摘要
为了研究运营体系改进的对策,对网络电视产业规模、产业链现状进行了定性及定量分析.总结出运营体系现存的问题是对网络电视定位不当和受众指向模糊.提出了三项改进对策,即⑴培养用户的网上支付习惯;⑵推动互补产业发展;⑶分众化传播.因为只有理顺产业链上多方利益,才能形成规模经济和范围经济,促进整个网络电视产业的发展.
The thesis was written to study the strategies to improve operational system of IPTV. It analyzed the industrial scale and the industry chain qualitatively and quantitatively, Two problems in the present operational system were concluded in the thesis： IPTV itself was inappropriately defined; and the target audience was a vague group. Three strategies were summarized, i. e. ： （1）making users accustomed to paying fees online; （2） improving its complementary industries; （3）setting the disseminated group as target audience. The economies of scale and scope won＇t come into being until all the participants in the operational system are benefited, which is inevitable in improving the development of the IPTV industry.
出处
《宁夏工程技术》
CAS
2006年第2期183-186,共4页
Ningxia Engineering Technology
关键词
网络电视
运营体系
分众传播
IPTV
operational system
disseminative communication
