| This thesis is based on the overall conversion of Xiamen Digital Cable TV (Digital Cable) and the construction of Xiamen Digital Cable TV interactive television service platform (interactive platform). The thesis focuses on the research of the return on the investment in interactive platform, with the analysis of cable operator services market environment, to come up with a reasonable investment project. In allusion to the prevailing confusion of domestic Cable TV operators, through the environmental analysis of the television and cable operators, the research of viewing habits, and the comparison of services provided by Cable TV operators and Telecommunications operators respectively, this thesis reveals the strategic significance of the overall conversion of Digital Cable TV and the importance of interaction platform for cable operators, advances the development of Cable industry and the interactive business in line with market demands. Finally, analysis of investment projects proposed to implement the interactive platform investment program proposed . The thesis is consisted as follows:Chapter one introduces the background, the significance, the scope, and the methods of this study; also there is a review of the literature.Chapter two analyzes the market environment of the Cable TV operator services and Xiamen Broadcasting & TV networking Ltd, and get the external environment and domestic demand for the construction of interactive platform.Chapter three compares the businesses, the target markets, the advantages and disadvantages of interactive platform of Cable TV operators both in the domestic and oversea market, in order to get a comprehensive understanding of the competitive environment and user needs.Chapter four analyzes the scale and the technology of the interactive platform, calculates the constructing, operating and the investment of the platform, and makes the total investment clear.Chapter five forecasts the price and revenue of interactive television services, and evaluates the two coding schemes for investment in terms of finance.Chapter six analyzes the risks through sensitivity analysis, and evaluates the investment project from the perspective of risk management for bringing external investment and the income divided project. Chapter seven summarize the necessity and feasibility of the constructing of interactive television platform based on the overall analysis, and advances the implement recommendations.Through systemic analysis and research, the thesis gives answers to the problem of Xiamen Digital Cable TV interactive television service platform investment, can be considered as the decision-making reference for the interactive television service platforms of Xiamen Broadcasting & TV networking Ltd. |
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