数字视频转换终端(Set Top Box,简称STB),通常称作机顶盒或机上盒,是一个

连接电视与外部信号源的装置,其诞生初期的基本功能是接收电视信号;随着互联网、

卫星等通信技术的发展和应用,无线地面电视、卫星电视、有线电视、OTT电视和互联

网电视之间的概念界定越来越模糊。根据中国产业研究报告网发布的《2011-2015年中

国STB (机顶盒)市场竞争现状及未来前景预测报告》,截至2013年10月中国机顶盒

市场保有量打破2.6亿台,结合我国拥有超4亿模拟电视用户数的现状,行业发展前景

和市场规模似乎相当可观。

但是,由于我国广播电影电视行业监管部门的特殊性,各个广电系统之间因政策导

向、监管能力、广电网络建设背景乃至利益纠葛的巨大差异,造成各个地区流通的机顶

盒所釆用的CA界面、浏览器标准、机顶盒生产厂家都不尽相同,进而使整个国内机顶

盒市场无论从生产厂家到销售网络都变得相当混乱。在如此复杂的行业背景下,作为机

顶盒厂家,如何权衡好硬件生产和软件开发之间的平衡,从自身发展角度考虑,定位市

场、定位服务、定位商业规划,对企业的生存乃至长远发展具有非常重要的意义。

本文通过对机顶盒国内市场现状分析及目前GA公司机顶盒特点的全面剖析,阐明

GA公司在稳固现有市场基础上开拓国外市场的必要性,并着重以开发澳大利亚市场为

目的,探讨GA公司机顶盒在澳大利亚市场开拓的具体思路、策略、方式和步骤;最后

通过以点到面、稳固推进的思路设计行之有效的中长期规划和布局,使GA公司在幵发

新市场的过程中,提升幵发效率、磨练管理水平,稳固新市场基石,以最终达到综合赢

利的目标。

关键字:机顶盒;互联网电视;澳大利亚市场;

第II页
华东理工大学硕士学位论文

GA Company Marketing Strategy of

Set Top Box Services for Australia Market

Abstract

Digital video transmit terminal referred to Set Top Box (STB) or set-top unit (STU), is a

device connected with TV and external Digital Signal, the basic function of this unit is

processing TV signal; However, with the development of the Internet and the Satellite

communication technology, the application of STB branched out to the other field; Wireless

Television,Satellite TV,cable TV,OTT and IPTV were all involved. According to “ STB

Market (2011-2015) Analysis and Forecast Report released by Chinaiir, by October 2013

China STB Market retains the quantity to 260 million,and China has 400 million Analog TV

users, STB are a growing industry and the market scale is quite considerable.

On the other hand, the State Administration of Radio Film and Television in China is

still a special and complex department. The relevant broadcasting departments have huge

difference which is reflected in lots of areas, such as Policy Guidance, Copyright Supervision,

Network Infrastructoe and Profits Distribution. These differences created many problems

which were shown in CA interface design, the browser standard, STB GB and etc. The entire

industry is sliding into chaos. In such a complex background, how to balancing between

Hardware Production and Software Design is quite a poser for a STB Manufacturer. The

business target shall be focus on Market Positioning,Customer Service, Long-term Plan for

the survival and development of enterprises.

In this paper,by analyzing the present China STB market and defining GA company's

STB features, the development of the Australian market is a must-do goal. What to do, how to

do,where to do are key goals of the research in this paper. By discussing about ideas,

strategies, methods and steps of the Australian market development, current business plan and

long-term plan have been came up,in order to achieve profitability.

Keywords: STB ; IPTV; Australian market;