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华中科技大学硕士学位论文我国网络电视产业链构建研究姓名：林洁申请学位级别：硕士专业：工商管理指导教师：杜兰英20051025IIIAbstractWiththedevelopmentofInternetbroadbandapplication,thenewservicemodeofIPTVhasbeencomingintoreality.Howtoconstructapieceofhealthyandperfectindustrialchain?Itwillbeoneofthemostimportantissuesintoday’sChineseIPTVindustrydevelopment.Theresearchofthisthesisisbasedonthemoreandmorepopularityofmediaservice.Fromthestrategicheightofwholeindustrialchainconstruction,itisdedicatedtodiscusshowtocooperateeachotherbetweengovernmentdepartmentandrelativeenterprisesinIPTVindustry,accordingtorealizenotonlytheenterprise’sownself-valueincrementbutalsothecontinualdevelopmentforthewholeIPTVindustry.Firstly,thisthesissetforthitsresearchpurposeandsignificancefollowingtheintroductionofcurrenttheorystatushomeandabroad,whichiscombinedwiththedefinitionofresearchobject.Italsobringsforwardtheresearchprotocolandbrieflyexplainsboththeresearchcontentandresearchmethod.Secondly,thisthesiselaboratesthespecificdefinitionandmeaningofIPTV.Basedonthefullandaccurateinvestigationdataanalysis,itnotonlyanalyzesthecurrentdevelopmentstatusofIPTVindustryandpotentialforecastinthefuture,butalsoclarifiesthenecessityandemergencyforChineseIPTVindustrialchainconstruction.Followingthat,bymakingreferencewiththesuccessfulexperiencesabroad,thispaperputforwardthemaincomponentofdomesticIPTVindustrialchain.Bymeansofcomparisonstudy,itdetailedanalyzestheexistingproblemintheprocessofdomesticIPTVindustrialchainconstructionandfurtherelaboratesthebasicconstructionprincipleaimingtoprovidethetheoryfoundationforgoodindustrialchainestablishment.Then,inthispaper,somekindsofrelevanttheoryandknowledgesuchasfivestrengthmode,valuechain,supplychain,industrialchainandcorecompetitivenessareappliedintheintegratedstudy,andfromwhichtoembarkonconstructionresearchfromthreerespectiveaspectsincludingenterprises,governmentandwholeindustrialchain.Finally,thispaperdemonstratesthestrategicmeaningofIPTVindustrialchainconstructionandsomeissuesthatweneedtofurtherstudy.Keywords:IPTVindustrychainstrategicunionvalueincrement111.1901999“”[1]2VOD1.21.2.1(1)3[2](2)ValueChain.MichaelPorter1985activity[3]4(3)[4]5(4):,,;,();,;,[5](5)2080SCP[6]1.2.26(1)1-11-11-1(2)(3)1-271.31.3.11-31-31.3.218/2345922.12.1.112+[7]2.1.2(VOD)(IM)(1)(2)+-(3)+VOD10(4)(5)2.1.3(1)(VOD)VOD(2)DVDVCRVODVOD[8](3)(4)/(5)(6)(7)/[9]2.220039“”20046“”20055112005527“”――“”2004200410“”32004DSL2M20045“”200UT20012.32006200712PC200412400230010101290128%2005161003720200471.4%2006207006090200563.7%2-133.3206000(1)3078260540870160%221%108%61%020040060080010002004200520062007200800.511.522.513(2)2005161003720200471.4%800031100%(3)(4)3(5)30~40%2.42.4.11999VideoNetworks2-1[10]142-119992001200120022002200220022003200320042.4.2119999VideoNetworksBritishTelecomKingstonCommunications2-22-2KingstonCommunicationsKITDSL199911VideoNetworksHomechoiceDSL19999BritishTelecomYesTVMeshRadio20027KIT20009400200226352Homechoice2000100002002301002000-20022-32-32000200120022003KingstonCommunications9400990070526200VideoNetworks100001500051004600BritishTelecom1004000Total194002490012252148002000194002003713522-21519.444.356.55271.3520102030405060708020002001200220032-22BellCanadaTelus2002SaskTel2002Regina,Saskatchewan800002003SaskTel2003Winnipeg2-42-4TelusDSL2002BellCanadaDirect-to-homesatellite2002SaskTelDSL2002ManitobaTelecomVDSL200332001QwestCommunicationsPhoenixVDSL2502002162-52-5QwestCommunicationQwestChoiceTVVDSL2001AllWestCommunicationsAllWestVidioFiberoptics200212RinggoldTelephoneCompanyNexTVADSL20014DSLDSLMediaPartnersAsiaADSL2,20073%2001PaceDSL4000300SoftbankInternationalYahooJapanBbcableTVDSL2-62-6ShinSatelliteSatellite2001SingTelITV(Trial)ADSL2001(SoftbankBbcableTVADSL2002TCCMinervaIPTelevision2002HiMediaADSL2003ADSL20032.51720031013.BellCanadaRelianceInfocomm20035332003SwisscomMicrosoftTV20041BezeqYESOrcalRiGHTvsoftwaresolutionsStrategyAnalytics200680800StrategyAnalytics2-32.194.538.2314.0220.4430.6106.80%81.70%70.40%45.80%05101520252004200520062007200800.20.40.60.811.22-318(1)(2)PC+(3)(4)(5)1933.1RTC(RinggoldTelephoneCompany)2001RTCADSLRTCADSLRTCRTCRTC3-1RTCRTCRTCRTCRTCRTC200RTCHBORTCVOD203-1RCT3.2[11]RTC3-23-2RCT213.3VOD(1)200410PC“”(2)20152270%10%1-4VOD50(3)CDNMPEG2TS23PC300K-500K1M-1.5M.512K,,(4)(5),,,2004,3.424(1)[4]360(2)-[12]25(3)2644.120042005604-14-14.1.1127219997520032003210(15)3“”“”2004200439200410“”PC283939“”“”PC4.1.21MPEG-210MPEG4MPEG4H.264H.264[13]292“”500700Kbps768KbpsDVD2Mbps512Kbps1MbpsMPEG4800KATM-DSLAMFTTH4.1.3130ARPU2UTUT200520063156335EmailInternetVOD18~25VOD32/4+4DVD/VCDDVD/VCD[14]4-2334-2SP6001000199911200034ATMIPADSLADSL[15]53PC363030%1354.24.2.1[16]364-3/4-1374-1(1)(2)(3)/38(4)(5)(6)STB(7)500800020%9039MP3DVD/CD600~1000(8)4.2.21,,,40[17]24-134414.34.3.1,4.3.2[18]4.3.3(Outsourcing)424.3.4[19],/,4.44.4.1[20]43,,,,(1)(2)(3)4-24-2444.4.24.4.34531234.54.5.1464.5.220084755.1(1)()“.COM”MonTerNetSMSSkypeMSNVoIP48H.264/AVCFCCFMC(2)CDNDRM(3)49(4)50PC2004650002010PC1.820044280ADSL70%ADSL201019400428046%3.520101.28“”5.2,,,,,,,,,,51,,,ARPU,,,52123453,5420051055[1].IPTV.[J].20050