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Research On Value Chain Model Of Mobile TV Based On Network Convergence

Posted on:2012-09-06Degree:DoctorType:Dissertation
Country:ChinaCandidate:R ZhangFull Text:PDF
GTID:1119330335455187Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
Mobile TV provides services of watching video program through digital terrestrial broadcasting network, satellite broadcasting network or mobile network on handheld terminals, which use special OS and video functions, such as cell phone, PDA, MP4 and GPS, etc. At present, mobile TV is usually called cell phone TV or mobile multimedia broadcasting in the industry in China.Mobile TV is the killer application of mobile commerce in the future and also the key entry point of the nation's 3-network convergence strategy. Currently, China's broadcasting industry is facing industrialization reform, telecommunication industry is also undergoing strategic transformation, as an iconic product of industry convergence between broadcasting industry and telecommunication industry, mobile TV naturally becomes the core business fought for by operators of both sides. The features of mobile TV such as diversified realizing methods, network convergence and multi-industry defines the complexity of its value chain model. Currently, the development of mobile TV in China still face various problems, The core issue of above problems is value chain model and business model based on 3-network convergence. From a global point of view, even in Japan and South Korea which have a relatively advanced mobile TV industry, mobile TV value chain model and business model are also in the exploratory stage. Therefore, it has theoretical and practical significance to conduct further study on value chain and business model of mobile TV under this background.To address these issues and the lack of existing research for the important value-added applications of mobile business --mobile TV, based on the theories of network convergence, coopetition, bilateral market and the structural equation models(SEM), this paper first study network convergence and mobile TV development, then establish the coopetition game model of broadcasting and telecommunications industries, establish the the model of bilateral market between mobile TV content providers (CP) and operator, then as the basis for analysis of mobile TV business model and value chain model. Finally, structural equation model is used for empirical analysis and case studies, and make relevant suggestions and countermeasures. Paper are as follows:First, an overview of network convergence and mobile TV development is given. Based on the background of 3-network convergence, analyze the definition of network convergence, the characteristics of 3-network, regulatory status and the development; then the driving force model of mobile TV is given, its driving forces include technical innovation, relaxation of administration and driven demand. Finally, an overview of the development of mobile TV of domestic and international is given.Second, according to the intensity of cooperation and competition, the mobile TV coopetition model is given which including four modes (isolating mode, cooperation mode, competition mode and coopetition-equity mode); then establish the coopetition game model for mobile TV including Stackberg model and Cournot model; respectively, from the same cost structure and different cost structure, the game between the two major operators,broadcasting and telecommunications, is analysied; finally, the coopetition case study about CBC and Wuhan radio and television station is given.Third, the bilateral market characteristics of mobile TV and the characteristics of the content industry is analysied; Based on the bilateral market theory, the Hotelling game model between mobile TV operators and content providers is established; based on the bilateral market features of mobile TV, the development of countermeasures is given for the radio and television oporator which is the content providers and aggregators; finally, the bilateral market case study about Hangzhou huashu company is given.Fourth, from the network convergence, coopetition and bilateral market perspective, the mobile TV value chain model is given; then, the model for the mobile TV business model is given which including four dimensions of organizational design, technology design, service design and financial design.Fifth, the empirical research for mobile TV is carried out which including 10 domestic mobile TV-related enterprises sample. A hypothetical model is established, the questionnaire is designed, then the model and assumptions is validated through structural equation modeling. Verify the factors which impact the coopetition of mobile TV; The factors which impact the coopetition of mobile TV are extracted, including environmental uncertainty, asset specificity, virtual relation and asymmetric partnerships; The environmental uncertainty include technological change, user Demand, regulatory and market structure; Finally, verify the cooperation of mobile TV mobile TV performance.Finally, the paper proposed the countermeasures of mobile TV development; the innovation of research is summarized, and further research and direction to be made is given.
Keywords/Search Tags:Mobile TV, Value chain, Network convergence, Coopetition, Two-sided markets, structural equation modeling (SEM), China mobile multimedia broadcasting (CMMB)
PDF Full Text Request
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