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III

摘要
中国移动是国内规模最大的通信运营商，但是受限于相关政策，一直没有取得固网运营
牌照，直到第三次行业重组，至此中国移动才进入“全业务”运营时代。随着三网融合等一系
列利好政策发布后，中国移动近年来用户规模发展迅速，尤其是家庭市场规模实现大爆发，
同竞争对手相比，从落后跟随到逐渐实现齐头并进。J移动公司地处富庶的长三角一带，公司
收入和利润一直位居集团前列，同时 J移动公司勇于创新业务模式，属于最早开展家庭业务
探索的省公司。其中，互联网电视业务作为家庭市场的一项重要业务，承担着巩固个人市场
的使命和为家庭市场创造新的利润增长点的目标。在电信行业产品和业务发展过程中，快速
提升产品竞争力有多种有效因素，其中客户满意度是非常关键的因素。因此，为了促进电视
健康稳健的发展，如何有效提高互联网电视客户满意度的研究显得十分必要和重要。
本文以 J移动公司省内互联网电视（后文中统一简称“J移动电视”）业务用户为研究对
象，构建出标准的客户满意度模型，并对 J移动电视的满意度进行了调查。论文参考相关调
研的标准，选取普遍用户群体作为研究对象，根据实际情况拓展出研究细节和权重。在调研
过程中，通过电话外呼或短信推送的方式分发问卷，并对问卷结果进行数据分析，识别出问
题并进行分类。分析出拉低满意度的原因，并有的放矢的给出提高 J移动电视业务客户满意
度的措施。
这将促进 J移动电视业务的满意度提升和 J移动电视业务的稳健发展，同时也对中国移
动各省电视业务发展有一定的参考意义。
关键词:互联网电视，满意度模型，满意度提升，优劣势分析方法
IV

Abstract
China Mobile is the largest operator in China, but due to relevant policies, it has not obtained a fixed-line
operation license until the third industry reorganization, at which time China Mobile has entered the era of
"full service" operation. Following the release of a series of favorable policies such as the convergence of the
three networks, China Mobile has developed rapidly in recent years in terms of user scale, especially in the
home market. Compared with its competitors, it has gone from being behind to gradually moving forward. J
Mobile is located in the prosperous Yangtze River Delta. The company's revenue and profits have always
been in the forefront of the group. At the same time, J Mobile has the courage to innovate business models
and is the earliest provincial company to explore family business. Among them, the OTT TV business, as an
important business in the home market, undertakes the mission of consolidating the personal market and the
goal of creating new profit growth points for the home market. In the process of product and business
development in the telecommunications industry, there are many effective factors to quickly improve product
competitiveness, of which customer satisfaction is a very critical factor. Therefore, in order to promote the
healthy and stable development of TV, research on how to effectively improve OTT TV customer satisfaction
is very necessary and important.
This article takes OTT TV service users in the province of J Mobile (hereinafter referred to as "J Mobile
TV") as the research object, constructs a standard customer satisfaction model, and investigates the
satisfaction of J Mobile TV. The paper refers to the relevant research standards, selects general user groups as
the research object, and expands the research details and weights according to the actual situation. During the
survey process, the questionnaire was distributed through hotline or SMS push, and the results of the
questionnaire were analyzed to identify and classify the problem. Further analyze the reasons for lower
satisfaction, and give targeted measures to improve customer satisfaction of J mobile TV services.
This will promote the satisfaction of J mobile TV business and the steady development of J mobile TV
business, and it will also have a certain reference significance for the development of China mobile TV
business.
Key words：OTT TV, user satisfaction, questionnaire survey, satisfaction improvement,SWOT analysis
method
V
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