我国数字电视付费频道自推行以来受到了高调的行政推动和学术反应,而与此同时,也存在着一系列的运营问题和尴尬。基于麦肯锡的“4P”营销理论,并根据我国特殊国情,增加考察政策性因素对付费频道的重要影响,即从节目产品、价格、渠道、促销及政策5P方面探索我国数字付费电视的运营途径,以期推动我国数字电视付费频道的健康发展。 Since the launch of digital TV subscription channels in our country, it has received a high-profile administrative promotion and academic response. At the same time, there are a series of operational problems and embarrassment. Based on McKinsey’s marketing theory of “4P ” and based on China’s special national conditions, it is necessary to increase the importance of examining policy-related factors in paying channels. That is, we explore the operation of digital pay TV programs in China from the aspects of program products, prices, channels, promotions and policies Ways to promote the healthy development of digital television channels in China.