| The paper starts from Mobile TV concept, then introduces the domestic development history and analyzes eight problems faced by Mobile TV business combining with related theory of Business Mode. As a kind of new business, the success of mobile TV business does not just depend on technology, but mainly on the business mode and industrial chain.Therefore, this article focuses on the analysis of business mode and industrial chain of mobile TV business, and appraises the following six kind of business mode:Broadcast & TV+Mobile mode, Mobile+SP Mode, Broadcast Independent Mode, Independent Operator Mode, Independent Operator+Mobile Mode, Broadcast & TV+SP Mode, also makes an assessment upon different weights from seven aspects including health and high efficiency, profitability, future potentiality, not easy imitation, customers'value, resource integration and overcoming disadvantage.Finally, the paper puts forward some suggestions of business mode innovation and design from six points of view including business mode design, value chain and cooperation mode, profit mode, ad development strategy, terminal development strategy and marketing promotion strategy. |
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