DirecTV公司发展战略案例分析与对我国卫星行业的启示

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1、-------AbstractAbstractSince1990s,thedigitalcompression-majordigitaltelevisiontechnologyhasdevelopedrapidly,amongwhich,thematurityoftheDirect-To-Home（DTH）technologydrewthemostattention.Nowadays,therearemorethan30countriesanddistrictsdevelopingDirectBroadcast

2、ingSatelliteServiceintheworld.Amongthem,theoperationofAmericaandEuropearemostmature.ThethesisfocusesontheoldestandbiggestDirectBroadcastingSatelliteTelevisionSystemDirecTV,andanalysesitsdevelopingstrategy,resourcesconstructionandmarketingmanagement.Thethesis

3、alsoanalysesthechancesandchallengesthatChinesesatellitesmanagementmarketingfacing,clarifiesitsadvantagesanddisadvantages.ThethesisborrowsthesuccessfulexperienceofDirecTV,fittingitintherealityoftheChinesesatellitesmarketingoperation,inordertoproposeconstructi

4、veadvicesandreasonablepredictionforthedevelopmentofChinesesatellitesindustryinthefuture.ItoffersbeneficialreferenceforthedecisionmakersofChinesesatellitesenterprises.KeywordsDirect-To-Home（DTH）marketingoperationmanagementDirecTVChinesesatellitesenterprisesII

5、-----------目录目录第1章绪论····················································································································11.1分析目的··················································································································

6、·11.2分析意义···················································································································21.3分析方法···················································································································2第2章案例背景···

7、·············································································································32.1国际卫星市场环境分析···························································································32.2美国卫星产业和电视运营市场···························

8、·····················································42.2.1发达的美国卫星产业························································································42.2.2竞争激烈的电视运营市场·····················