中国电信IPTV业务郑州市场推广策划.doc

分类号 编 号 华北水利水电学院 North China Institute of Water Conservancy and Hydroelectric Power 毕 业 论 文 题目 中国电信IPTV业务 郑州市场推广策划 学 院 管理与经济学院 专 业 市场营销 姓 名 XXXX 学 号 2007XXXX 指导教师 XXXXX 2011年 5月 19日  中国电信IPTV业务郑州市场推广策划 摘要：近年来，通信和信息技术的迅速发展，使得三网合一成为可能，推动不同运营商跨业务经营成为可能，而IPTV就成为实现三网合一最重要的手段之一。此时，传统的电话固网运营商由于业务量和收入降低，正在寻找新的增长点，他们把IPTV看成是增加收入一个重要的机遇，并且暗中布局。但是由于政策障碍，内容和带宽的限制，盈利模式和商业模式不确定等因素使得参与各方没有形成相对完整的营销战略，因此造成IPTV的前景很难预料，本文就从在电话固网运营商之一的中国电信的角度论述运营IPTV的营销战略问题。 本文分为八个部分，主要内容有：研究意义、整体思路和方法；三网融合简介及发展历程；中国IPTV市场分析，包括IPTV业务介绍、网络架构和技术体系、宽带市场分析和郑州市有线电视媒体发展状况；IPTV发展趋势预测；IPTV市场环境分析；中国电信发展IPTV业务面临的SWOT分析；IPTV营销策略组合；最后给出了结论。 关键词：郑州市场，电信运营商，IPTV，营销策略 China Telecoms IPTV business marketing plan in zhengzhou Abstract:In recent years, communications and information technology is developing rapidly, making it possible to triple play, and promote business across different operators as possible and to achieve triple-play IPTV has become one of the most important means. At this point, the traditional fixed-line phone operators reduced the volume of business and revenue, are looking for a new growth point, they IPTV as an important opportunity to increase revenue and secretly layout. However, due to policy barriers, content and bandwidth restrictions, profit model and business model uncertainties and other factors make the parties involved do not form a relatively complete marketing strategy, thus creating the prospect of IPTV is difficult to predict, this fixed-line telephone operator to stand China Telecom, one of the operational point of view on IPTV marketing strategy.? This article is divided into eight parts, the main contents include: significance of this study, the overall ideas and methods; triple play introduction and development process; the Chin