有线数字电视机顶盒市场营销战略研究

华中科技大学硕士学位论文有线数字电视机顶盒市场营销战略研究姓名：杨峰申请学位级别：硕士专业：工商管理指导教师：田志龙20061001IIIAbstractInthelasttwoyears,DigitalcableTVSTBmarketisdevelopingrapidly,anditappearsmanySTBmanufactoriesinshorttime.Fiercecompetitionleadstodifferentrequirementsbetweenoperators.Contentsprovider,coretechnicalproviderandcorechipproviderworksoneachother.Accordingly,thiskindofcooperationhasimportantinfluenceontechniquematurityandapplicationscopeofSTB.ThesefactorsmentionedabovehavecloserelationwiththesurvivalanddevelopmentofSTBmanufactory.Withthemarketsegmentationandmarketingtacticanalysis,thisdissertationadoptsmarketsegmentationtheorytoinvestigatethemarketofdigitalCableTVSTB.ByinvestigationformarketstatusandtrendofdigitalCableTVSTB,theSTBmarketisdividedintotwo-threespecialgroupswiththecomparisonfromadministrationgeography,marketdevelopingtimeandproductdemand.Bymarketsegmentation,STBmanufactoriesselectspecialtargetmarket.Themanufactoriesconcentrateresourcetospecialcustomergroup,makeproductmeettheirspecialrequests,andthengetthat“special”profits.Finally,associatedwiththecases,themarketsegmentationrangeiswelldefinedbydiversity,economicscaleandaccessibleextent.Themarketingstrategychartisformedaccordingtotheenterprisestrategy.Withthemarketsegmentationaspect,thesuggestionisproposedfrom4P,productstrategy,pricestrategypromotionandplacestrategy.Keywords:OperatorDigitalTVSetTopBoxMarketsegmentation111.11.221.33422.1[1][1][2][2]52.26[4]3[4]72-12-1[3][3]82.3[4][5]92.4[4]102-12-12.5[7]112.5.12-22-22.5.2121234567892.5.31)26452)2.5.42.5.5131435[5]3.13.1.115[6]3.1.2[6]163-2[6]322ARPU(averagerevenueperuser)69/1.3/124.4/4.4607080100CAS17ICICCAS6116200631513011295132005[8]3.1.3183-4IC30%ICIC19STIBM3.2203.3213-53-6CAS22[9]23121212thtfipanel1SMSXipanel10ndsipanel19Avit2avit11avit20other3other12other21Irdetoipanel4DVNipanel13MOTOipanel22Avit5avit14avit23other6other15other24DTVIAipanel7Nagraipanel16CANAL+ipanel25Avit8avit17avit26other9other18other27243.43.4.13.4.225(UMTSCDMA2000GSM/GPRS/EDGEWiMAX)(NGNxDSL)(CDN/SAN)20058311988300225090200455.82005630,000199420012200141000100%TCL2627(),()2003“”2834293.53.5.112CAS345234560056571.33.5.2125452001501.3650230OEM3””,43144.14.232414.3334.4SWOT1)2)KBSWOT3455.151121212thtfipanel1SMSXipanel10ndsipanel19Avit2Avit11avit20other3other12other21Irdetoipanel4DVNipanel13MOTOipanel22Avit5avit14avit23other6other15other24DTVIAipanel7Nagraipanel16CANAL+ipanel25Avit8avit17avit26other9other18other27355236375.2385.339545.4404166.1KBKB[10],6.2CASCASTHTFNagrvisionTHTFCAS42NagrvisionNDSDTVIADVNTHTFCASCASDTVIADVNCAS6.3CASTHTFDTVIADVNCAS6.3.1CASCASTHTFDTVIADVN1CASCAS26.3.21543130236010130236.3.36.3.46.3.5446.3.6454647[1]...2003.