本报告以―云视互动电视平台‖为蓝图，在分析电视互动行业现状与趋势的基础上， 首先阐述了云视互动电视平台项目的概况、产品功能，以及项目的承担主体创维公司的 基本情况，构建科学合理的企业管理架构和发展策略，分析了项目的关键技术难点，以 及该项目的组织结构、项目管理模式方法等；接下来综合运用 PEST 分析法、SWOT 分 析法、五力模型分析法等方法综合分析了该项目的宏观环境、竞争态势、行业情况、市 场定位和目标等；通过营销目标的设定，营销方案的制定等，为该项目设定了商业目标 和策划方案。 最后通过投资分析，综合各类目的投入产出情况，并对此项目的投入产出进行预估， 模拟预测出投资收益情况，结合项目可能存在的风险点的识别，制定有效的风险转移和 消除措施，从而形成一个系统的商业计划案。 通过该项目的实施，创维将从传统的电视机制造商，逐步向基于千万级互联网电视 用户的虚拟运营商转型，从原来的只靠电视机+机顶盒硬件销售获益的商业模式向硬件+ 内容+平台+服务的生态价值运营收益转型，通过该项目建立的多屏互动云平台，向用户 提供优质的内容和服务，获取良好的口碑，结合市场营销的手段，达到目标设定的庞大 用户数量，在每个用户使用业务的过程当中，通过长时间的数据积累，形成巨大的数据 资源，通过大数据和云计算的分析，能够为用户提供更加精准的服务，提升用户的 ARPU 值；由于该平台聚集了大规模的活跃用户，并且积累了大量的数据资源以后，该平台除 了可以用于创维的自有业务之外，还可以开放给社会的第三方开发者，在大众创业、万 众创新的时代，为开发者提供创业、创新的舞台。 关键词，多屏互动；创维；云平台；大数据II Abstract In this paper, cloud as interactive TV platform for entrepreneursblueprint, on the basis of analyzing the current situation and trend of TV interactive industry, this paper firstly expounds the general situation of the project, the product function, and the basic situation of Skyworth company of the project, construction into a scientific and rational enterprise structure management and development strategy, analyzes the key technical difficulties of the project, as well as the organizational structure of the project, the project management mode and so on. Next, integrated use of PEST analysis, SWOT analysis method and five forces model analysis methods to analyze the macro environment of the project, competitive situation, industry conditions, market positioning and target. Through the marketing goal setting and development other marketing goal for the project set business goals and planning program. Finally through the investment analysis, synthesis of various types of purpose input-output, and input and output of this project estimated to simulate the predicted return on investment, combined with projects to identify possible risks point to develop effective risk transfer and elimination measures, thereby forming a system of the business plan. Through the implementation of the project, Skyworth will be from the traditional TV manufacturer gradually transition to tens of millions users of Internet TV virtual operator. Ecological economic value from the original TV + set-top box hardware sales benefit business model to hardware + content + platform + service operating earnings transformation.Through the project to establish a multi-screen interactive cloud platform, to provide users with high-quality content and services, and get good reputation, combined with marketing tool to achieve the goal of setting a large number of users. Each user uses the business process, by a long period of data accumulation, forming a huge data resource through big data analytics and cloud computing, to provide users with more accurate service to enhance the ARPU.Because the platform brings together a large-scale active users, and accumulated a lot of data resources, the platform can be used in addition to Skyworth's own business, also can open to third-party developers society, in the popular entrepreneurship the era of innovation, for developers to provide the stage of innovation and entrepreneurship. Keyword: Multi-screen interactive;Skyworth,;Cloud as interactive TV platform; big dataIII 目录 摘要.............................................................................................................................................I Abstract ..................................................................................................................................... II 目录..........................................................................................................................................III 图表目录..................................................................................................................................VI 第一章绪论................................................................................................................................1 1.1 研究的背景................................................................................................................. 1 1.2 研究的意义................................................................................................................. 1 1.3 研究方法..................................................................................................................... 2 1.4 研究内容..................................................................................................................... 3 1.5 研究的框架................................................................................................................. 4 第二章项目及公司概况............................................................................................................5 2.1 项目概况..................................................................................................................... 5 2.1.1 平台提供的内容.................................................................................................. 5 2.1.2 平台提供的服务和应用....................................................................................... 5 2.1.3 增值服务............................................................................................................... 8 2.2 公司概况................................................................................................................... 15 2.3 项目人员及组织结构............................................................................................... 16 2.4 项目的管理模式....................................................................................................... 17 2.5 平台关键技术........................................................................................................... 18 2.5.1 平台总体架构.................................................................................................... 18 2.5.2 聚合和储存........................................................................................................ 19 2.5.3 云同步................................................................................................................ 20 2.5.4 多屏互动技术.................................................................................................... 21 2.5.5 数据挖掘和智能推送........................................................................................ 21 2.5.6 云控制和终端管理............................................................................................ 22 第三章外部环境分析..............................................................................................................25 3.1 宏观环境 PEST 分析................................................................................................ 25 3.1.1 政治环境分析.................................................................................................... 25 3.1.2 经济环境分析.................................................................................................... 25IV 3.1.3 文化环境分析.................................................................................................... 26 3.1.4 技术环境分析.................................................................................................... 27 3.2 五力模型分析........................................................................................................... 28 3.2.1 潜在进入者威胁................................................................................................ 28 3.2.2 替代品的威胁.................................................................................................... 29 3.2.3 顾客议价能力.................................................................................................... 29 3.2.4 供应商议价能力................................................................................................ 30 3.2.5 行业内竞争者.................................................................................................... 30 3.3 外部环境机会与威胁分析....................................................................................... 32 3.3.1 市场机会分析.................................................................................................... 32 3.3.2 市场威胁分析.................................................................................................... 33 第四章企业内部环境分析......................................................................................................35 4.1 企业竞争优势........................................................................................................... 35 4.1.1 优质的客户资源、良好的品牌知名度、强大的市场开拓能力.................... 35 4.1.2 雄厚的研发、管理实力和创新能力................................................................ 35 4.1.3 先进的生产技术和领先的生产能力................................................................ 36 4.1.4 专业化的生产经营、良好的上下游合作........................................................ 37 4.1.5 突出的成本优势，稳定的供应商关系............................................................ 37 4.2 竞争劣势................................................................................................................... 37 4.3 SWOT 矩阵分析........................................................................................................ 38 4.3.1 优势机会(SO) .................................................................................................... 38 4.3.2 劣势机会(WO)................................................................................................... 38 4.3.3 优势威胁(ST)..................................................................................................... 39 4.3.4 劣势威胁(WT) ................................................................................................... 39 4.4 目标市场定位............................................................................................................ 40 第五章云视互动电视平台营销方案......................................................................................42 5.1 营销目标................................................................................................................... 42 5.2 营销策略................................................................................................................... 42 第六章投资预测......................................................................................................................45 6.1 自研并购研究........................................................................................................... 45V 6.2 投入资金及其来源................................................................................................... 46 6.2.1 研发投入............................................................................................................ 46 6.2.2 非研发投入........................................................................................................ 47 6.2.3 营销投入............................................................................................................ 49 6.3 项目财务评价........................................................................................................... 50 6.4 社会收益................................................................................................................... 52 第七章项目风险及应对策略..................................................................................................54 7.1 政策法律风险及应对策略....................................................................................... 54 7.2 经济环境风险及应对策略....................................................................................... 54 7.3 人员流动风险及应对策略....................................................................................... 54 7.4 技术安全风险及应对策略....................................................................................... 54 结论..........................................................................................................................................56