构建数字电视服务营销竞争优势

Build up the Competitive Advantage of DTV Service Marketing

数字电视服务营销体系及其竞争优势的构建是当前我国数字电视产业发展面临的核心课题,本文在阐述数字电视概念、产业背景基础上,分析了在我国发展数字电视产业的优势条件,并结合竞争优势理论对其进程进行讨论,提出了构建付费电视产业链可持续发展的若干可行性建议。

The competitive advantage of the service marketing of digital television （CASMDT） is the focus of China digital television industry development. This paper starts with illustrating the concept and background information of digital television, and goes on to analyze the favorable environment for promoting DTV development in China. Employing competitive advantage theories, the paper then discusses the agenda of DTV development. After addressing the main problems confronting Chinese Pay TV industry, this paper presents several practical proposals on building a sustainable value chain of Pay TV industry.