移动运营商开展td-mbms手机义电视业务的应用前景研究.docx

移动运营商开展TD-MBMS手机电视业务的应用前景研究中文摘要 移动运营商开展TD-MBMS手机电视业务的应用前景研究 中文摘要 手机电视业务被认为是继报纸、广播、电视和网络之后的“第五媒体”，该业 务在国外已经广泛开展，但在国内却一直没有发展起来；同时，国内的手机电视的 标准之争也愈演愈烈，TD．MBMS作为在TD．WCDMA技术基础上发展起来的一项 增值业务，是移动运营商唯一可以主导的手机电视标准。本文通过技术对比的方式， 发现目前国内主流手机电视标准各有优缺点，TD．MBMS开展手机电视业务更有相 对优势。本文用SWOT方法分析了TD．MBMS开展手机电视业务的可能性；通过 产业链理论分析了手机电视产业链的各个环节以及影响产业发展的因素；通过调研 报告等二手数据分析手机电视业务的特点和用户消费趋向；根据TD．MBMS的特 点阐述了移动运营商可能开展的业务种类、产业链的构建以及不同发展阶段的运营 策略。进而得出结论：(1)政府主管部门应该各发一张牌照，让用户根据自己的需 要去选择。(2)手机电视的国家标准应尽早出台，可以带动传统电视产业的升级， 并能推动文化创意产业的发展。(3)移动运营商可以利用手机电视业务这个契机， 打造更加成熟的产业链，进而更快的实现业务转型。 关键词：手机电视、移动多媒体广播、TD．MBMS、移动运营商 Study Study of Application Prospect About Mobile Network Operator Developing TD--MBMS Mobile TV ABSTRACT Mobile TV is regarded as the Fifth Media except newspaper,broadcast，TV and Internet．This service was carried out very well abroad．But in China，the amount of mobile TV user is very small．At the same time，there are three mainstream mobile TV standards put forward by broadcast network operator and telecommunication network operator．TD．MBMS is a supplement service standard based on TD—SCDMA technology and only dominant by mobile network operator． Each standard of them has merits and demerits after system comparison．In this thesis，the author tried to analysis the probability of TD—MBMS mobile TV by using SWOT method，the business units and the outside factors of industry chain by using value chain theory,service characteristics of mobile TV and consumption habit of user by secondhand data．The author set forth the service categories，the structure of industry chain and running strategy of mobile TV service．At last．the author drew a conclusion that the government should give every operator a license of running mobile TV and iSSUe the national standard of mobile TV as soon as possible，mobile network operator should upgrade the service by utilizing TD．MBMS mobil e TV KEY WORDS：Mobile TVMobile Multimedia Broadcast，TD-MBMS，Mobile Network Operator 独创性(或创新性)声明 独创性(或创新性)声明 本人声明所呈交的论文是本人在导师指导下进行的研究工作及取得的研究成 果。尽我所知