试论我国数字付费电视节目的消费需求

Research on the Consumer Demand for Pay Digital TV Programs in China

从数字付费电视产品节目出发,利用经济学理论,对消费者群体特征、消费习惯和偏好、产品价格及替代性产品进行分析。结论是,我国数字付费电视的消费需求是潜在的,目前我国数字付费电视市场低迷,从内在原因看,与节目具有很强的替代性、节目推广的简单化和互动服务不足有较大的关系。

Is there consumer demand for pay digital TV programs currently in China? From the product angle of pay digital TV program and with the use of the economic theory, this essay analyses the characters of consuming public, consumer's habits and preference, product price and the substitutes for these programs. It asserts that the market of pay digital TV programs is slack at the present stage in China though there will be potential consumer demand. The internal reason is largely related with the extensive substitution for such programs and the simplification in the program advertising as well as the lack of interactive services.