發(fā)布時(shí)間：2018-06-15 00:49

  本文選題：手機(jī)視頻 + 手機(jī)多媒體��； 參考：《北京郵電大學(xué)》2012年碩士論文

【摘要】：手機(jī)視頻業(yè)務(wù)區(qū)別于手機(jī)電視(手持電視),是一種基于移動(dòng)通訊網(wǎng)絡(luò),通過具備數(shù)據(jù)接收、編碼、解析、播放功能的移動(dòng)終端,向網(wǎng)絡(luò)覆蓋下的廣大用戶提供視頻點(diǎn)播、直播服務(wù)。根據(jù)手機(jī)視頻的互動(dòng)性、整合性、可定制性等業(yè)務(wù)特點(diǎn),可以將該業(yè)務(wù)進(jìn)行多種維度的分類,從內(nèi)容類型的分類在業(yè)內(nèi)尤為盛行,內(nèi)容涵蓋影視、娛樂、原創(chuàng)、軍事、體育、搞笑、時(shí)尚生活等頻道。但是,手機(jī)視頻業(yè)務(wù)目前的市場(chǎng)規(guī)模還沒有達(dá)到行業(yè)預(yù)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(shù)應(yīng)用和營銷推廣四大關(guān)鍵要素。 中國移動(dòng)的移動(dòng)數(shù)據(jù)業(yè)務(wù)運(yùn)作品牌是移動(dòng)夢(mèng)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(yùn)作模式和收益共擔(dān)的商業(yè)模式,目前把手機(jī)視頻業(yè)務(wù)市場(chǎng)發(fā)展成長為一個(gè)逐步走向成熟的增值業(yè)務(wù)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(jī)視頻產(chǎn)業(yè)的現(xiàn)實(shí)環(huán)境入手,對(duì)歐美、日韓發(fā)達(dá)國家的新媒體產(chǎn)業(yè)發(fā)展?fàn)顩r進(jìn)行對(duì)比分析和經(jīng)驗(yàn)總結(jié),結(jié)合手機(jī)視頻行業(yè)的外部環(huán)境、內(nèi)部環(huán)境和產(chǎn)業(yè)價(jià)值鏈關(guān)系,并結(jié)合用戶需求模型的相關(guān)理論,揭示出用戶接收與技術(shù)擴(kuò)散模式的可行性。論證采用戰(zhàn)略管理、管理經(jīng)濟(jì)學(xué)和營銷管理學(xué)相關(guān)理論,剖析手機(jī)視頻在當(dāng)前背景下的挑戰(zhàn)以及對(duì)應(yīng)的問題解決策略,為中國移動(dòng)手機(jī)視頻業(yè)務(wù)后續(xù)運(yùn)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(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626

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本文編號(hào)：2019771