn)備。首先,進(jìn)行增值業(yè)務(wù)理論概述,分析增值業(yè)務(wù)起源、發(fā)展,簡(jiǎn)單概括我國(guó)有線(xiàn)增值業(yè)務(wù)類(lèi)型；其次,借鑒國(guó)內(nèi)主要有線(xiàn)標(biāo)桿企業(yè)發(fā)展思路、戰(zhàn)略基礎(chǔ),選擇北京歌華有線(xiàn)電視網(wǎng)絡(luò)股份有限公司(以下簡(jiǎn)稱(chēng)歌華有線(xiàn))、深圳市天威視訊股份有限公司(以下簡(jiǎn)稱(chēng)天威視訊、)兩家標(biāo)桿企業(yè)進(jìn)行分析,通過(guò)對(duì)產(chǎn)品制定、組織機(jī)構(gòu)、網(wǎng)絡(luò)平臺(tái)建設(shè)、核心產(chǎn)品打造、營(yíng)銷(xiāo)模式創(chuàng)新等方面進(jìn)行實(shí)證分析,對(duì)比青島有線(xiàn)發(fā)展情況,分析青島有線(xiàn)存在的問(wèn)題；在分析同行業(yè)發(fā)展現(xiàn)狀基礎(chǔ)上,通過(guò)分析有線(xiàn)發(fā)展的環(huán)境影響因素,引入聯(lián)通、移動(dòng)等競(jìng)爭(zhēng)對(duì)手展開(kāi)對(duì)比分析,對(duì)青島有線(xiàn)發(fā)展的優(yōu)劣勢(shì)進(jìn)行簡(jiǎn)析；最后,基于增資業(yè)務(wù)的發(fā)展要素,分別從產(chǎn)品體系、用戶(hù)留存、市場(chǎng)開(kāi)拓、技術(shù)研發(fā)、人才引進(jìn)等方面進(jìn)行簡(jiǎn)要探討,確定了“網(wǎng)絡(luò)是基礎(chǔ),服務(wù)是保障,用戶(hù)是根本”的發(fā)展思路,提出有線(xiàn)增值業(yè)務(wù)發(fā)展的措施：第一,順應(yīng)市場(chǎng)發(fā)展趨勢(shì),利用互聯(lián)網(wǎng)思維尋求突破；第二,準(zhǔn)確把握國(guó)家政策導(dǎo)向,爭(zhēng)取更廣泛政策支持；第三,打造全方位立體化營(yíng)銷(xiāo)體系,增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:In 2015, the convening of the two meetings put information on the important strategic position again, and highlighted the key role of information in strengthening national comprehensive strength and maintaining national security. The cable TV network is an important infrastructure for the state to implement information, and the development of value-added services will also become the focus of the future competition, and the country put forward three in 2010. Network integration strategy has become an important deployment of the country to deal with the international financial crisis and promote the construction of information. The implementation of the triple network integration strategy provides unprecedented policy and technical support for the development of cable, making the cable value-added services making breakthrough progress. However, with the network TV (hereinafter referred to as OTT TV), interactive network television ( In this context, how to make use of the existing policy advantages and adapt to the "Internet +" trend to achieve technological breakthrough and to achieve the leap forward development of value-added services has become a major issue plaguing cable TV industry. This paper is studying at home and abroad in this paper. On the basis of literature, the overall framework of the article is arranged reasonably, and the related materials and documents are prepared in detail. First, the theory of value-added services is summarized, the origin and development of value-added services are analyzed, and the types of cable value-added services in China are briefly summarized. Secondly, the development ideas, strategic basis and choice of the main cable benchmarking enterprises in the country are drawn from the north. The Beijing CATV Network Inc (hereinafter referred to as gogoa cable), the two benchmarking enterprises (hereinafter referred to as Print-Rite Video News), Shenzhen Print-Rite video news (hereinafter referred to as Print-Rite Video News), carried out an empirical analysis on the product formulation, organization, network platform construction, core product building, marketing mode innovation and so on. The development situation of the island cable, analysis of the existing problems in Qingdao cable; on the basis of the analysis of the development status of the same industry, through the analysis of the environmental impact factors of cable development, introducing China Unicom, mobile and other competitors to compare and analyze the advantages and disadvantages of Qingdao cable development; finally, based on the development elements of the capital increase business, respectively from production. The product system, the user retention, the market development, the technology research and development, the talent introduction and so on are briefly discussed. The development ideas of "the network is the foundation, the service is the guarantee, the user is the fundamental", and the measures for the development of the cable value-added service are put forward: first, comply with the trend of the market development and seek breakthrough by the Internet thinking; second, accurately grasp the country. Family policy oriented, striving for wider policy support; third, to create a comprehensive three-dimensional marketing system, and enhance market competitiveness.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G229.27-F

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本文編號(hào)：2129353