【作者】 邓志英；

【导师】 王丽华；

【作者基本信息】 吉林大学 ， 工商管理， 2008， 硕士

【摘要】 本文通过对农村市场的经济情况、政策环境和信息化发展状况的分析,农民对于信息的需求和消费行为分析,确定了农村IPTV业务的市场定位和发展方向,针对调查分析中发现的问题分析了原因并提出了合理化的改进办法。对吉林网通农村IPTV业务进行了SWOT分析。IPTV这个产品本身内容优势非常明显,网通的服务渠道也不是一般公司能够相比的。网通公司还有许多资源可以利用。政策背景也对吉林网通十分有利。主要劣势成本高、投资收益率低,和来自其他运营商和广电的威胁,则可以通过对营销策略进行调整,增加产品竞争力。IPTV业务在农村的发展,不可好高骛远,要从战略的角度考虑,重点考虑占领市场之后可挖掘的市场潜力。从根本上来说,IPTV要提高用户的覆盖面,首先要对产品本身继续提升,改进IPTV的信息服务内容。同时,利用政府的政策,整合多个部门的资源和力量,拓展IPTV的应用。广告市场的潜力才是IPTV未来的盈利方向。更多还原

【Abstract】 With the cell phone popularing, the traditional fixed phone got into trouble. JLCNC has to seek the reforming service as the company’s future. Our country takes highly regarding to the new countryside information, the rural market has the huge potential.The JLCNC faced such opportunity and challenge, considering how to enhance the enterprise’s competitiveness with IPTV . This paper analyzed national correlation policy, and the SWOT model; I offers improvement of IPTV marketing strategy throughout the rural economy and the consumer behavior of farmers.IPTV develops rapidly in foreign countries, Europe, the USA and Hong Kong’s users IPTV users the scale of millions in a few years. IPTV in our country have 4 patterns, Harbin ,shanghai, Hangzhou and Henan. These four patterns have achieved various degree of success under different backgrounds, different market environment. IPTV development in JiLin is a twisty road. JLCNC is the first partner of CCTV.COM after they got the IPTV license. But the project has to be delayed because of intense intervention from JiLin Television Station.In 2007, the Organization Department of the Central Committee carried out tele-education of party members,and they adopted IPTV pattern. This provided an opportunity for a breakthrough. JLCNC cooperated with the Organization Department of the Central Committee of JiLin CPC. JLCNC has made a huge investment to complete tele-education of paty members. And we can develop“Agriculture online”in rural area.The environment of the IPTV development in countryside is radically different from urban market. Telecommunications is going to be strange and new to farmers,and they do not have the requisite ability to adopt new mindsets. The government has put forth a series of policies to promote IT application in countryside.JiLin is a large agriculture province. The farmers live by bleeding and planting. Industrial crops and the farmer’s living habit were characteristic. IT application in rural area is backward. Most farmers were lack of education. The wideband–density is low-level. Farmers always stand in awe of internet. Improving IT application will make the farmers closer to the market. They can get market information at the first time., and they can use this to adjust bleeding and planting,what can help them developing characteristic industry. So that rural residents in Jilin in production can relay on the information in a timely manner to adjust the operating structure, lower production costs, to avoid market risks,maximize revenue,and information will speed up the pace to increase farmers’income.At the same time, the constraints from other operators and JiLin Television Station made that IPTV is difficult to develop. It is necessary to adjust the marketing strategy to increase the competitiveness.In this paper, I applicates SWOT analysis for the development of IPTV in rural area for JLCNC. The content of IPTV is rich and new ,which gives it a big advantage. The farmers who are unaware of internet would never get so much contents. IPTV is easy to mast, all of the users can learn to use it in a short time. Besides these, JLCNC has many products developed for farmers,such as“12316,New Countryside Hotline”.and have accumulated a wealth of experts. The background of IPTV is very favorable . the Organization Department of the Central Committee of JILIN CPC is the leader. They have the ability to unite other department to make full use of the resources,and expand the application. The main disadvantage of IPTV in rural area is high cost,low income,and is difficult to recover the investment.After the above analysis, this paper analyzes proposed ways to improve. The development of IPTV in rural areas could not set our targets too high, from a strategic point of view, the key points of consideration after the market can tap the market potential. According to the analysis, we can see, IPTV lies in the direction of the profitability of advertising rather than user fees, the current status quo can be appropriate for the time being to give up the interest to be in the future. In the early primary task is to increase the coverage of users, first of all to continue to enhance its own products, combined with CNC’s existing resources, improve the IPTV service, enrich the rural Four Seasons, 12316 Topics, Information on Supply and Demand, Labor Market Information and information truly useful for farmers. Secondly, the use of the government’s policy to integrate the various departments of the resources and strength to develop IPTV applications. States have put forward various ministries in rural areas of information: such as the Ministry of Education’s "national primary and secondary schools in rural areas of modern distance education project"; the provincial animal husbandry bureau’s "Sunshine Project Jinmu"; the Ministry of Commerce’s "new rural business information service System works "; Ministry of Science and Technology’s" Spark Program science and technology projects and enriching the people "; proposed by the Ministry of Agriculture, agricultural information," McKinnon works "and the" three-in-one "project; the Ministry of Culture put forward by the" rural cultural information resources sharing Works "and so on. These projects can be integrated with the future of IPTV means. This resource is fully use, IPTV can also use the power of government departments, and expand the application.更多还原