工商管理 专业
研究生 代小霖 指导教师 罗元青
摘要：有线电视数字化是整个国家信息化建设的重要组成部分，是国家文化
发展和文化体制改革的重要内容。随着技术的进步，市场的需要，在国家政策的
推动下，各地数字电视的建设也呈现出一片热火朝天的景象。截止 2009 年，中国
数字电视用户市场规模达到 8326 万户，预计到 2015 年，中国数字电视用户市场
规模达到 3.66 亿户左右。CS 公司所在的遂宁市提出 2014 年底，要全面完成全市
有线电视数字化工作
中国有线电视数字化工作在国家既定产业政策的指导下，借鉴先进经验，吸
收有利资源，各地的数字电视业务发展迅猛。到 2005 年年底，全国已经分别杭州、
青岛等城市率先完成了城市用户数字电视的转换工作，四川的绵阳在全省也率先
启动了城市用户的数字电视转换工作，并达到了 10 万户的规模，进入了一个稳定
的增长期
从独家垄断经营，到开放市场面对竞争，广电网络正面临着内忧外患的窘困
本文从 CS 公司数字电视市场环境分析入手，分析 CS 公司的内外环境，包括竞争
对手和自身的内部环境，结合国家的产业政策、数字电视技术发展、市场环境等
因素进行研究，探讨在全新的数字时代数字电视业务的营销战略。运用 SOWT 分析，
对 CS 公司的优势、劣势、机会和威胁进行了比较，然后对 CS 公司在数字电视业
务发展上的营销策略、组织架构、服务管理上存在的问题进行了分析，以帮助 CS
公司找准数字电视业务营销战略，充分发挥有线数字电视网络的优势，扭转劣势，
抓住机会，避免威胁，应对来自欧亿·体育（中国）有限公司内外的竞争，使企业得以稳定发展
本文是运用营销战略相关理论分析了 CS 公司数字电视业务运营策略，通过对
CS 公司竞争战略的研究，利用成熟的理论找出比较可行的应对战略，为 CS 公司
的数字电视业务发展战略提供参考
作为船山文化产业重要内容的 CS 公司数字电视业务，也是打造智慧船山的
重要载体，希望本文的研究对文化产业的发展有可用的借鉴意义，并对众多的区
县级广电网络公司的数字业务发展战略研究有一定的借鉴意义
关键词: 数字电视业务 三网融合 营销战略四川师范大学硕士学位论文 ABSTRACT
The Marketing Strategy Research of Digital TV Business
in CS
Abstract：The digitalization of cable television constitutes not only an important
part of the informatization drive, but also a vital content for the cultural development
and cultural system reform of China. Driven by the technological progress, increasing
market demand and national policies, the development of digital TV is having a boom
across the country. By the end of 2009, the number of digital TV users in China has
amounted to 83.26 million, and this figure is expected to reach 366 million by the 2915.
In Suining city where the CS Company locates, the target of achieving full
digitalization of the cable TVs by the end of 2014 has been set.
Under the guidance of the existing industrial policies, the Chinese has drawn on
the advanced experience and made use of the favorable resources to develop digital TV,
creating a booming scenario in the digital TV business. By the end of 2005, while
cities like Hangzhou and Qingdao have took the lead in completing the upgrading of
the digital TV, Mianyang city of Sichuan province also started this program in an early
manner and had its user number reached one hundred thousand, marking a stable
growth of its digital TV users.
The broadcast television network is faced with both internal and external
difficulties during its transformation form monopoly operation to market-based
competition. This Paper first analyzes the digital TV market environment and the
internal and external environment of the CS Company, including the internal
mechanism and external competitors, and explores the marketing strategy for the
digital TV business in the new digital era by researching on the national policies, the
technological development of the digital TV and the market environment. Using the
SWOT analysis method, a comparative study on the strength, weakness, opportunities
and threats of the CS Company is carried out. The author then rolls out further study on
problems in the marketing strategy, organizational structure and service management,
so as to help the CS Company find proper marketing strategies, give full play to its
strength, overcome its weakness, seize the opportunities, avoid threats, cope with both
internal and external competitions, and ensure the stable development of the company.
This Paper adopts marketing strategy theories and analyzes the operational