【作者】 刘茜；

【导师】 姜英；

【作者基本信息】 四川大学 ， 新闻学， 2007， 硕士

【摘要】 随着整体平移的全面推进，我国有线数字电视发展取得阶段性的成果，逐渐步入“后平移时代”。与国外在模拟时代就存在付费电视运营模式的情况不同，我国的付费频道是随着数字电视技术的发展而诞生的；所以整体平移不仅仅是对有线数字电视系统做全面的数字化升级。探索适应我国订户市场现状的付费电视运营模式也应该是整体平移的题中之意。从诞生之日起，我国的付费频道就是以市场主体的身份参与市场竞争的。它不仅要面对付费频道体系内近一百二十余个频道的竞争，还要面对体系外具有较强资金实力的传统开路频道发起的“生存保卫战”；而境外频道已经虎视眈眈，采用各种途径侵入观众的视野。事实上，广大订户对有线数字付费频道并不满意。一是订户没有养成付费收视的习惯；二是付费频道节目内容不具备吸引力。用“在夹缝中求生存”来描述我国有线数字付费频道的处境实在恰当不过了。我国付费电视市场运营困境具体表现为订户数量少，市场份额增长缓慢，尚难支撑起整个付费电视产业；在“垄断竞争”的市场格局中，频道开办、集成和运营机构的自主定价能力不够，难以形成“局部垄断利润”。笔者深感在这样的历史时期，探索付费频道的生存之道意义重大。目前为止，国内虽然有不少关于数字电视的著作和文章，但基本上还停留在对数字电视现状的调查和对整体转换模式的探讨，如黄升民等编写的《中国数字电视报告(2005)》，国内理论界还没有对付费频道的运营进行系统化的专题研究。近来，国内也引进了不少关于国外数字电视运营的译作，如艾伦-格里菲思的《数字电视战略》，但是正如前面所言，我国付费电视的发展进程和环境与国外不同，不能照搬国外的运营模式；实务界需要能够解决我国付费频道所遇困境的针对性研究。在这样的研究背景下，笔者将“我国付费频道”作为研究对象，采用实证分析与规范分析相结合的方法，探索我国付费频道困境突围的方法。实证分析强调在研究过程中，不包含主观的价值判断，关注事实；通过对数据和图表的恰当分析，得出客观的结论。如果说实证分析需要说明“是什么”；那么规范分析则希望说明“应该是什么”。笔者综合运用了两种研究方法：实证分析为规范分析提供了有力的支持，成为规范分析的现实基础；规范分析则是对实证结果的具体应用。在研究过程中，笔者借鉴了国外付费电视的运营经验，并结合自己在付费频道一线营销中积累的经验，提出了我国付费频道困境突围之道——品牌化生存的论点。品牌就是要在某些方式下能将它和用于满足相同需求的其他产品或者服务区别开来的特性。这种“区别”包括产品功能层面的“有形”特性和观念层面的“无形”特性。有线数字付费频道品牌化的过程就是要赋予其一种品牌所具有的功能层面和观念层面的特性，让它具备品牌所具有的这种“差异化”的能力：一方面要将频道的专业化运营落到实处；另一方面要以付费频道专业化定位为基础建立起全套的品牌管理体系。事实上，频道品牌化的能力是通过订户的反应体现出来的。频道品牌化能力的大小则是通过频道的品牌资产的大小体现出来。品牌资产是附加在产品和服务上的价值。这一价值(频道的品牌资产)通过影响订户的认知——提高或降低订户价值，提升或降低订户的满意度和忠诚度——来促成或阻碍其购买行动，从而改变市场格局。所以，在进行付费频道的运营过程中，必须将品牌化的理念内化到付费频道订户价值生成的全过程——订户价值的选择，提供和传播——才可能真正做到频道专业化和品牌管理体系的全面形成，从而塑造差异化的竞争优势。基于这样的理论体系，笔者建构了付费电视订户价值传递模型，将品牌化的过程具化到了付费频道订户价值传递的全过程：订户价值选择环节是付费频道实现品牌化的核心环节。在订户价值的选择过程中，笔者引入了“STP”的战略定位模型，为付费频道品牌化的实现寻求其较之竞争者在功能和观念层面的差异性。订户价值提供环节是品牌化的基础。在频道定位的基础上，实现频道内容的订制与采购，制定恰当的价格体系，同时建立销售渠道和服务渠道。订户价值的传播环节是品牌化的关键。在这一环节要帮助订户建立起以品牌认知和品牌形象为基础的品牌知识结构，需要从品牌元素的选择与设计，营销活动的策划与执行，品牌联想三个方面下手做好各项工作，从而使品牌资产不断增值，使品牌溢价成为可能。如果能将这三个环节在实际运营中有效结合，不仅能够解决“付费节目缺乏吸引力”和“市场推广力度不够”的问题；还能通过品牌资产的积累实现品牌溢价，从而使付费频道在垄断竞争市场结构中形成“局部垄断利润”，真正实现付费频道的品牌化突围。更多还原

