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论文编号：	2873
作者编号：	2120082443
上传时间：	2010/12/14 10:09:08
中文题目：	三网融合背景下天津广电互动电视商业模式演化与创新
英文题目：	The new evolution and creation of Tianjin interacted Radio＆TV commercial mode under the background of Three Nets Unite
指导老师：	王迎军
中文关键字：	三网融合 互动电视 商业模式
英文关键字：	Three nets Unite, Interactive TV, Commercial Mode
中文摘要：	三网融合概念的提出及进程推进，使得无论对于电信运营商、互联网运营商还是广电运营商来说，其业务发展都将发生巨大变化。这一概念的提出体现了电信网、互联网及广电网的业务融合趋势，代表了信息技术发展的方向。互动电视（IPTV）业务正是在三网融合背景下，广电运营商所需经营的下一代网络内容，相比于广电网所传输的传统电视业务，互动电视业务无论从内容组合还是传输方式都发生了变化，互动电视业务是对传统电视业务的一次根本性的颠覆；同时互动电视业务也将改变广大电视用户传统的收视习惯和消费观念。相比于传统的电视业务，互动电视业务的产业链、价值主张、盈利模式等都发生了变化，这就使得互动电视业务的商业模式不同于现行广电行业的商业模式，适用于互动电视业务的商业模式创新跃然纸上。 本文以Osterwalder关于商业模式构成的9要素理论结合广电行业的自身特性从价值主张、目标消费群体、分销渠道、客户关系、资源配置、核心竞争力、合作伙伴网络、成本结构、盈利模式和宏观环境分析等10个方面对天津广电网络的现行商业模式进行了介绍；同时对三网融合后该10个要素的特征变化及商业模式驱动因素的转化进行了分析，借以论证现行商业模式已经不适合互动电视业务的发展需要，在此基础上，本文从上述10个方面对新的商业模式进行了构建，并结合天津广电网络子公司泰达有线电视网络有限公司的具体案例从组织架构及财务保障两个方面对新商业模式的运行进行了分析。 本文关于适用于互动电视业务商业模式的创新研究是对天津广电网络适应三网融合后业务内容发生和竞争环境发生环境的演练，对于三网融合后新商业模式的构建很有借鉴意义。
英文摘要：	The introduction and processing of Three Nets Unite has made a dramatically change to Telecom operators, Internet companies and cable operators. This concept reflects the integration among telecommunications network, Internet and Radio＆TV business trend, it represents the information technology development direction. Interactive TV (IPTV) business which in Three Nets Unites is required from next generation’s operation. Comparing with the traditional network TV business; the interactive TV business will change the TV viewing habits and the traditional consumption concept. Differ from the traditional TV business, the chain of interactive TV industry, the business value proposition, and the profit pattern has all changed; this makes the interactive TV commercial business model different from the radio＆ television industry business model, and the commercial model which suitable for TV business has come out. This article has introduced Tianjin ten aspects of the current commercial radio＆television networks model based on the 9 elements of Osterwalder constitutes commercial mode, combining with their own features which are value proposition, target consumption group, distribution channel, customer relations, resource allocation and core competitiveness, partner network, cost structure, profit model and the macro environment analysis. In the mean while, And after three nets unite of the 10 factors and features of commercial mode transformation of driving factors were analyzed, the current business model has been demonstrated to interactive TV is not suitable for business development needs. Based on this, this article is instituted the new commercial mode from all above aspects. This article is also analyzed a new commercial mode of organizational structure and financial security which is a mode from the Tianjin Radio and television networks TeDa subsidiary of the cable TV network Co., LTD. This new creative research of applying Interactive TV is an exercise of Tianjin radio＆television networks adaptive three nets after unite occurs and competitive business environment, and this has great reference to the After Unite Institution.
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