我国手机电视运营模式探析  

Research on Operation Modes of Mobile TV in China

作　　者：陶大坤[1] 

机构地区：[1]南京大学新闻传播学院,江苏南京210093

出　　处：《温州大学学报（社会科学版）》2009年第4期99-104,共6页Journal of Wenzhou University：Social Science Edition

摘　　要：分析了手机电视的运营模式和盈利方式。"广播"模式业务质量有保障、成本低,但盈利方式单一、互动能力弱;"点播"模式发展协调、新业务开发能力强,但业务质量差、频率资源占用多。两者具有很强的关联性和互补性,两者的"整合"模式成本更低、收入来源更广、系统效率更高,是手机电视运营模式的发展方向。The operation modes and profit models of mobile TV were analyzed. The advantages of the mobile TV＇s broadcasting mode are guaranteed service quality and lowed cost. The disadvantages of this mode are the poor interaction with customers and simple profit model. The advantages of the mobile TV＇s on-demand mode are harmonious development and strong marketing ability of new business. But on-demand mode occupies more radio spectrum and has provided less guaranteed services. By comparison, strong relevancy and complementarity could be found. The integration of the two modes could further lower costs, broaden income source and increase the system＇s efficiency. And the integration lightens up the future of mobile TV＇s operation mode.

关 键 词：手机电视 运营模式 盈利方式 

分 类 号：G229[文化科学]