生存还是消亡?——手机电视商业运营的产业价值链模式分析

Survival or Extinction?——Mobile TV Commercial Operation of the Industry Value Chain Model

整合手机与电视功能的手机电视是移动互联时代的新媒介,改变了媒介与电信的对抗性竞争关系,要提供完整的手机电视服务,建立商业营运模式,则须以战略联盟的理念为发展利基,形成既合作又竞争的关系。本文从产业价值链观点思考,探讨基于媒介和电信战略联盟的手机电视商业运营模式。以广播或电信业者为主导的单一商业模式,不能最佳地发挥手机电视的价值。基于产业价值链的手机电视商业运营的广播通信整合模式,是手机电视完整的营运模式,也是整合程度最高的模式。电信、媒介主导与辅助的角色互补,以竞合关系共同发展手机电视产业价值体系。

Mobile TV is a kind of new media in internet era, which changes the relationship between media and telecom- munication from adversary to competition and cooperation. In the mobile TV industry, the broadcast and the telecommunication are key industries which should develop the business model of the mobile TV and receive mutual benefit as strategic alliance. The research is to discuss the business model of the mobile TV on the industry value chain view. The telecommunication trans- mission model or the broadcast model, a single model couldnt provide the best value of mobile TV business model. The broad- cast- telecommunication integration business model is the most complete and integrated one in mobile TV industry develop- ment. The leading and complementary role between the media and telecommunication, which would create mobile TV industry value development with cooperation relation as strategic alliance is the important goal.