至2014年中,江苏IPTV的用户数已经超过500万,成为全国用户数最多的地方性IPTV
然而,随着宽带业务的快速发展和相关政策的不断利好,江苏IPTV产业并未按照既
定目标持续性高速发展。如何使产业的资源配置更加合理;如何协调市场中参与的各方更
好地合作与盈利,这些都是目前江苏IPTV产业亟待解决的问题
IPTV产业作为近些年兴起的全新产业,它的发展符合了产业发展的动态性、规模性、
需求性等属性。就全世界而言,国内的IPTV产业发展已经处于领先水平。但是在产业发
展战略方面,国内的相关研究稍显不足,本文将从产业战略的角度对江苏的IPTV的发展
进行探究和分析,希望能够填补国内相关研究的部分空白
在产业发展现状分析中,本文探讨了江苏IPTV业务的兴起背景及业务运會镇式和内
容构成。通过对产业链的分析,本文认为只有在江苏广电和江苏电信的双重主导下,各个
环节找准自身定位,合理分工,才能不断的完善江苏IPTV产业链。企业各司其职,优化
资源配置,才能实现共赢局面。然后,从市场结构、市场行为和市场绩效等方面对江苏
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IPTV产业组织进行了具体分析。明确了由于IPTV产业兼具自然垄断和政策垄断的双重
特性,江苏IPTV产业形成了由江苏电信为网络运营商、江苏广电为内容运营商双主导模
式。同时,政策的利好、技术的进步和产业的日趋规模化,使江苏IPTV产业已经具备较
强的盈利能力。提出了在采取宽带绑定模式吸纳用户的同时,也应该积极探索,不断的寻
求新的盈利增长点。这样才能提高用户黏度,实现江苏IPTV产业的可持续盈利
在对外部宏观环境方面探讨时,本文采用PEST分析方法对江苏IPTV产业所处的政
治环境、经济环境、社会环境和技术环境逐一分析。对于内部环境的分析采用了核心竞争
力的理论,通过分析发现江苏IPTV的核心竞争力来源于独有的IP传输网络、强大政策
壁垒、以及丰富的内容资源库
在前面分析和研究的基础上,本文结合内、外两方面的因素进行SWOT分析,得出
不同条件下的应对策略:基于SO层面,我们可以采取利用大数据分析用户行为,对不同
I 用户定制化个性页面的策略;在ST层面上,可以采取丰富业务内容,培养用户付费习惯
等策略;在W0层面,需要明晰企业的角色分工,加强企业间的合作;至于WT策略上,
则可以通过加强内容版权管理,规范内容市场来进行
在对江苏IPTV产业进行内外部环境的分析,同时结合PEST和SWOT等分析模型以
后,本文认为过长的产业链导致投入更大的人力、物力进行协调,政府管控在带来政策利
好的同时一定程度上也限制了 IPTV产业的发展。同时,OTT的强势发展,给江苏IPTV
产业带来了不小的冲击,我们需要改变用户习惯已久的免费模式消费思维。在IPTV产业
的发展道路上扬长避短,紧跟4K、VR/AR等新型技术发展的潮流
结合以上所有分析和研究,本文提出相应的江苏IPTV产业的战略重点,1.明晰企业
分工,整合产业资源;2.加强人才培养,重视产业文化;3.丰富产品内容,提升业务品质;
4.提高创新能力,拓展营销渠道
关键词:IPTV、三网融合、产业发展、战略管理、SOWT分析
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II Analysis on the development strategy of Jiangsu IPTV industry
Postgraduate: Wu XiaoXiong
Tutor: Chen Jian
Southeast University
ABSTRACT
Since 2012, the country to further promote the /7 tri-networks integration policy, Jiangsu
IPTV industry has been rapid development. To 2014, the number of IPTV subscribers in
Jiangsu has more than 5 million, becoming the largest number of local users of IPTV.
However, with the rapid development of broadband services and related policies continue
to benefit, Jiangsu IPTV industry is not in accordance with established goals sustained
high-speed development. How to make the allocation of resources more reasonable; how to
coordinate the participation of the parties in the market better cooperation and profitability,
which are the urgent probleim of Jiangsu IPTV industry to be resolved. -
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IPTV industry as the rise of the new industry in recent years, its development in line with
the industrial development of the dynamic, scale, demand and other attributes. On the world,
the domestic IPTV industry development has been at the leading level. However, in the aspect
of industrial development strategy, the relevant research in China is slightly Tnsufficient. This
paper will explore and analyze the development of IPTV in Jiangsu from the perspective of
industrial strategy, hoping to fill some gaps in domestic research.
In the analysis of the status quo of industrial development, this paper discusses the rise of
Jiangsu IPTV business background and business operation model and content composition.
Through the analysis of the industrial chain, this paper argues that only in Jiangsu Radio and
TV and Jiangsu Telecom under the dual leadership, all aspects of positioning their own
positioning, reasonable division of labor, in order to continuously improve the IPTV industry
chain in Jiangsu. Enterprises perform their duties, optimize the allocation of resources in order
to achieve win-win situation. Then, from the aspects of market structure, market behavior and
market performance, the IPTV industry organization in Jiangsu Province has carried on the
concrete analysis. Clearly due to the IPTV industry both natural monopoly and policy
hi monopoly of the dual characteristics of Jiangsu IPTV industry formed by the Jiangsu Telecom
for network operators, Jiangsu radio and television for the content of the dual-dominant model
operators. At the same time,the policy of good,technological progress and the increasing scale
of the industry, so that the IPTV industry in Jiangsu already have a strong profitability.
Proposed to take a broadband binding mode to absorb the user at the same time,should also
actively explore and constantly seek new profit growth point. So as to improve the user
viscosity, to achieve sustainable earnings in Jiangsu IPTV industry.
In this paper, the PEST analysis method is used to analyze the political environment,
economic environment, social environment and technology environment of Jiangsu IPTV
industry in the view of external macro environment. For the analysis of the internal
environment using the core competitiveness of the theory,through the analysis found that the
core competitiveness of Jiangsu IPTV from a unique IP transmission network,strong policy
barriers’andawealthofcontentresources.
On the basis of the previous analysis and research, this paper combines the internal and
.
external factors SWOT analysis, obtained under different conditions of the response strategy;
based on the SO level, we can take advantage of large data analysis of user behavior,
User-defined personalized page strategy; in the ST level, you can take a wealth of business
content, training user spending habits and other strategies; in the WO level, the need to clarify
the role of the division of business, strengthen cooperation between enterprises; As for the WT
strategy, you can Through the strengthening of content rights management, standard content to
carry out the market.
In the analysis of the internal and external environment of Jiangsu IPTV industry,
combined with PEST and SWOT analysis model, this paper argues that too long industrial
chain leads to the need for greater manpower and material resources to coordinate, while
government control brings good policy to a certain extent, also limits the development of the
IPTV industry. At the same time, OTTfs strong development, to the IPTV industry in Jiangsu
has brought no small impact, we need to change the user&39;s long-standing free mode of consumer
thinking. In the IPTV industry development path to avoid weaknesses, followed by 4K, VR /
AR and other new technology development trend.
Combined with all the above analysis and research, this paper puts forward the
IV corresponding strategic focus of Jiangsu IPTV industry, 1. Clear enterprise division of labor,
integration of industrial resources; 2. Strengthen personnel training,attention to industrial
culture; 3. Rich product content, improve business quality; Improve innovation abil
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