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论文编号：	1587
作者编号：	2220081050
上传时间：	2010/6/10 10:32:38
中文题目：	中国电信公司手机媒体经营策略与改进研究
英文题目：	The Study on China Telecom''s Mobile Media Business Strategy and Improvement
指导老师：	张永强
中文关键字：	关键词：中国电信公司 手机媒体 价值链 3G经营策略
英文关键字：	Key word： China Telecom，Mobile Media，The Value Chain，3rd Generations Business Strategy
中文摘要：	随着数字化技术的发展，移动产业和媒体娱乐业日渐融合。移动产业和媒体业的融合使得一个新领域出现，即手机媒体业。这个新领域包含了比以往更多的市场参与者、市场角色和更多的价值创造活动。各种市场参与者都期望在这种竞争中获得最大的利益，使得媒体内容价值链上的各类市场参与者之间形成既互相竞争又彼此合作的新型关系。如何应对来自该领域价值链上的竞合关系，已经给中国电信运营商带来很大的挑战。 本文正是在这样的背景下，探讨中国电信运营商应该采用何种策略和改进措施来应对手机媒体价值链上的竞争与合作关系、向最终用户提供手机媒体内容，从而实现自己在价值链上的最大利益和最大影响力。 论文在阐述手机媒体内容产业的产生背景、发展前景和总体的价值链构成的基础上，逐个分析价值链上各个环节的作业活动特点、市场参与者的实践趋势，以及对中国电信运营商的意义和影响，探讨针对这些环节，中国电信运营商有哪些潜在的策略选择；并通过用户需求的研究，来辨别各不同类别的内容需求特征和变化趋势，以及这些变化对中国电信运营商在策略方面的启示意义；本文还对国际上在手机媒体领域实践起步较早、模式较成熟的运营商的实践经验进行分析和总结，并以价值链分析、用户需求和国际实践经验三方面为基础，结合中国电信运营商在手机媒体领域的业务现状，分析中国电信运营商在该领域的业务实践方面存在的差距和不足，由此得出对中国电信运营商在手机媒体领域的策略建议。 本文的创新点在于，从理论与实际相结合的角度，研究了手机媒体业供应领域的价值链结构、用户需求状况，以及国内外手机媒体业市场参与者的实践经验，并从实际应用的角度，提出了中国电信运营商在手机媒体价值链定位方面的总体思路和方向，并研究了中国电信运营商应该重点关注的手机媒体内容，以及和业务相关的价值链定位方面的策略。
英文摘要：	With the development of digital technology, mobile entertainment industry and the increasing integration of media. Mobile industry and the media industry makes a new field of integration, namely, mobile media industry. This new area contains more than ever, market participants, market roles and more value creation. Various market participants expect to get the most out of this competition Liyi, the value chain to make the media Neirong the various market participants between Shang Xing Cheng Jing Zheng You Bici the mutual cooperation of Xinxingguanji. How should the value chain from the field of competition and cooperation to the Chinese telecom operators have been great challenges. This article is in this context, discussions of China's telecom operators what strategy should be used and improved measures to deal with mobile media value chain, competition and cooperation, to end-users of mobile media content, enabling its value chain the best interests of and maximum impact. Paper described the mobile media content industry in the background, development prospects and the overall value of Chain Composition, based on analysis of the value chain on one by one part of the Zuoyehuodong Gege characteristics, market participants of Shi Jian trends, as well the significance of China's telecom operators and the impact of these sectors, the Chinese telecom operators Strategies What are the potential; and Xu Qiu Tong Guo user research to identify demand for different kinds of content features and changing trends, of these changes on China's telecom operators Celuefangmian of enlightenment; article also international practice in the field of mobile media early start mode operators in more mature analysis and summary of practical experience, and value chain analysis, user needs and international practices in three areas, combined with the Chinese telecom operators in the field of mobile media business status of the Chinese telecom operators in the field of business practice gaps and deficiencies, it follows that the Chinese mobile telecommunications operators in the field of strategy in the media. Innovation of this paper is that theory and practice from the perspective of combining study the areas of supply the mobile phone the media industry value chain structure of the user Xuqiuzhuangkuang, and Guo Neiwai mobile media industry market Can Yuzhe the practice stories and from the perspective of practical applications , put forward China's telecom operators in the mobile media value chain positioning and direction of the general idea and to study the Chinese telecom operators should focus on mobile media content, and related value chains and business positioning strategy.
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