摘要：作为在电信部门和广电部门合作下的视频业务，IPTV 出现至今一直承载着网络电视从业者沉甸甸的期望，他们希望借助 IPTV 强大的功能平台实现未来业务战略的转型，为企业带来新的生机。但是 IPTV 的成长离不开丰富的视频内容、健全的运营模式和更多的增值业务，使得IPTV在已经由数字电视占据重要市场的强大压力下举步维艰。本文通过对上海IPTV模式的研究、分析，探索出制约我国IPTV健康发展的原因，并提出了相关有力措施。希望本论文的研究能为我国的IPTV事业作出积极的贡献。
关键词：IPTV；视频内容；运营模式；增值业务
ABSTRACT As in the Department of telecommunication and radio and television departments under the video business, IPTV has been carrying network television practitioners heavy expectations.They hope to use IPTV powerful platform for the realization of the future business strategy in transition, to bring new vitality enterprises.But IPTV’s development is inseparable from the rich video content, sound operation mode and more value-added services, to make IPTV in the digital TV market has occupied the important under strong pressure to step forward dimension difficult.This article through to the Shanghai IPTV pattern research, analysis, to explore the constraints of our country IPTV and healthy development of the cause, and puts forward some effective measures. I hope this study can provide the IPTV of our country and make positive contributions to the cause.
KEY WORDS IPTV；Video content；Operation mode；Value added service
目 录
1 引 言………………………………………………………………………………………………………….. 1
2 IPTV的介绍……………………………………………………………………………………………… 1
2.1 IPTV的定义………………………………………………………………………………………. 1
2.2 IPTV的特点………………………………………………………………………………………. 1
2.3 IPTV发展的时代背景………………………………………………………………………… 2
2.4 IPTV的发展历史……………………………………………………………………………….. 3
2.5 IPTV的发展现状及前景…………………………………………………………………….. 3
2.5.1 从全球看IPTV………………………………………………………………………… 3
2.5.2 从国内看IPTV………………………………………………………………………… 4
3 研究对象及方法………………………………………………………………………………………….. 5
3.1 研究对象…………………………………………………………………………………………… 5
3.2 研究方法…………………………………………………………………………………………… 5
4 问题探析…………………………………………………………………………………………………….. 6
4.1国家相关政策方面的问题…………………………………………………………………… 6
4.2广电和电信双方利益障碍…………………………………………………………………… 6
4.3 IPTV自身方面的问题………………………………………………………………………… 7
4.3.1内容方面………………………………………………………………………………….. 7
4.3.2业务质量方面…………………………………………………………………………… 7
4.3.3平台方面………………………………………………………………………………….. 7
4.4同质化业务竞争激烈………………………………………………………………………….. 7
4.5 网络现状成瓶颈，网络安全亟待解决………………………………………………… 8
4.6消费习惯有待培养……………………………………………………………………………… 9
4.7标准化问题………………………………………………………………………………………… 9
4.8运营模式问题…………………………………………………………………………………….. 9
4.8.1盈利是难题………………………………………………………………………………. 9
4.8.2业务模式产业链直接影响运营模式…………………………………………. 10
5 建言献策…………………………………………………………………………………………………… 10
5.1确保IPTV自身各方面的安全…………………………………………………………… 10
5.1.1保证内容上的安全………………………………………………………………….. 10
5.1.2确保业务安全…………………………………………………………………………. 11
5.1.3力争网络、设备安全………………………………………………………………. 11
5.2同质竞争中立于不败之地…………………………………………………………………. 11
5.2.1加强与上海电信部门的宽带业务合作，形成良性互动…………….. 11
5.2.2以高清业务为基础，优化收费模式…………………………………………. 11
5.2.3合理定价，培养消费习惯……………………………………………………….. 11
5.2.4加强与节目提供商的合作，做到内容为王………………………………. 12
5.2.5形成开放性的产业链合作模式………………………………………………… 12
5.3致力于标准化建设……………………………………………………………………………. 12
5.4三网融合下，构建增值业务策略………………………………………………………. 12
5.5创新业务、营销模式………………………………………………………………………… 13
5.5.1 在业务合作模式上…………………………………………………………………. 13
5.5.2在营销模式上…………………………………………………………………………. 13
5.6健全利益分配机制……………………………………………………………………………. 13
5.7借鉴国外成功经验，实现规模化效益……………………………………………….. 13
6.结语…………………………………………………………………………………………………………… 14
致 谢……………………………………………………………………………………………………………. 15
参考文献………………………………………………………………………………………………………. 15
