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华北水利水电学院毕业论文分类号编号华北水利水电学院NorthChinaInstituteofWaterConservancyandHydroelectricPower毕业论文题目中国电信IPTV业务郑州市场推广策划学院管理与经济学院专业市场营销姓名XXXX学号2007XXXX指导教师XXXXX2011年5月19日华北水利水电学院毕业论文I中国电信IPTV业务郑州市场推广策划摘要：近年来，通信和信息技术的迅速发展，使得三网合一成为可能，推动不同运营商跨业务经营成为可能，而IPTV就成为实现三网合一最重要的手段之一。此时，传统的电话固网运营商由于业务量和收入降低，正在寻找新的增长点，他们把IPTV看成是增加收入一个重要的机遇，并且暗中布局。但是由于政策障碍，内容和带宽的限制，盈利模式和商业模式不确定等因素使得参与各方没有形成相对完整的营销战略，因此造成IPTV的前景很难预料，本文就从在电话固网运营商之一的中国电信的角度论述运营IPTV的营销战略问题。本文分为八个部分，主要内容有：研究意义、整体思路和方法；三网融合简介及发展历程；中国IPTV市场分析，包括IPTV业务介绍、网络架构和技术体系、宽带市场分析和郑州市有线电视媒体发展状况；IPTV发展趋势预测；IPTV市场环境分析；中国电信发展IPTV业务面临的SWOT分析；IPTV营销策略组合；最后给出了结论。关键词：郑州市场，电信运营商，IPTV，营销策略华北水利水电学院毕业论文IIChinaTelecom'sIPTVbusinessmarketingplaninzhengzhouAbstract:Inrecentyears,communicationsandinformationtechnologyisdevelopingrapidly,makingitpossibletotripleplay,andpromotebusinessacrossdifferentoperatorsaspossibleandtoachievetriple-playIPTVhasbecomeoneofthemostimportantmeans.Atthispoint,thetraditionalfixed-linephoneoperatorsreducedthevolumeofbusinessandrevenue,arelookingforanewgrowthpoint,theyIPTVasanimportantopportunitytoincreaserevenueandsecretlylayout.However,duetopolicybarriers,contentandbandwidthrestrictions,profitmodelandbusinessmodeluncertaintiesandotherfactorsmakethepartiesinvolveddonotformarelativelycompletemarketingstrategy,thuscreatingtheprospectofIPTVisdifficulttopredict,thisfixed-linetelephoneoperatortostandChinaTelecom,oneoftheoperationalpointofviewonIPTVmarketingstrategy.Thisarticleisdividedintoeightparts,themaincontentsinclude:significanceofthisstudy,theoverallideasandmethods;tripleplayintroductionanddevelopmentprocess;theChineseIPTVmarketanalysis,includingtheIPTVbusiness,Networkarchitectureandtechnologysystem,thebroadbandmarketanalysisandZhengzhouCityCableTVmediadevelopment;IPTVDevelopmentTrends;IPTVmarketanalysis;ChinaTelecomtodevelopIPTVservicesandopportunitiesfacingthestrengthsandweaknessesandthreats;IPTVmarketingmix;finallygivestheconclusion.Keywords:Zhengzhoumarket,Telecomoperators,IPTV,MarketingStrategy华北水利水电学院毕业论文目录摘要：......................................................................IAbstract...................................................................II1前言.....................................................................11.1背景..................................................................11.2意义..................................................................12中国电信IPTV市场分析....................................................22.1IPTV业务介绍..........................................................22.1.1IPTV的概念........................................................22.1.2IPTV网络架构及主要技术体系........................................22.2IPTV发展基础---宽带IP发展状况........................................32.2.1中国互联网、宽带市场发展概况......................................32.2.2郑州宽带市场发展状况..............................................42.3郑州市场现有电视媒体发展情况..........................................43IPTV产业的发展趋势预测...................................................53.1IPTV国内市场发展状况..................................................53.2IPTV国内发展预测......................................................53.3IPTV郑州市场需求分析..................................................63.3.1IPTV消费群体特征分析..............................................63.3.2消费群体需求分析..................................................64IPTV业务所面临的市场环境分析.............................................74.1宏观环境分析..........................................................74.1.1政策环境..........................................................74.1.2技术环境..........................................................74.2行业内竞争环境分析....................................................84.2.1供应商分析........................................................84.2.2同行业竞争者分析..................................................9华北水利水电学院毕业论文4.2.3主要替代品的分析.................................................104.2.4潜在进入者分析...................................................114.2.5购买者分析.......................................................115中国电信拓展IPTV业务SWOT分析...........................................126IPTV业务营销策略........................................................136.1市场细分和市场定位...................................................136.1.1市场细分.........................................................136.1.2目标市场选择.....................................................156.1.3市场定位.........................................................156.2IPTV业务推广营销策略组合.............................................156.2.1产品（服务）策略.................................................166.2.2品牌策略.........................................................166.2.3IPTV业务定价策略.................................................166.2.4IPTV推广分销策略.................................................176.2.5IPTV业务沟通策略.................................................177预算与控制...............................................................187.1营销计划控制.........................................................187.1.1广告推广活动控制.................................................187.1.2人员控制.........................................................187.2预算控制...