本文从电信运营商积极发展新业务的背景出发，对中国移动通信集团辽
宁有限公司的互联网电视产品——魔百和的业务现状进行了深入的研究。首
先采用 PEST 分析方法，对辽宁移动发展该业务所处的政治、经济、社会及
技术环境等宏观环境进行了分析，随后逐步分析了其所处的市场环境、目标
用户以及内部环境
在充分阐述了业务现状的基础上，本文指出了目前该业务发展中存在的
一些问题，从市场定位策略、技术升级策略、产品开发策略、地域发展策略、
渠道拓展策略和内部管理策略提出了一系列解决方案，并以这些策略为导向，
提出了具体的发展和营销措施，力求从实际出发，有效地解决目前辽宁移动
互联网电视业务发展中存在的问题，促进其未来的进一步发展
关键词：辽宁移动；互联网电视；魔百和哈尔滨工业大学工商管理硕士学位论文
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Abstract
At present, China is undergoing the rapid development of Internet, cable TV
and digital TV is no longer the only choice in family’s living room. China&39;s
Over-the-top TV industry has undergone rapid development in just a few years.
As this industry involves a large number of participants and the technology
threshold is low, many products released by the different participants have
quickly joined the competition of this emerging market. Telecom operators are
facing the challenge of decreased income in voice and short MMS. As the
provider of broadband networks, telecom operators also launched the
Over-the-top TV products to participate in market competition.
Based on the background where the telecom operators are actively
developing new business, this paper conducted in-depth study on the business
status of Mobile Box, an Over-the-top TV product released by Liaoning Branch
of China Mobile Communications Group. Firstly, PEST method was used to
analyze the macro environment of politics, economy, society and technology of
Liaoning Branch. Then analysis was conducted on its market environment, target
users and internal environment.
Based on the sufficient description of current business status, some
problems were pointed out in this paper on the business development, and a
series of solutions were proposed, e.g. market positioning strategy, technology
upgrading strategy, product development strategy, regional development strategy,
channel expansion strategy and internal management strategy. According to the
strategies, the specific development and marketing measures were put forward.
Proceeding from the reality, the practical problems generated in the development
of mobile Over-the-top TV business by Liaoning Branch were effectively solved
to promote its further development in the future.
Keywords: Liaoning Mobile, OTT TV, Mobile Box哈尔滨工业大学工商管理硕士学位论文
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目 录
摘要.....I
Abstract .II
第 1 章 绪论 ...... 1
1.1 研究的背景和意义........... 1
1.2 国内外研究现状 .. 2
1.2.1 国外研究现状 ........... 2
1.2.2 国内研究现状 ........... 4
1.2.3 国内外研究现状评述5
1.3 论文的内容和结构........... 6
第 2 章 辽宁移动互联网电视业务现状和问题分析..... 8
2.1 中国移动通信集团辽宁有限公司及互联网电视业务概况 ......... 8
2.1.1 公司概况 ....... 8
2.1.2 业务概况 ....... 8
2.1.3 商业模式介绍 ..........11
2.2 业务现状发展分析......... 12
2.2.1 发展环境分析 ......... 12
2.2.2 市场环境分析 ......... 14
2.2.3 目标用户分析 ......... 18
2.2.4 内部环境分析 ......... 18
2.3 存在的问题 ........ 20
2.3.1 产品内容不足 ......... 20
2.3.2 宽带能力较弱 ......... 21
2.3.3 营销手段传统渠道单一 ...... 22
2.3.4 综合运营能力需提高 .......... 22
2.4 本章小结23
第 3 章 辽宁移动互联网电视业务发展策略的选择... 24
3.1 市场定位策略 .... 24
3.1.1 产品的生命周期...... 24
3.1.2 产品的战略意义...... 25
3.1.3 产品的市场定位...... 25哈尔滨工业大学工商管理硕士学位论文
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3.2 产品开发策略 .... 26
3.2.1 引进产品内容 ......... 26
3.2.2 提升产品多样性...... 27
3.2.3 合作平台资源方...... 27
3.2.4 拓展企业客户 ......... 28
3.3 技术升级策略 .... 28
3.3.1 基础建设投入 ......... 28
3.3.2 业务系统优化 ......... 29
3.4 地域发展策略 .... 29
3.4.1 地区经济差异化...... 29
3.4.2 抢占城市新区域...... 31
3.4.3 拓展农村市场 ......... 31
3.5 渠道拓展策略 .... 32
3.5.1 促进社会渠道发展 .. 32
3.5.2 线上线下相结合...... 33
3.6 内部管理策略 .... 33
3.6.1 管理制度本地化...... 33
3.6.2 各层面严格管理...... 34
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