本文运用管理学知识,系统分析论述中国网通内蒙古分公司lP下V系统工程建 设的可行性IPTV(InternetProtoeolTelevision)系统具有高投入!高风险!高 产出!盈利周期长!涉及运营人员多等特点,其建设需要综合考虑各个方面的因素, 具有非常大的难度和挑战性研究IPTV的发展战略和建设的可行性,对中国网通 内蒙古分公司充分挖掘!利用自身优势,增强核心竞争能力,提高盈利能力,具有 较大的现实意义 本文从业界IPTV开展环境分析入手,运用SWZH分析法!建模分析法和组合 分析法等多种手段,分析IPTV商业模式下的客户需求!业务需求,并据此提出了 lpTV的商业模型和价值链运营模型,然后在此商业模式下从技术和商业两个角度 来详细论证中国网通内蒙古分公司开展IP下V工程的可行性,最后综合分析论述中 国网通内蒙古分公司IPTV系统工程的建设 希望本文通过系统的分析!论述得出的见解独到而中肯,对于研究IPTV的相 关战略战术具有一定的借鉴意义,对后期IPTV系统工程的实施和运营具有重要的 指导意义 关键词:IPTV商业模型产业链经济评价 少StudyofFeasibilityofbuildingIPTVsysteminInner MongoliaCNC ABSTRACT ThisthesisdiseussedthefeasibilityofbuildingIPTVsystemininner Mongolia,byusingseveralmanagementtheories.BuildingIPTVneedsthinkof manyessentialfeetors,suehashighinPut,highrisk,highrePayete.Ifyou sueeeedatend,youeangethighoutPutfromit.IPTVresearehneedtoconjoint withindustrializationofTV,teleeommunication,SPICP,50it,5diffieultand ehallengingeertainly.It,5meaningformakingfulluseofadvantagesand enhaneingeoreeomPeteneestoresearchFeasibilityofIPTVbuilding.This researehdiseussedeomPetitiveenvironmentofinllerMongolia,analyzeditby usingsuehmethodsofSWZHanalysis,systemanalysisandPortfolioanalysis. Aimingattheeharaetersofreseareh,thisresearehPutfo阴ardthreestrategie ProieCts.ThefirstProjeet15toexPlainthereasonofbuildingIPTVsystem.The seeondProjeet15toeooPeratewithfeasibilityofteehnology.ThethirdProieet15 toutilizeventureeaPitaltobuildingIPTVsystem.Afterevaluatingthethree Projeetsbysuitability,feasibilityandaeeePtability,analyzingtheProieetswith AnalytiehierarehyProeess,theseeondProjeetwaseonfirmedtheoPtimum. KEYWORDS:FeasibilityofbuildingIPTV,CMS,CDN.目录 第一章绪论 lpTV产业现状及建设意义........................................................1 .1全球!PTV发展现状和趋势.......,..........................................1 .2国内lp丁V产业发展现状............................................................3 .3对固网运营商的意义.......................3 2本文研究目的..............................#......4 第二章IPTV系统商业模式分析,..........................................5 2.1客户分析........................................................................................5 2.1.1!pTV业务成功运营的因素.......................................................5 2.1.2谁是客户....................................................................................5 2.1.3客户需要什么.............................................................................6 2.1.4如何获取客户价值......................................................................6 2.2业务分析........................................................................................7 2.2.1IP丁V业务的分类........................................................................7 2.2.2初期发展重点:基本业务..........................................................8 2.2.3成熟期发展重点:增值业务......................................................8 2.31pTV商业模型和产业链运营模型...........................................9 2.3.11pTV商业模型分析....................................................................9 2.3.2!pTV产业链构成......................................................................11 2.3.31PTV产业链运营模型分析.......................................................13 第三章中国网通内蒙古分公司!PTV技术可行性分析./,.15 中国网通内蒙古分公司全区承载网分析.............................15 .llP骨干网现状..........................................................................153. 3. 3. 2城域网现状..............................................................................15 3IP丁V业务对承载网的业务需求...............................................16 4承载网的承载能力分析............................................................16 3.2运营支撑系统分析....................................................................17 3.3内容分发系统分析........................17 3.4机顶盒技术分析....................................#18 第四章中国网通内蒙古分公司IPTv商业可行性分析.0,.18 4.1市场推广分析.............................................................................18 4.1.1运营牌照..................................................................................18 4.1.2业务推广策略...........................................................................19 4.1.3品牌策略..................................................................................19 4.1.4定价策略..................................................................................19 4.1.5收费方式..................................................................................20 4.2经济支出分析.............................................................................20 4.2.1经济评价标准............................................................................20 4.2.2基础数据的预测和取定............................................................20 4.2.3财务评价..................................................................................21 4.2.4敏感性分析...............................................................................22 第五章综合结论..............................................................................22 致谢..........................................................................................................23