DirecTV公司发展战略案例分析与对我国卫星行业的启示.pdf

Abstract Abstract Since 1990s, the digital compression-major digital television technology has developed rapidly, among which, the maturity of the Direct-To-Home （DTH ）technology drew the most attention. Nowadays, there are more than 30 countries and districts developing Direct Broadcasting Satellite Service in the world. Among them, the operation of America and Europe are most mature. The thesis focuses on the oldest and biggest Direct Broadcasting Satellite Television System DirecTV, and analyses its developing strategy, resources construction and marketing management. The thesis also analyses the chances and challenges that Chinese satellites management marketing facing, clarifies its advantages and disadvantages. The thesis borrows the successful experience of DirecTV, fitting it in the reality of the Chinese satellites marketing operation, in order to propose constructive advices and reasonable prediction for the development of Chinese satellites industry in the future. It offers beneficial reference for the decision makers of Chinese satellites enterprises. Keywords Direct-To-Home （DTH ） marketing operation management DirecTV Chinese satellites enterprises II 目 录 目 录 第 1 章 绪 论····················································································································1 1.1 研究目的 ·············································································································