The Profit Pattern Choice And Realization Strategy Of Guangdong Mobile Television Media Co. LTD

Along with the violent development of broadcast television digitization swift and the development of wide band of Mobile communication increment service , the broadcasting television network moves the communications network the fusion further to intensify, the Guangdong Mobile Television Media(GTM) , the direct operation of "the T-DMB handset television" to take "two nets fusions" of the cutting edge, stood to this flood tide crest of wave crest. How to rapidly found the feasible profit pattern in this value system which is not yet the completely bright new domain to construct most is suitable, and implement it, becomes the suspends topic that put in front of the GTM.This article has analyzed the handset television market and the profession present situation, embarked from the profit pattern theory foundation, has studied the profit pattern foundation of the broadcast and television industry and telecom industry , summarized the similar service pattern to be possible to profit from the experience, and through the analysis of the inside and outside environment of GTM, proposed the choice of Guangdong T-DMB handset television project profit pattern. This article believed that, the theory of "the value chain" should be the foundation of the handset television project profit pattern , with the company interior coordination effect and all quarters strategy alliance coordination effect function under the industrial chain, receives three primarily items of profit by spends based on user's reception of TV, by revenue based on the program advertizing as well as based on the terminal sale to construct the basic profit pattern system.This article also analysis the handset television market and in the consumer behavior foundation, proposes the concrete of implementation strategy in view of the three big services of handset television.