[2]L,..,2005.[3],,.IBM.[4],,..,2000.[5]..,2006.[6]**.2006..=528.2006[7]...[8]**.2005-2006.,2005[9]**..[10]..,2005.[11]..,1997.[12],..,.[13]...2003[14]..,1997[15]..,2005[16]..,2003[17]..,2001[18]..,2005,(4):36-37[19]..,1996[20].21.,2000[21]..,199848[22]..,2002[23]J,C..:,2000[24]..[25]..(),2001[26]..:,2003[27]..,2005,(6):36-38[28]..:,2000[29]..:,2003[30]El-Ansary,A.I.&Stern,L.W..PowerMeasurementintheDistributionChannel.JournalofMarketingResearch,1972,9(1):47-52[31]Ganesan,S.DeterminantsofLong-TermOrientationinBuyer-sellerRelationships.JournalofMarketing,1994,58(2):1-19[32]P.DavidSheppard.TheNewDirectMarketing.Irwin,1995[33]Whittington.R.ChangeandImplementaritiesinthenewcompetitivelandscape.OrganizationScience,1999,10(15):583-600[34]Goldmann,H.M..Howtowincustomers.PanBooksLtd,1980[35]HaoMa.Anatomyofcompetitiveadvantage.ManagementDecision,1999,37(9):709-808[36]GaryDessler.HumanResourcemanagement.Peking:TsinghuaUniversityPress,2001[37]Heide,J.B.&George,J..DoNormsMatterinMarketingRelationshipsJournalofMarketing,1992,56(2):32-44[38]Goldmann,H.M..Howtowincustomers.PanBooksLtd,1980[39]Philip.Kotler.MarketingManagement.NJ:Prentice-Hall.2000[40]MichaclE.Porter.CompetitiveSrategy:TechniquesforAnalyzingIndustriesandCompetitors,TheFreePress,N.Y.1980:22[41]MichaclE.Porter.CompetitiveAdvantage,TheFreePress,N.Y.1985:15-17[42]RalphW.Jackson,RobertDHisrich.SalesandSalesManagement.7thed.49Prentice-HallInternational,Inc.,2001有线数字电视机顶盒市场营销战略研究作者：杨峰学位授予单位：华中科技大学相似文献(10条)1.期刊论文陈士俊.徐瑞山数字电视网络运营商的产业投资分析-内蒙古农业大学学报（社会科学版）2006,8(2)本文对数字电视网络运营商的产业投资分析,就数字电视网络投资价值、数字电视网络运营产业的投资前景、成本和风险因素、投资项目回报等进行了阐述.2.会议论文曹标用市场的眼睛看数字电视发展2005随着信息技术的发展,广播电视事业也在蓬勃地发展.全国的大型的有线电视运营商,已经基本上完成了前端、传输网络,从模拟向数字化的全面转化.数字电视也逐渐进人们的生活.在我国经济比较发达的地区,如:北京、上海、青岛、杭州、佛山等,有线电视用户可以通过机顶盒收看数字电视、数据广播等业务.由于广电行业对政策方面的因素相对比较敏感,以及地域性经济发展不平衡,数字电视市场发展较为缓慢.本文重要研究内容：1.数字电视发展的现状，2.数字电视发展建议，3.海尔数字电视战略，4.典型案例，5.海尔的其它优势。3.学位论文薛留忠城市数字电视发展模式与竞争策略研究2008数字技术的发展推动了广播电视产业的变革。本文以我国城市数字电视产业的发展为现实背景，以产业组织理论中的双边市场框架为理论基础，采用博弈分析及案例分析方法研究了城市数字电视运营商的发展模式和竞争策略命题，指出了处于产业周期不同阶段的平台运营商可能的发展模式选择，探讨了当城市数字电视平台运营商面临市场竞争时可能采取的价格竞争和非价格竞争策略。首先，本文从市场结构、市场行为和政府规制等角度归纳了针对有线电视产业的研究的经典文献，而后回顾了自然垄断理论和双边市场理论，并将双边市场理论确立为本文的基础研究框架。在此基础上，本文运用标准的产业组织分析框架对世界发达国家的数字电视产业进行了系统剖析，总结了世界发达国家发展数字电视产业的经验，提取了影响数字电视产业的主要因素，并指明了其发展过程中存在的主要问题。为进一步明确研究对象，