广东电信IPTV业务发展战略研究

华中科技大学硕士学位论文广东电信IPTV业务发展战略研究姓名：严志杰申请学位级别：硕士专业：工商管理指导教师：李顺才20081023I“”“”IPTV“”IPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIIAbstractThe“11thFive-yearPlan”inChinahaspointedoutthat,itisnecessarytostrengthentheconstructionofinformationinfrastructureincludingbroadband,digitaltelevision,thenext-generationinternetandsoon,promotingthe“ThreeNetworkMerge”.TheIPTVTechnologyintegratesalltheadvantagesoftelecommunication,televisionandtheinternet.Itbecomesnotonlythenewbusinessoftelecomindustry,butalsooneofthesolutionstodigitaltelevision.Itcanbeagoodmodetoaccomplishthe“ThreeNetworkMerge”.Thetelecomoperators,asthemainsupplieroftheIPTVservice,mustreasonablystrategizetheservicedevelopmentplan,whichissignificanttopromotetherapidincreasingofIPTVserviceandtransformationoftelecomoperators.SomeconclusionshavebeengivenasfollowsFirst,themarketcurrentsituationandfeaturesofIPTVserviceinChinaandothercountriesarecontrastivelyanalyzedthedifferencebetweenforeigncountriesandbetweendifferentareasinChina.Thepolicyenvironment,economyenvironmentandmarketcompetitionofIPTVservicedevelopment,includingtheexternalenvironment,havebeenanalyzed.Theadvantages,weaknesses,opportunitiesandchallengeoftheservicehavealsobeendefined.Second,thedevelopinghistoryandcurrentsituationoftheGuangdongTelecom’sIPTVserviceisreviewed.Theinternalenvironmentalelementssuchasenterpriseresources,corecompetency,valuechainandsoforthhavebeenconsideredsufficiently.ThecorecompetencyandtheorientationofGuangdongTelecom’sIPTVservicedevelopmentareillustratedinthearticle.Atlast,thestrategicorientationandphasedstrategicaimsoftheGuangdongTelecom’sIPTVservicearebroughtoutbasedonmultiplediagnosisofcurrentsituation.Thestrategicservicedevelopingoptionhasbeenconstructedwithrespectofcontentstrategy,operatingstrategy,marketingstrategyandcompetitionstrategy.Thearticlealsoresearchedtheorganizationstructureandthedutiesofallthedepartmentswhichrelatedtotheservice,inordertoensurethestrategycarriedoutsmoothly.Keywords:IPTVStrategicManagementCoreCompetency111.11.1.1IPInterntProtocol“”“”“”2005“”IPTVInternetProtocolTelevision“”“”IPTV“”[1]IPTV[2]IPTV12+IPTVIPTVIPTVIPTVIPTVIPTV2IPTVIPTV1.1.2IPTVIPTV[3]ARPUAverageRevenusPerUser2000IP20072540083005.2IPTVIPTVARPUTriplePlay50%25%ARPU32IPTVIPTVVoIPVoiceonInterntProtocolIP[4]IPTVMultiplePlayIPTV31.21.2.1IPTVIPTVIPTV1IPTV2CoreCompetencyIPTVBusinessSystemIPTVBusinessSystemIPTVFORCEFORCESWOTSWOT[5]IPTVIPTV4IPTV1.2.2IPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTV1-151-1IPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTV622.1IPTV2.1.1IPTVIPTV2090212001IPTVIPTVInformalTelecoms&Media200712IPTV2006544.11089.220081682.3[6]20052.6200851.1IPTVARPUITPV263.8544.11089.21682.328891411260511005001000150020002005200620072008e0100020003000400050006000IPTVIPTV2-12005-2008IPTVInformaTelecoms&MediaIPTVIPTVIPTVIPTV72.1.2IPTVIPTVIPTVIPTV200797%48.1%33.1%15.8%48.1%3.0%2-2IPTVInformaTelecoms&MediaIPTV0200040006000800010000120001400016000180002005200620072008e2-32005-2008IPTVInformaTelecoms&Media81IPTVIPTV“MaLigneTV”“MaLigneTV”200320071005.87“MaLigneTV”ADSLAsymmetricDigitalSubscriberLineTPSCanal+IPTV20054“”“”IPTVIPTVVODVideoonDemandADSLTPSCanal+CANALSATIPTVIPTVIPTVIPTVIPTV48.0133.7245.7339.11012775879360501001502002503003504002005200620072008e02004006008001000IPTVIPTV2-42005-2008IPTVInformaTelecoms&Media92IPTVIPTV2002Fastweb2002IPTV20056FastwebIPTV19IPTVIPTV[7]Fastweb1999IPTV2007IPTV252.14FastwebIPTVIPTVSkyItalia300SkyItaliaBSkyBIPTV19.520.525.845104115137214051015202530354045502005200620072008e050100150200250IPTVIPTV2-52005-2008IPTVInformaTelecoms&Media103IPTVIPTVIPTV[8]IPTV20015200531.120071486.1831.152.71482266182521721,1770501001502002502005200620072008e0200400600800100012001400IPTVIPTV2-62005-2008IPTVInformaTelecoms&MediaDSL1997DSL12006534020075810200653.4%200556.9%200459.8%200363%IPTVIPTVInformalTelecoms&MediaIPTVIPTV11IPTVAOLGoogleABCIPTVVerizonAT&TATTU-verseDSL[9]AT&TAT&TAuimboSystemsHomezoneAT&T——EchostarAkimboIPTVIPTV4IPTVIPTV2007IPTV75.660%1.76IPTV20039“Now”[10]30IPTV23122006VODHBOESPNChannel[V]50.664.175.684.77411714817601020304050607080902005200620072008e020406080100120140160180200IPTVIPTV2-72005-2008IPTVInformaTelecoms&MediaIPTV2004IPTV2007IPTV39.7200860IPTVMODMediaOnDemand20043VODNCC20075MODMODVODe-LearningMODMODIPTVHinethiChannelhiChannelHiNetICP20013VODhiChannelhiChannel1024.939.762.91617371270102030405060702005200620072008e020406080100120140IPTVIPTV2-82005-2008IPTVInformaTelecoms&Media5IPTVIPTV2007IPTV75.53.6150018.539.775.5157811793617380204060801001201401601802005200620072008e0100200300400500600700800IPTVIPTV2-92005-2008IPTVInformaTelecoms&Media14IPTVYahoo!BBYahoo!BBBBYahoo5003FTTHFiberToTheHomeADSL[11]Yahoo!BB2003BBTVIPTVIPTV2002IPTV20027Yahoo!BBIPTV8IPTVBBTVUTMediaSwitchEPGElectronicProgramGuideNMSNetworkManagementSystemDRMDigitalRightsManagement[12]100IPTVBBTVVODBBTV2.2IPTV2.2.1IPTVIPTV20042007IPTV1182008210100%IPTV1526.755118210480%106%115%78%0501001502002502005200620072008e0%100%200%300%400%500%600%IPTV2-102005-2008IPTVCCIDIPTVIPTV60%[13]IPTV[14]IPTVIPTV1VODIPT