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从媒体市场生态演变以及成本与效用关系的角度出发 ,本文分析了数字化电视服务销售观念中一些可能的误区。通过比较替代服务的方法 ,本文说明 ,目前数字化电视服务销售中所宣传的卖点 ,诸如播放质量、选择和互动功能 ,都还不能真正形成市场竞争优势。经营者必须摆脱从产品技术功能出发理解消费需求的角度 ,通过对需求的多种形式的调查研究 ,才可能制定出模拟到数字过渡期的成功的营销战略和策略
From the perspective of the ecological evolution of the media market and the relationship between cost and utility, this article analyzes some possible errors in the concept of digital TV service sales. By comparing alternatives, this article shows that the current selling points of digital television service sales, such as playback quality, choice and interactivity, are not yet truly competitive in the marketplace. Operators must get out of the perspective of consumer demand from the technical function of their products. Through various forms of research on demand, it is possible to formulate successful marketing strategies and strategies for the transition from analogue to digital.