FINALREP of Philips.PPTVIP免费

1ChinaMarketResearchFebruary1999PhilipsBroadbandNetworksFinalReport2PBNChinaMarketResearchBackground&approachPage3~8ThedevelopmentofCATVPage9~18MarketlandscapePage19~35DistributionsystemPage36~38CompetitionPage39~50ThegovernmentpolicyPage51~54TechnologyandImpactPage55~57StrategicissuesPage58~65AgendaAgendaAgendaAgendaAsoneoftheworldleaderofbroadbandaccessnetworks,PBNChinahasachievedUS$10millioninsales.Tofurtherincreaseitsbusiness,PBNChinaisplanninga“30milliondrive”totriplethesalesintheyear2005.Asaresult,thisprojectiscarriedouttohelpPBNChinatounderstandtheChinesemarketandmakerealisticbusinessplansandstrategies.3Background&ApproachBackground&ApproachBackground&ApproachBackground&ApproachPBNChinaMarketResearch4ProductFocusProductFocusBasedonthepresentationgivenbyPhilipsandfollow-upmeetingswithPBNChinamanager,thismarketresearchhasconcentratedonHFCnetworksonlyandtheircomponentsasfollows:Cable:HybridFiberCoaxialNetworksHFCTransmissionEquipment-transmitters-fibernodes-RFamplifiersNetworkManagement-software-serviceBackgroundandapproach5CriticalIssuesCriticalIssuesOurresearchteamhascollectedbothqualitativeandquantitativeinformation/statisticsinordertoaddressthekeyissuesinthefollowingmajorareas:(2)GeneralMarketDistributionCompetition-assesstheoverallChina’sbroadbandmarketsizebypotentialdemand,geographyandsegment,suchashigh-andlow-endmarket,etc.-technicalnetwork-componentissuesregardingfiber/coax,etc.-China’seconomicdevelopmentplansanditsimplicationonoutputanddemandforbroadbandproducts--thedistributionchannelsforlocalcompaniestoselltheirbroadbandproductsinChina-thedistributionchannelsforeignfirms(overseas)selltheirbroadbandproductsintoChina--largeandsignificantlocalfirmscompetinginthisarena,theirlocationandkeycompetitivecharacteristics-foreign-fundedcompaniesbasedinChinacompetinginthisarena,theirlocationandkeycompetitivecharacteristics-overseas-basedforeignfirmscompetinginthearenabyexportingtheirproductsintoChina(2)ThisisprimarilyaresearchtohelpPBNChinacollectinformationandunderstandthemarket.Therewillbelittlebusinessstrategyanalysisasthiswillrequire“sector”specificconsultingprofessionalsatahighercost.ThecriticalissuesabovearebasedontheinformationfromPBN.Background&Approach6GeographicCoverageGeographicCoverageThisresearchprojectwasdesignedtoobtainandprovideinformationonChina’smarketforbroadbandproducts.Toachievethecoverage,wefirstselectedandconductedfieldresearchinapproximately12cities/municipalitiesinthenortheastern,northwestern,central,southwestern,southeasternandeastern/coastalregions.Thesecitieswerechosenbasedonasetofcriteriaduringthefirstphaseofthisprojectbeforethefieldresearch.Background&ApproachNorthwesternNortheasternCentralEasternSouthwesternSoutheastern7TimescheduleofthemarketsurveyTimescheduleofthemarketsurveyTeamtraining:IndustryconferencesandTechnologyexhibitionsTechnicaltraining/briefingbyPhilipstobetterunderstandHFCproductsandit’sfunctionTentativeinterviewsinShanghaiDesktopresearchandcityselection1weekIntervieweetargetandmakeappointment:Broadcasting&FilmbureausProvincialCATVStationsCityCATVStationManufacturersAgentsandDistributorsInstitutionsPost&TelecomAdministrationBureaus2WeeksFieldwork4WeeksDataanalysisandpre-finalpresentation2WeeksAdditionaldataanalysisandresearchFinalreport4Week1WeekFinalreportprepa...