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市場調查報告書
中國數位電視市場分析：2005 年版
CHINA DIGITAL TV 2005
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本報告已在2011年07月19日停止出版。
邁向21世紀 ，電視產業也積極地朝著數位電視的方向發展。
提供中國市場技術、媒體、通訊產業之調查與諮詢服務的 Analysys International，調查與分析中國數位電視市場，並有系統地出版綜合報告書“China Digital Television Industry Development Focus Report 2005”。
此報告書使用包括圖表在內的篇幅，除了說明中國數位電視的現況、環境分析，也探討消費者對數位電視組的需求、運用模式及投資開發的分析等。此報告書的概略架構如下所示。
1. 數位電視產業概要
- 數位電視的概念
- 數位電視的分類
- 數位電視的特徵
- 數位電視的相關概念
- 數位電視市場的現況
2. 數位電視產業的環境分析
- 數位電視產業方針的方向性
- 相關技術的方針與影響
- 相關運用方針與影響
- 投資相關方針與影響
- 數位電視產業的標準技術
- 數位電視產業所使用的主要技術
3. 數位電視用戶裝置的分析
- 數位電視用戶裝置的用戶要素分析
- 數位 STB 的市場需求分析
- 數位 STB 的架構與分類
- STB 企業的開發機會
4. 數位傳播企業的型態分析
- 數位 CATV 商務型態分析
- CATV 產業的構成要素
- 內容製作
- 發送
- 播放
- 流通
- 數位地面傳播站的運用型態分析
- 數位衛星電視取向營運型態分析
- IPTV 的運用型態分析
- 數位電視的運用現況
5. 數位電視產業的開發分析
- 促進要素
- 阻礙要素
- 數位電視的投資分析
- 投資現況
- 伴隨著廣播＆電視產業所導入的數位電視市場的方針
- 多樣投資家的參與
- 投資機會
6. Analysys 的建言
附錄1：調查樣本的背景分析
附錄2：資料收集方法與方法論
圖表
Abstract
Analysys Findings
- Industrial environments
- Chinas digital television market has started, but it is still in the
development stage.
- Since national standards and policies were not issued for quite some time,
the digital television receiver industry has not entered the stage of mass
production. Because of this, no one wants to invest in it, resulting in
tremendous difficulties that are now being faced by the industry. If those
standards are issued before the end of 2005, Chinas digital television
industry will enter a rapid development era from 2006 to 2008. These standards
would cover implementation specifics like Host-Card Separation and digital
transmission technologies.
- The content resources of digital television are in short supply and the
service platform has not been completely established.
Commercial mode
- From examining commercial operation models of cities where digital
television is currently operating, the following features have been
identified. Large cities are intermediately developed and citizens have a
relatively stronger purchasing power. Government plays an important role in
the process of promoting digital television and boosting its development. The
problems of high investment and sluggish returns are addressed by the joint
assumption of investment risk for all parties. In the early stages of market
development, promotion should be stressed but efforts should be take to
minimize its popularity.
- At the same time, some common problems with the development of digital
television have been discovered. The availability of suitable content is the
most important bottleneck to the development of digital television. Current
models of STB sales go against the development of digital television market.
The costs of partnerships are unclear and there are potential disagreements
with the division of the returned benefits. Interactive TV programs are in
short supply. Finally, the digital television industry does not show its
advantages. These problems should be solved as the industry grows and
development proceeds.
User scale and market scale
- In 2004, there were 1,020,000 subscribers of digital television, and in
2005 it is estimated that there will be 5,350,000 home subscribers. The
beginning of an explosive growth trend gradually appears. After this rapid
growth from 2006 to 2007, it is estimated that there will be 50,000,000
residential subscribers of digital television by the end of 2008. The compound
growth rate of digital television subscribers is estimated at 164.6% from 2004
to 2008.
- The number of digital television sets sold from 2004 to 2008 is expected
to exceed 25 million. This has a compounded growth rate of 79.7%. The volume
of digital STBs sold during the same time is expected to exceed 21 million,
reaching a compound growth rate of 126.4%.
Table of Contents
1 Overview of the Digital Television Industry
- 1.1 Concepts of Digital Television
- 1.1.1 Classification of Digital Television
- 1.1.2 Features of Digital Television
- 1.1.3 Concepts Related to Digital Television
- 1.2 Current Situations of Digital Television Markets
- 1.2.1 Current Situations of Global Digital Television Markets
- 1.2.2 Current Situations of Domestic Digital Television Markets
2 Environmental Analysis of the Digital Television Industry
- 2.1 Policy Direction of Digital Television Industry
- 2.1.1 Relevant Technological Policies and Influences
- 2.1.2 Relevant Operational Policies and Influences
- 2.1.3 Investment-related Policies and Influences
- 2.2 Standards of the Digital Television Industry
- 2.3 Major Technologies Applied in the Digital Television Industry
3 Analysis of Digital Television Consumer Devices
- 3.1 User Requirements Analysis of Digital Television Devises
- 3.1.1 Analysis of User's Awareness of Digital Television
- 3.1.2 Features of Users in Purchasing Digital Television Sets
- 3.2 Demand Analysis of Digital STB Market
- 3.2.1 Structure and Classification of Digital STB
- 3.2.2 Development Opportunities for STB Firms
4 Digital TV Operation Pattern Analysis
- 4.1 Digital CATV Carrier Model Analysis
- 4.1.1 Composition of the CATV Industry
- 4.1.2 Contents Creation
- 4.1.3 Circulation
- 4.1.4 Broadcast
- 4.1.5 Distribution
- 4.2 Digital Ground Television Carrier Model Analysis
- 4.2.1 Mobile Television
- 4.2.2 Building Television
- 4.3 Digital Satellite TV Carrier Model Analysis
- 4.4 IPTV Carrier Model Analysis
- 4.4.1 Market Development
- 4.4.2 Structure and Characteristics of the IPTV Industry
- 4.5 Digital Television Carrier Status
- 4.5.1 Separate Introduction of Digital Television Carriers
- 4.5.2 Experimental Summary
5 Study of the Development of the Digital Television Industry
- 5.1 Promoting Factors for the Development of Digital Television
- 5.2 Obstacles to the Development of Digital Television
- 5.3 Capital Investment Analysis of Digital TV
- 5.3.1 Status of Investment
- 5.3.2 Radio and Television Systems gradually Adopt Market Principles
- 5.3.3 All kinds of Investments Entering Ceaselessly
- 5.3.4 Investment Opportunities
6 Analysys Suggestions
- 6.1 Suggestions to SARFT
- 6.2 Suggestions for Network Operators and Managers
Appendix 1: Sample Background Analysis
- 1 Sex Structure
- 2 Age Structure
- 3 Education Status
- 4 Individual Income
Appendix 2: Analysys' Data Collection Process & Methodology
- 1 Overview
- 2 Research Methods of Consumer Market
- 3 Research Methods of Different Types of Markets
- 4 Process and Methodologies of Data Analysis
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