中国电信IPTV市场战略研究

华中科技大学硕士学位论文中国电信IPTV市场战略研究姓名：李箭星申请学位级别：硕士专业：工商管理指导教师：张金隆2006042412216000IPTVIPTVIPIPTVIPTVIPTVSWOTIPTVIPTV3AbstractItis21stcentury,wedon’tcontentwiththeonlyvoicecommunicationservice.Nowweneedvariousservicesincludingvideo,dataandvoicecommunication.Today,chinatelecomoperatorhaverealizedthisissue,andmadethestrategythatisconvertingitselfintoonewholepackageinformationsolutionoperatorfromformernetoperator.Somefamousmachineryintheworldforecastthemarketvolumeisabout$600billion.IPTVjustemergeunderthisbackground,andnowIPTVhavebecomeoneofbesthottopicincommunicationindustry.WhetherIPTVcanpromotetheunitoftheseparatednetsthoseareCablenet,IPnet,PSTN?WhetherIPTVcanbringnewprofitandgreatopportunityfortelecomoperator?WhethergovernmentgivepolicysupporttoIPTV?Allthisneedtimetoprove.ThisthesiscombinetheexperienceofexternalIPTVandinternalIPTV,forecastthefutureofIPTV.Asoneofthecenterofthisindustrychain,Chinatelecomhowlocatethestrategyonthisproduct.Thethesisincludessixchapter.ThefirstchapterintroducethedefineofIPTV,thefunctionofIPTV,theorganizeofIPTVsystem,thengivethequestionwhyIstudy,thereasonisthatIPTVhavegoodfuture.ThesecondchapterfirstlydiscussthebackgroundofIPTVandChinatelecomandanalyzethedevelopmenttrendintheworld,meanwhilepointoutthepolicyisthekeyissueinchinatodevelopIPTVratherthantechnologyissue.ThethirdchapteranalyzethecompetitorsofIPTVandChinatelecomandtheportfolioofoperator,pointoutIPTVmaybethefamousstarproductandithavegoodfuture.ThefourthchaptergiveoutthemarketingstrategyofIPTVbaseontheformerthreechapteranalysisthatisChinatelecomshouldtakecentralizedlowcostmarketingstrategy.ThefifthchapteranalyzetheconsumerbehaviourandmodeofrunIPTVbusiness.ThesixthchaptergivethemarketingtacticsofIPTVincludingtheproductlocation,theadvertisementcampaign,pricetactics,channelsplitandsoon.Keywords:IPTVTelecomoperatorMarketingstrategyInternetvideo611.1InternetprotocoltelevisionvideoIPTV,IPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTV34IPTVIPTVIPTV10IPTVIPTV71.2IPTVIPTVIPIPTVIPTVIPTV+1.3Mb/sDVDIPTVIPIPTVIPTVIPInternetVODIPTV8IPTV1-1IPTV1-1IPTVIPTVIPCALL-CENTREDSLLANIPTV1-205Q406Q2BTVVODEnhancednPVR06Q491-2IPTV1.35IPTVIPTVIPTVIPTVIPTVIPTVIPTVSWOTIPTVIPTVIPTVIPTVIPTV10IPTVIPTV112IPTV2.12.1.13115802002910111415200320042004172002“”2003345“”122003“”IR“2003”50020032.1.2120022200120022003:2003:3134::;5;6142.1.212005GDP9%2004280200320%2IPIP..IPTVxDSL,HFCCableModemGSM/GPRSCDMA2G3GWCDMA,CDMA2000TD-SCDMAIPTV2G2G3G1531GPRSCDMAIX2003;23;164;54WTO172.2IPTV2.1.1IPTVIPTVIPTVIPTVIPTVIPTV2003IPTVIPTV2-3IPTV2-12-22-1IPTV2.1.2IPTVIPTVIPTV2000200320001.94200314.8IPTVIPTV2-22-12-2IPTV182-1IPTV2.1.3IPTVIPTV2002IPTV4TlelusIPTV10IPTVIPTV2003IPTV2-32-42-52-3IPTV192-4IPTV2-5IPTV2.3IPTVStrategyAnalyticsIPTV2006IPTV8080020StrategyAnalytics2-6IPTV200420052006200720082.194.538.2314.0220.44StrategyAnalyticsIPTVIPTV200620082000200410IPTV2-22.194.538.2314.0220.44106.80%81.70%70.40%45.80%05101520252004E2005E2006E2007E2008E00.20.40.60.811.22-2IPTV212.4IPTV2.4.1IPTV2003221IPTV2.4.2IPTVIPTVIPTV2006IPTVIPTV2007IPTVCNNC3630PCPCPC22320TV6000IPTVTV1IPTV22000800031100%IPTV3STB4IPTV5IPTVIPTVIPTV3040%IPTV61IPTVIPTV233IPTVInternetIPTVIPTVIPTVIPTV3.1IPTV(BCG)19601.01.510%()41/242/3/(4)/:ABCDEFGH10%10253-1A()B:C:D:E:InternetF:G:HIPTV;Internet;internet26;IPTV.IPTVIPTVIPTV;IPTV3.2IPTVIPTVIPTVIPTVIPTVUT-VCOMIPTVIPTVIPTVICP1IPTV2IPTVIPTV3IPTVIPTVIPTV427ICPIPTV5IPTV6IPTV83.3IPTVIPTVDVD/VCDDVD/VCDIPTVIPTVIPTV1(EPC)2()3.(PPV)428DVD567Internr89103-2IPTVSP600100029IPTVInternetCableIPTVIPTV3-21IPTV“”“”1999112000IPTV2ATMIPADSLADSLIPTVIPTV330IPTV314IPTV3IPTVIPTVIPTVIPTVIPTVIPTV4.1IPTV4.1.1SWOTSWOT(strength)(weakness)(opportunity)(threats).1:1;;IPTVIPTVIPTV2INTERNET32IPTVInternetADSLLANIPTVIPTV34IPTVIPTVIPTVIPTV2:1233332001WTOVVTO200020%IPTV400IPTV4:1(ONESTOPSHOPPING)2IP()3434.1.2IPTVSWOTIPTV1980354-1(4-1)4-1:123()454.2IPTV4.2.1IPTV36IPTVIPTV1IPTVLANXDSL,2344.2.237:(1);(2)IPTV:1IPTVIPTVIPTVcableIPIPTV2IPTV38395IPTVIPTVIPTVIPTV--IPTV5.15.1.1IPTVIPTV1IPTV35IPTVEmailInternetMIVODTVSMS2IPTV1825IPTVIPTVVOD3IPTV40IPTVIPTV5-1IPTV5.1.2/IPTVIPTV4IPTVIPTVIPTV+STBIPTVIPTV41IPTV5.25.2.1IPTV5-1IPTVIPTVIPTVIPTV600IPTV5-118VOD18-30VODInternet30-45InternetVOD55InternetVOD425-1VODInternetIPTVVOD435.2.2IPTV1600IPTVIPTV600STB200ADSLSTBIPTVIPTVIPTV2123203025++3IPTV445.3IPTVIPTVIPTVIPTVIPTVIPTV90%IPTV123454565-1IPTV46IPTV5.4IPTVIPTVIPTV123IPTV45IPTV46IPTVIPTVIPTV5.5IPTVIPTV1234745.61234485ICP5.7IPTV5.7.1IPTVIPTVPTVIPTVVOIPIMSMSMMS1FLASH2CGCOSPLAY34IPTV567FLASH49891011DVDVDV125.7.21IPTV100100IPTV2IPTVIPTV50IPTV3POPDMIPTVIPTVIPTVIPTVIPTVIPTV///IPTVIPTVIPTV51IPTVIPTVSWOTIPTVIPTVInternerIPTV3GIPTVIPTV5253[1].IPTV.,2005.8(8)[2]..,2005.6(6)[3].IPTV.,2005.4(4)[4].IPTV.,2005(6)[5].IPTV.,2005[6]..,2005(11)[7]Hawkins,D.I...,2003.1[8].IPTV.,2005.8(8)[9]..,2004.2[10]·M·..,2005.7[11]..,2005.8[12]...,1999[13]..,2001[14]..,2002[15]..[16].(2003).2425[17].....,2002[18]...2002.1[19].WTOIT.,2001.9[20],..:,2002.8[21],,..:,1998.10,1154[22],..:,1998.6[23],..:,1999.10,2[24](2002)..:,2002.6[25]()..:,200