| The information age means the transmission of information put forward new demands, China's industrial policy also requires network operators must quickly adapt to the inevitable trend of triple play, in the context of such a society, more and more cable operators to choose interactive television as a whole conversion of digital TV products.Video on demand is the primary concern of the interactive television business, Within the industry experts and scholars are often studied from the perspective of the media to elaborate the law of development of the business. However, from the business point of view, interactive TV on-demand should be classified as enterprises in the existing business on an innovative product. Innovative products from the enterprise project management point of view to study the product rule. but this innovation has changed the traditional TV viewing habits, in the marketing risks faced by more complex reason, because there is a big difference with the traditional operations,that may lead to the project make ends meet the risk is growing. These factors have prompted marketers, researchers and practical management theory and practice more and more emphasis on interactive TV on-demand cable market risk management program.This paper begins by describing the risk and risk management related to theoretical knowledge, scholars at home and abroad risk management framework for the study based on the summary of interactive TV on-demand cable market risks in the project definition, composition and characteristics. Cable brief overview of interactive TV on-demand project,Through three-dimensional one dimension, analyzing the impact of market risk factors, established risk factors index system and fuzzy comprehensive evaluation of the demand level of the project to evaluate the market risk rating and eventually become a cable network in the project when the project decision-making and risk control The scientific basis. Finally through concrete examples and analysis of the impact of market-on-demand project risk factors, evaluation of the degree of risk on-demand project and proposed on-demand project's market risk management measures to prevent and reduce the project's market risk, Right to carry out interactive TV on-demand cable projects cable operators to provide a reference for the actual operation.. |
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