【Abstract】 Along with the digitization of the whole Cable TV networks comprehensive advancement, our wired digital television development yields the gradual result. Different from overseas pay television operated in the analog TV times, our pay channel is born along with the digital television technology development. Therefore, the digitization of the whole Cable TV networks not only makes the comprehensive digitized promotion to the wired digital television system, but also explore pay TV operation pattern that adapts our subscriber market.Dated from the birth, our pay channels have participated in the market competition by the market main body status. They not only must face nearly 120 pay channels’ competition, but also must face "the survival security war" of the analog channel.The oversea channels invade audience’s market by any way. In fact, the general subscribers are not satisfied with DTV. Firstly, subscribers don’t like to pay any to the DTV; Secondly, the content of DTV has no attraction. Our pay channel "strives for the survival in the crevice".The low quantity of subscribers, whose market share grows slow, is difficult to support the DTV industry. In the "monopoly competition" market pattern, the operation organizations of DTV can’t control the price, and difficultly form "the partial monopoly profit".The author deeply felt the exploration of pay TV survival important. At present, there are many works and articles about the digital television, but they basically also pause in to the digital television present situation investigation, like Huang Shengmin’s "the China Digital television Report (2,005)", the domestic theory field does no systematized research about the operation about pay TV. There are many translated works about the operation of DTV, such as "Digital television Strategy"; but because of the difference, our DTV cannot use the oversea operation pattern with no change. The development of our DTV needs solving-way to meet the difficulty of survival.Under such research background, the author take "our pay channel" as the research object and explore how to break through the difficulty, using the real diagnosis analysis and the standard analysis. There is the objective conclusion with the chart sign appropriate analysis, and no subjective value judgement in the real diagnosis analysis. If the real diagnosis analysis must explain "what it is"; Then the standard analysis hoped to explain "what it should be ".The real diagnosis analysis provides the powerful support for the standard analysis; The standard analysis is the concrete application of the real diagnosis result.In the research process, the author proposed the argument that our pay TV should the road - brand survival, which from the oversea experience and myself domestic experience accumulated in the pay TV ’ marketing.The brand , with "visible" and "invisible" characteristics, can help the product distinguish from others. The brand process of wired pay channel include two things: the specialized operation and the brand management system.In fact, the brand ability of pay TV is manifests through the subscriber response. And its brand ability is measured by brand property which is the attachment in the product and the service value. This value (its brand property) changes the market pattern through influencing subscriber cognition.Therefore, operators should put the brand idea into the entire process of subscriber value production-subscriber value choice, provides and disseminates. That will truly achieves channels’ specialization and the brand management system comprehensive formation, thus molds the difference competitive advantage. Based on such theory system, the author constructed a "subscriber value transmission model", which makes the brand process unify with the subscriber value transmission:’The subscriber value choice’ is the core of its brand realization. In the subscriber value choice process, the author has introduced the strategic model "STP", which helps pay channels seek difference, compared with the competitor , in the function and the idea."The subscriber value providing’ is the brand foundation. In the localization, operator should do content ordering, formulates the appropriate price system, and simultaneously establishes the marketing channel and the service channel.’The subscriber value dissemination’ is the brand key. It helps the subscriber to establish the brand cognition and the brand image as the foundation brand knowledge structure. There are three aspects: the brand element choice and design, marketing activity planning with the execution, the brand associates; thus makes the brand property unceasingly to rise, causes the brand premium possibly.If, in the actual operation , the these three links can be made the effective union, not only can solve the two question: "paid program without attraction "and "market introduction dynamics is insufficient"; Also can realize brand premium through the brand property accumulation, thus causes them to form "the partial monopoly profit" in the monopoly competitive market structure. And the paid channels can road-brand survival.更多还原