SVC幸福彩频道项目的发展策略研究

上海交通大学硕士学位论文SVC幸福彩频道项目的发展策略研究姓名：陈凌超申请学位级别：硕士专业：工商管理指导教师：顾海英20070128MBASVC1SVCSiTVSVCSVC20056MBASVC2SWOTSVCMBASVC3THERESEARCHOFSVCLUCKYCHANNELFORDEVELOPMENTALSTRATEGYABSTRACTLuckyChannelwhatthispaperresearchisthefirstTVchannelforlotteryinchina.ThecompanySiTVandSVCestablishedit.Theresearchcandevelopthelotteryinchina,cancollectcapitalinvestinwelfarefund,canincreaseemployment,canincreaserevenue,canbringthesafetoourstateeconomy,canmakethesocietymoreharmonious.ItalsocanincreasethetheoryaboutChineselottery,bringtherightideaforlotterytopeople.LuckyChannelwasstartedinJune2005.Nowitmeetssometrouble,becausethepolicy,thecompetitionamongtheTVchannels,thepoolspectatorandthepoolabilitytoprofit.ThispaperwanttofindsomewaytodeveloptheLuckyChannel.ThispaperfirstlyanalysetherevolutionofTVmedia.ItconsidertheprogramwhatcancommunionbetweenTVchannelandspectator.AndTVlotteryjustcandothis.Secondlyitanalysethetrendofthelotteryintheworld.ItconsiderMBASVC4LuckyChanneldotheTVlotteryisfitforthetrend.Atlast,itanalyseLuckyChannelbySWOT.ItalsousethetheoryofMBA,andmakethestrategyforLuckyChanneltodifferentfromtheothers,designtheprogram,andsuggestchannelshouldusetheprofittofinancing.Thepaper’sconclusionisLuckyChannelshouldmakethedifferencefromtheothers,enhancetheabilityofprofitbydoTVlottery,andusemortagagewhatthechannel’sprofittofinancing.KEYWORDS:SVCLuckyChannel,Lottery,TVLottery,TVChannel,NewMedia200612102006121020061210MBASVC1111.1.1119872004213812223922521080320520034000472.3MBASVC256200619872006280025660001.1.21.1.3“”“”————MBASVC312SVCSVCVSAT1-1SVC1-1SVCFIGURE1-1TheframeworkofSVC.SiTVSVCSiTV123SVC1-2MBASVC41-2FIGURE1-2TheframeworkofLuckyChannel.131.3.11.3.21SWOTMBASVC5234561.3.3SVCSiTVSVCSWOTSWOTMBASVC621200562.1.1151%SiTV2001123120038ISO900120069SiTV100400249%SVC1993VSATVerySmallApertureTerminal“”31.2-2.8VSAT63002SVCMBASVC7VSATSVCVSATVSATSVC19947HollidayInnSVCSVCSVCSCVSVCSVCSVCSVCSVCSVC2.1.22.1.32.1.41MBASVC823456Flash782.1.5LuckyChannelMBA9222.2.120031114()[1]3715290%2.2.22.2.3MBA102.2.4SiTV351635SiTVSiTVSVC3SiTVSVCMBA11313.1.13-1FIGURE3-1TheframeworkofLuckyChannel.3-1IPTVMBA12IPTV3.1.2IPTV12IPTVIP3PC43.1.3200220154005000201020501.510MBA133.1.4[2]3.1.53G[3]1.53.1.5IPTVIPTVMBA143IPTVIPTVIPTVIPTVIPTVIPTVTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVPC3600320%6000IPTVTVIPTVIPTVIPTVIPTVMBA151IPTV2IPTVIPTV3IPTVIPTVIPTVIPTVIPTV4IPTV19962003IPv6IPTV1999826IPTVIPTVIPTVIPTVTVIPIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVMBA1632[4]90[6]90IPTVIPTVMBA174111015016100“”“”————MBA18·188120192619563011990650“”“”IntertotoAILEIntertoto1953AILE1956INTERTOTOIntertotoTotoLottoAILEIntertotoAILE19931019945MBA19“”“”“”424.2.1200293MBA204.2.245%2504-14-1FIGURE4-1ThewesternTVlottery.MBA21SGMDI18494-2FIGURE4-2ThefigureofDealOrNoDeal1100402006943MBA224.3.11619331935“”“”3005060“”——“”LOTO1975“”1975109197651978“”Taco—Tao20005l1986572%19914.3.21836“”“”“”183652119837MBA2312l234l23234134l2421“”4.3.31234——58%15271MBA24215%5%3%7%715153040380181640005%4.3.472532018219781229——3018963MBA251100750515000——21041.52.51994320360440120180“”1008080501402213521444.4.12003MBA262005061248.6%184118841971197819731955MBA274-3FIGURE4-3TheframeworkoftheHongKongJockeyClub4.4.21847MBA2819371962STDM198620012002STDM()｢｣()200635｢｣｢｣#4.4.34580MBA29200340030%198719944.5.1200236030%131%100010%4.5.2MBA30462000200492.52200328653D33D500035000MBA31MBA32SWOTSWOT5-15-1SWOT12SiTV34SVC5SiTV67300123456MBA33123456712345.112SiTV107520020012002928MBA34SiTV20038ISO2000ISO9001ISO2000SiTV34SVCSVC5SiTV5-2SiTV5-220062007200820092010SiTV40010001500200025006.25%10.00%20.00%30.00%35.00%2510030060087575300900180026256.252575150218.756200567MBA355.21SiTV234SiTV565.315-31987-2004MBA365-31987-20041987-2004:19871739.501739.50198837627.7637627.76198938315.6538315.65199064731.2264731.22199177388.0477388.041992137550.03137550.031993184288.52184288.521994179823.77179823.771995573023.46100000673023.461996647521.50120000767521.501997363751.40150000513751.401998631990.40250000881990.4019991044448.504035511447999.502000898847.26911400.41810247.6620011395735.161492928.392888663.5520021679925.252177313.993857239.2420032000569.582013453.284014022.8620042263753.301541963.483805716.7812221030.309160610.5421381640.84MBA370500000100000015000002000000250000030000003500000400000045000001987198819891990199119921993199419951996199719981999200020012002200320045-11987-2004FIGURE5-1TheincomeofChinalotteryin1987-20045-35-1871987200628002562346000“”“”MBA3856IPTV5.4125-4202150517.1%83.2%9.7%MBA395-515005-657.5%39.8%2.4%5-657.55-721.5%19.5%26.5%27.5%43.8%1256.2%MBA4034IPTVMBA41616.1.1.SVCSiTV6.1.2.6-1FIGURE6-1ThecompetitorofLuckyChannel[7]6-1[8]SWOTMBA42SWOT6.1.3MBA43626.2.16.2.2[9]MBA4415-2SiTVSiTVSMGIPTV3Tnet6-1SiTVIPTVIPTV6-1IPTVVOD()2006188.00%1.4434.5620075015.00%7.518010.003.75180.00373.75186.88200810020.00%2048026.6710.00480.00996.67498.33200920030.00%60144080.0030.001440.002990.001495.00201050025.00%1253000166.6762.503000.006229.173114.58()10589.585294.79MBA452346-26-22007200820092010201130,000120,000380,000380,000380000.0010,00030,00050,00050,00050000.00()72.00288.009