Study Of Operation Mode And Marketing Strategy Of IPTV

As an interactive multimedia business, IPTV was coming forth and bringing up abundant new train of thoughts for business development and operations. This thesis was hereby written from the Telecom Operator's perspective, using the knowledge and methodology of Management, trying to work out an in-depth and comprehensive analysis for IPTV market.The beginning of the thesis introduces the background of the development of IPTV, as well as the key points of IPTV technologies and types of services. IPTV is more and more becoming a representative business type of "Triple-Play" and Telecommunication industry innovation. Its attributes of "Interactive" and "Broadband" make it have a more bright future, as compared with Digital TV business. Whereas, due to immaturity of current market circumstances in China, IPTV confronts both opportunities and challenges in its way.IPTV's operation is in a complicated market environment, its development relies not only on the technological and political factors, but also on the establishment of a mature Industrial Chain. As far as Telecom Operators are concerned, the position they hold in the Industrial Chain could have big impact on the market development. Hereinafter an analysis of IPTV industry environment of Telecom Operators from multi-angle and multi-layer perspective will be given, by means of the utilization of PEST model, SWOT model, Industrial Chain analyzing and Competitor Analyzing method.There are many business models for IPTV so far. Due to the discrepancy of environments, not all the business models can be applicable for China's domestic market. What's more, conditions vary greatly in the different cities inside China, thus many different models are produced individually. Generally, the obstacle of policy, the difference of customer behaviors and scarcity of contents are the 3 major factors that restrict the development of China's IPTV business. Based on the study and research of the business models, and the collection and consolidation of the forecast data from a number of consultation institutions, a forecast & analysis of yearly subscriber growth will be presented as well.Due to all kinds of limitations and issues so far, IPTV business still has a lot of uncertainties on its way. Therefore, to set up an appropriate business model and development strategy will make big sense to Telecom Operators. In order to make the strategy study purposive, market segmentation and target location were made based on the age and group commonness, and the colligation of Differentiation Strategy, Specialization Strategy and Multiplex Strategy provides diversity to the choice of strategies. Some new theories raised in recent years, such as Blue Ocean Strategy and the Long Tail Theory, which are also very practical in the field of Information and Media, are also used in this thesis.