本文關(guān)鍵詞：基于服務(wù)價(jià)值實(shí)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(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：有線電視數(shù)字化改革給電視網(wǎng)絡(luò)運(yùn)營(yíng)商帶來(lái)了挑戰(zhàn),也帶來(lái)了機(jī)遇。有線電視數(shù)字化整體轉(zhuǎn)換前,有線電視網(wǎng)絡(luò)運(yùn)營(yíng)商處于一個(gè)相對(duì)封閉的市場(chǎng)環(huán)境中,受到政策方面的保護(hù),電視服務(wù)質(zhì)量不是公眾關(guān)注的焦點(diǎn)；有線電視數(shù)字化整體轉(zhuǎn)換后,有線電視網(wǎng)絡(luò)運(yùn)營(yíng)商所處的環(huán)境日趨開(kāi)放,一些強(qiáng)有力的競(jìng)爭(zhēng)對(duì)手逐漸獲得經(jīng)營(yíng)電視業(yè)務(wù)的許可,競(jìng)爭(zhēng)壓力增大,數(shù)字電視服務(wù)提至公眾關(guān)注的焦點(diǎn)。 本文的主要研究?jī)?nèi)容為通過(guò)對(duì)國(guó)內(nèi)和深圳有線數(shù)字電視現(xiàn)狀及宏觀環(huán)境進(jìn)行闡述,對(duì)天威視訊的外部環(huán)境和內(nèi)部條件進(jìn)行分析,結(jié)合服務(wù)價(jià)值實(shí)現(xiàn)模型,對(duì)天威視訊數(shù)字電視業(yè)務(wù)和寬帶業(yè)務(wù)進(jìn)行深入研究,制定總體和細(xì)分發(fā)展戰(zhàn)略,并輔以戰(zhàn)略實(shí)施與控制的相應(yīng)舉措,并希望對(duì)國(guó)內(nèi)同行業(yè)的有線電視網(wǎng)絡(luò)運(yùn)營(yíng)商的戰(zhàn)略制定及實(shí)施提供相關(guān)經(jīng)驗(yàn)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(jìn)行網(wǎng)絡(luò)改造；新增業(yè)務(wù)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(xì)分業(yè)務(wù)是以前業(yè)務(wù)的發(fā)展,均屬天威視訊主營(yíng)業(yè)務(wù)范疇；在原有基礎(chǔ)上發(fā)展壯大客戶資源；經(jīng)營(yíng)管理體系改善需要在現(xiàn)有的管理體系基礎(chǔ)上進(jìn)行。 在制定了天威視訊整體發(fā)展戰(zhàn)略及分業(yè)務(wù)戰(zhàn)略(有限數(shù)字電視業(yè)務(wù)戰(zhàn)略、寬帶業(yè)務(wù)戰(zhàn)略)之后,從技術(shù)開(kāi)發(fā)與創(chuàng)新、客戶價(jià)值管理、組織結(jié)構(gòu)調(diào)整、整合營(yíng)銷戰(zhàn)略、數(shù)字電視業(yè)務(wù)實(shí)施、寬帶業(yè)務(wù)實(shí)施等方面進(jìn)行了戰(zhàn)略實(shí)施及控制保障,保證戰(zhàn)略制定之后能夠順利實(shí)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(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F49;G229.2

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