南京云媒体电视的创新扩散策略研究

【作者】 钱磊；

【导师】 郑江淮；

【作者基本信息】 南京大学 ， 工商管理（专业学位）， 2014， 硕士

【摘要】 我国经济结构转型,随之而来政府主导的三网融合已经展开,电信网、互联网和广电网开始传输相同业务,市场竞争显现,广电网络行业纷纷推出自己的竞争性产品,争夺通信行业的市场份额。对于技术创新和产品创新,国内学者越来越多的研究到创新扩散理论,同时电信等通信产品作为研究对象也很普遍,而江苏有线南京分公司推出的云媒体电视本质上是互动电视,与IPTV等产品一样,适用于创新扩散理论。本文将以江苏有线南京分公司的云媒体作为研究对象,利用创新扩散理论,探析云媒体电视的市场扩散对策。文章系统的总结论述了国内外创新扩散理论的研究情况,以罗杰斯的创新扩散理论为基础,综合各方面学者对于该理论的丰富与补充,着重阐述了影响扩散的因素。同时总结了通信行业其他产品的扩散因素的研究成果,进行深入的理论分析后,提出了云媒体电视在市场扩散中的影响因素,并根据公司实际情况对照。就江苏有线南京分公司云媒体电视,从创新扩散的影响因素入手,调研企业现状,找出问题,提出了对策。本文属于应用型论文,就云媒体电视作为广电的技术创新产品,与传统有线电视具有质的飞跃,结合国内外学者就创新扩散理论进行的诸多实证研究以及通信行业产品的实证研究,可以确定云媒体电视具有符合创新扩散理论的特点。就各影响因素与现状的比照分析可以得出,公司在相对优势、采纳者分类、精细化的市场服务以及资费政策方面还没有更多的措施,而在组织创新、薪酬创新等企业内部行为方面先行一步,符合创新扩散理论。因此,提出对公司的建议是要瞄准竞争对手,提升核心竞争力,产品设置要符合市场细分要求以及资费的多样性并简单易懂,同时要建立精细化的市场服务体系。更多还原

【Abstract】 With the transformation of economic structure in our country, the government leads the development of Three Networks Convergence. The same business has been begun to operate among the telecommunication network, the internet and the broadcast network. The competition in the market has begun. The new competitive products have launched for their share of communications industry market. For technological innovation and product innovation, more and more domestic scholars research the innovation diffusion theory. Telecommunications and other communications products at the same time as the research object are also very common. The TV of cloud media in Jiangsu Nanjing branch is essentially interactive TV media, with products such as IPTV, applicable to the innovation diffusion theory. This paper will the TV of cloud media as the research object, using the theory of innovation diffusion, analyzing the market TV of cloud media is diffusion strategies.The thesis systematically summarizes the research status about the innovation diffusion theory research at Domestic and foreign. On the basis of innovation diffusion theory of Rogers, integrated all aspects of scholars for rich and complement the theory, emphatically expounds the factors affecting diffusion. Also summarizing the communications industry diffusion factor in other similar products of research, through in-depth theoretical analysis, proposed the TV of cloud media influence factors of spread in the market, and according to the actual circumstance of the company.From the influence factors of diffusion of innovation, and according to the present status, for the TV of cloud media of Jiangsu Nanjing branch, the thesis find out problems and puts forward the countermeasures.The paper belongs to applied paper. The TV of cloud media is the product of technology innovation in Broadcast television industry. Combined with domestic and foreign scholars on innovation diffusion theory of empirical research and empirical research of the communications industry products, that can determine cloud TV media have conforms to the characteristics of the innovation diffusion theory. Therefore, the advice for company is to aim at the competition, enhance core competitiveness, product set to conform to the requirements of the market segmentation, and the diversity of the charges and easy to understand, at the same time to build a fine market service system.更多还原