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论文编号：	9133
作者编号：	2120152996
上传时间：	2017/6/7 19:37:50
中文题目：	TJ公司数字电视广告平台运营管理改进研究
英文题目：	Improvement Research on Operation Management of Digital TV Advertising Platform of TJ Corporation
指导老师：	严建援
中文关键字：	数字电视广告;服务供应链;供应链管理;质量管理
英文关键字：	Digital Television Advertising;Service Supply Chain;Supply Chain Management;Quality Management
中文摘要：	在“三网融合”的背景下，国内各地广电网络运营商纷纷响应政策，在对传统数字电视业务的技术转型的同时，大力发展其他增值业务。TJ公司作为区域性广电网络公司，对公司的数字电视广告业务给予了极高的重视。近年，技术的发展带来了数字电视广告业务类型的增加，因此TJ公司构建了以广电网络为基础的数字电视广告平台。数字电视广告平台是对多类型广告业务平台的统称，包含了标清数字电视广告、高清单向数字电视广告和互动数字电视广告三种不同类型的广告业务。但由于技术发展的不成熟和传统管理模式带来的系列弊端，新型的广告业务如互动数字电视广告在运营过程中产生了包括广告素材转码质量不达标、各部门之间协调反应不及时等问题。本文通过服务供应链管理及质量管理的相关理论，对以互动数字电视广告为例的TJ公司数字电视广告平台的运营管理进行了分析。首先将数字电视广告平台的日常运营流程代入服务供应链SSCF模型，剖析其管理层次，从而提出管理缺陷。在此基础上提出改进方法以及管理优化措施。随后针对数字电视广告平台日常运营中出现的质量问题，尤其是转码质量不符合标准的问题，从分析客户需求开始，提出数字电视广告平台日常运营的质量改进目标，借助质量功能展开和质量屋模型等质量管理工具，提出质量改进方法，促进TJ公司数字电视广告平台的全面质量管理。鉴于现阶段国内外对于数字电视广告平台相关研究较少，本文结合相关管理理论和案例分析，从实际问题入手，提出相关解决方案，旨在对国内各地广电网络公司的数字电视广告业务运营和发展提出有借鉴性的建议。
英文摘要：	Under the background of ‘Triple Play in Telecommunications’, the domestic broadcast & television network corporations have been developing the value-added services at the time of making the technology transformation of traditional digital television services. As a regional broadcast & television network corporation, TJ Corporation has paid highly attention to theadvertising serviceswhich is based on the digital television network. Therefore, TJ Corporation have established the Digital Television Advertising Platform (DTAP), which is an integration platform containing SDTV advertising services, HDTV advertising services and interactive HDTV advertising services. Nevertheless, due to the immaturity of the new technology and the disadvantages of the traditional management, some problems, including the quality dissatisfaction of advertisement materials and the coordination delay among the various departments, have emerged in the daily operation of these new advertising services, especially those on interactive HDTV. In this paper, the interactive HDTV advertising services, as a representative of DTAP of TJ Corporation，is analyzed by utilizing the theory of service supply chain management and quality management. Firstly, by attaching the daily operation of the DTAPto the SSCF model, analyzing the services management processes of it and finding the defects in management, the improvement methods and optimizing manners can be found. Secondly, in order to dealingwith the quality issues, especially the quality dissatisfaction in advertisement materials’ transcoding, the TQM of DTAP is proposed, by analyzing the customer demands and then taking advantage of the QM tools such as QFD and HOQ model. Since the relevant research of DTAP is quite few, no matter in China or in the world,this paper combines the management theory with the case analysis, and then puts forward the realistic solutions to the problems in the case, aiming to giving helps to the operation of digital television advertising services and the development of the industry.
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