杭州有线数字电视家庭用户市场培育状况的调查研究-新闻学专业论文.docxVIP

【内容摘要】我国数字电视已经由技术性试验阶段进入了商业运营阶段。因此，数字电视产业发展 【内容摘要】 我国数字电视已经由技术性试验阶段进入了商业运营阶段。因此，数字电视产业发展 的主要问题及对策研究是一个具有重要现实意义的热点问题。而在整个产业链中，用户作为 产业链的最后一个环节，实际上决定了数字电视产业链上游各个环节的运作。市场的蛋糕能 做到多大，能抓牢多大规模和多高消费水平的收视群体，将直接关系到数字电视产业的赢利 状况和未来发展。因此，对终端用户的数字电视消费行为进行实证分析。有利于数字电视运 营商更敏锐地对市场变化作出反应，更有效地运用营销技巧，加速数字电视产业的发展。 本文以问卷调查和个案访谈的方式，分别对己安装增强型数字电视、已安装基本型数 字电视以及未安装数字电视三部分电视用户进行了实证定量研究，以期客观准确地认识和考 察杭州数字电视用户市场的现状，尤其是深入调查数字电视用户的个体行为和行为背后的心 理动因，从受众角度廓清杭州数字电视增值服务未来发展的可能性空间，把握其可能的“生 长点”。在此基础上．本着可持续发展的管理学特征，本文提出了引导用户从被动接受转为 主动消费的应因策略。 【关键词】 杭州有线数字电视家庭用户市场调查 AbstractThe Abstract The di西tat Cable W(d磷tal CATV)in our country is nOW evolving from the technology testing phase tO the commercial running phase． Therefore，it is all important realistic focusing issue to identify the main problem during the development of digital CATV and to search for the solution．Meanwhile，the end-users，as the final part ofthe industrial link, actually determine the operation of the whole digital CATV industry．The market p默centage，the scale and level of the consuIners will directly affect the profits and future development of digital CATV industry．As a result,an authentic analysis of the digital CATV end-user consuming behavior is beneficial for the service providers to respond to the market change more a垂lely and to utilize marketing technique more effectively, and will eventually speed up the development ofdigital CATV industry． This article investigates Digital Plus users，Digital Basic users and Non digital TV users by the method of questionnaire research and interviews in order to realize the current condition ofdigital TV consumer market in Hangzhou precisely．The article investigates deeply into digital TV users’individual behavior and psychological motivation behind the behavior especially to know the scope for development of the Hangzhou Digital TV value—added services from the consumer’S angle and grasp the possible growth弦int．Based OR the investigation and the non-stop development feature of Management,this article p