上海电信IPTV发展策略研究.pdf-硕士论文.pdf

上海交通大学
硕士学位论文
上海电信IPTV发展策略研究
姓名:姚赟
申请学位级别:硕士
专业:工商管理
指导教师:邹礼瑞
20090111
上海电信 IPTV 发展策略研究

摘要
国内宽带网络发展速度逐渐放缓,IPTV 被电信运营商视作新的利润
增长点。可是 IPTV 的发展却面临用户规模、增值内容匮乏、产业链不完
善、政策壁垒等种种问题,如何突破这些瓶颈成为电信运营商的新课题。
本文先从 IPTV 的基本概念和上海电信 IPTV 业务发展现状入手,结
合国内外 IPTV 市场与发展现状,分析了 IPTV 产业发展的经历与运作模
式。其次,针对上海电信 IPTV 发展所处的宏观环境如政策环境、市场规
模、用户需求、利益相关者、相关技术标准进行了深入剖析。第三,作
者运用 SWOT 分析方法分析了上海电信在 IPTV 发展上优势、劣势、机会
和威胁,运用波特五力模型分析了 IPTV 所处的行业竞争状况,并运用博
弈理论分析了系统集成商之间、电信与系统集成商之间的合作可能性,
得出上海电信如何利用产业链的核心地位来理顺产业链的合作策略,并
最终得到上海电信 IPTV 发展策略。
通过研究,作者认为 IPTV 内容管控政策仍旧处于逐步开放状态,尚
难突破政策壁垒;用户规模的扩大依赖于内容需求的丰富性和用户消费
习惯的引导;而产业标准的规范化以及优势互补的产业合作才能吸引利
益相关者一起来完善 IPTV 产业。因此作者认为上海电信 IPTV 发展策略
是:在产业链的合作上,应制定 IPTV 规范标准,促进设备制造商和内容
服务商的良性运作;在内容发展上,应加大与文广的合作力度,实施内
容差异化策略;在政策应对上,应谋求与政府部门的紧密沟通与合作。
关键词:IPTV,电信,发展策略
THE RESEARCH OF SHANGHAI FOR
DEVELOPMENT STRATEGY OF IPTV



ABSTRACT

In the mainland of China, the development of broadband service has
e slow. IPTV is a new source of profits for operators, but there
still some problems existing in this field which include limited scale of users,
lack of value-added services, pleteness of the industrial chain, policy
barriers, etc.
This paper begins with the concept of IPTV and Shanghai ’s
current IPTV business status, analyzing the development and operating
pattern of IPTV in domestic and overseas market. Secondly the author
analyzes macro circumstance of IPTV, which including industrial policy,
market capacity, custumers, stakeholers, industrial chain, technology
standards, etc. Thirdly petition status and oportunity of IPTV for
Shanghai are analyzed by means of the SWOT tool and Michael
Porters Five Forces Model. Game theory is used to discuss the cooperation
probability among system intergration groups, also the cooperation between
they and Shanghai .
The author believes that IPTV policy remains in a state of progressive
opening, policy barriers still exist and hard to breakthough. The expansion