联系我们

论文查询结果	返回搜索

论文编号：	10916
作者编号：	2220160788
上传时间：	2019/6/13 12:03:05
中文题目：	江苏移动A公司OTT TV业务竞争战略研究
英文题目：	Research on OTT TV business competition strategy of Jiangsu Mobile A company
指导老师：	杨俊
中文关键字：	OTT TV;江苏移动;竞争战略
英文关键字：	Jiangsu Mobile;Over The Top TV;Competitive Strategy
中文摘要：	在移动互联网和大数据、云计算等技术快速发展下，互联网规模以及覆盖面不断扩充的背景给予OTT TV产业极大的发展空间。OTT TV产业链复杂，随着用户达到规模化，OTT TV市场价值受到产业链参与者关注，产业链参与者都在努力寻找新的利润增长点，通过拓宽原有业务运营，挖掘OTT TV市场价值。2014年移动集团在一些地区开始规划运营OTT TV业务，经过5年发展，江苏移动的OTT TV业务发展积累一定的用户规模和营销经验。但面对江苏省本地的电信和联通的强力竞争以及OTT TV产业链其他参与者的潜在威胁，江苏移动A 公司必须分析当前企业OTT TV业务经营现状，找到合适的竞争战略，充分发挥自身OTT TV业务优势，形成自身独特竞争力，这样江苏移动A 公司才能打破目前面临的困境，寻求新的发展路径，在激烈的竞争市场分得一杯羹。 本文首先对OTT TV相关国内外文献和战略管理上PEST分析、五力模型和SWOT分析以及竞争战略等理论进行回顾梳理，界定OTT TV概念和构建本文研究框架。其次，在国内外相关文献梳理基础上，结合本文研究的目的，将江苏移动A公司作为研究对象，用PEST理论分析江苏移动A 公司的宏观环境，用五力模型分析其所处行业市场环境，用SWOT理论分析A公司当前的优势、劣势、机会和威胁。最后，根据PEST、五力模型和SWOT对江苏移动A公司分析结果，提出适合江苏移动A公司OTT TV业务的竞争战略，即从内容差异化和服务差异化两个方面来实施差异化战略，并分别从全渠道营销、强化技术能力、完善客户服务管理、加强人才资源管理四个方面，提出江苏移动A公司竞争战略的保障措施。以期可以为江苏移动A公司的OTT TV业务发展提供一些思路，提高其竞争优势，帮助江苏移动A公司整体业务朝着良性方向发展，获得更大的盈利空间。
英文摘要：	With the rapid development of mobile internet, big data, cloud computing and other technologies, the expanding scale and coverage of the internet give OTT TV industry great space for development. The OTT TV industry chain is complex. With the scale of users, the market value of OTT TV has attracted the attention of the participants in the industry chain. The participants in the industry chain are trying to find new profit growth points. By expanding the original business operation, they can tap the market value of OTT TV. In 2014, mobile group began to plan and operate OTT TV business in some areas. After five years of development, Jiangsu Mobile's OTT TV business has accumulated certain user scale and marketing experience. However, facing the strong competition of local telecommunications and unicom in Jiangsu province and the potential threat of other participants in OTT TV industry chain, Jiangsu Mobile A Company must analyze the current situation of OTT TV business operation of enterprises, find appropriate competitive strategies, give full play to its OTT TV business advantages, and form its own unique competitiveness. Only in this way can Jiangsu Mobile A Company break through the current predicament and seek for its own unique competitiveness. New development path, in the fierce competition market share a piece of the cake. Firstly, this paper reviews the theories of PEST analysis, five-force model, SWOT analysis and competitive strategy in OTT TV related literature and strategic management at home and abroad, defines the concept of OTT TV and constructs the research framework of this paper. Secondly, on the basis of literature review at home and abroad, combined with the purpose of this study, Jiangsu Mobile A Company is taken as the research object, the macro-environment of Jiangsu Mobile A Company is analyzed with PEST theory, the industry market environment of Jiangsu Mobile A Company is analyzed with five-force model, and the current advantages, disadvantages, opportunities and threats of A Company are analyzed with SWOT theory. Finally, according to the analysis results of PEST, Five Forces Model and SWOT on Jiangsu Mobile A Company, this paper puts forward the competitive strategy suitable for Jiangsu Mobile A Company OTT TV business, that is, to implement the differentiation strategy from two aspects of content differentiation and service differentiation, and from four aspects of full channel marketing, strengthening technical capacity, improving customer service management and strengthening human resources management, Jiangsu Mobile A Company is proposed. The safeguard measures of competition strategy of Mobile A Company. In order to provide some ideas for the development of OTT TV business of Jiangsu Mobile A Company, improve its competitive advantage, and help the overall business of Jiangsu Mobile A Company develop in a benign direction, so as to obtain more profit space.
查看全文：	预览  下载(下载需要进行登录)