系統識別號 | U0002-0603200714020800 |
---|---|
DOI | 10.6846/TKU.2007.01091 |
論文名稱(中文) | 直接競爭廠商進行策略聯盟之研究 |
論文名稱(英文) | A study on strategic partnership among direct competitors |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學研究所企業經營碩士在職專班 |
系所名稱(英文) | Executive Master's Program of Business Administration in Management Sciences |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 95 |
學期 | 1 |
出版年 | 96 |
研究生(中文) | 黃淑珠 |
研究生(英文) | Shu-Chu Huang |
學號 | 792590027 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2007-01-10 |
論文頁數 | 61頁 |
口試委員 |
指導教授
-
李培齊(pclii@mail.tku.edu.tw)
委員 - 陳定國 委員 - 趙義隆 |
關鍵字(中) |
有線電視系統 民營固網 中華電信 策略聯盟 寬頻電話 隨選視訊 |
關鍵字(英) |
Cable TV Private operator Chinese Telecom MOD cable phone strategy |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
寬頻網路通訊技術的突破,全球娛樂產業進入重組競爭結構性變化,有線電視、電信固網及無線電視等傳播媒體,逐漸朝向寬頻數位化發展。在台灣,有線電視與電信業原本是二個不同產業屬性的產業。中華電信在2004年初取得全區有線電視執照後,推出MOD正式投入影像的市場,也開啟了與有線電視在影像市場的戰火。有線電視業者面臨了中華電信挟ADSL寬頻網路300萬戶以上的普及率,朝向有線電視視訊服務的多角化經營競爭,除了積極發展數位電視與MOD抗衡外,亦透過與民營固網業者的合作,推出提供客戶寬頻電話(Cable Phone)的服務,準備反撲中華電信在語音及數據的市場。本研究以企業競爭策略聯盟相關理論,企業資源、聯盟夥伴選擇的標準等進行探討,指出有線電視系統因應MOD 跨業競爭及民營固網業者如何與有線電視系統合作,運用既有市場優勢,對經營策略作最佳調整。本研究針對有線電視與民營固網業者兩者直接競爭廠商進行策略聯盟,採用文獻分析、深度訪談及策略理論架構,進行蒐集資料分析。研究結果發現:民營固網及有線電視業者要在這嚴峻的競爭環境中打敗中華電信,必須整合各MSO公司之行銷資源,透過各MSO的網路間之連結,做到範圍更大的網內通話免費,藉此除了可以鞏固既有消費者,更可吸引新消費者的進入。改善寬頻電話技術上的限制,以服務整合(電話、視訊、網路)切入顧客的需求,運用高普及率的優勢,增加用戶黏性。合作關係的繼續磨合,透過不斷的溝通與協調,並藉由實際的合作加強對彼此的信心,確保此次的策略聯盟得以成功。 |
英文摘要 |
Over the past few years, with leapfrogging technology advances in broadband, wireless networking, and multimedia, the boundaries between Cable TV, Telecom industry have become less noticeable. In order to maintain competitiveness in global entertainment industry, companies begin to look for opportunities for mergers and acquisitions, rendering a substantial structural change in this industry. The Chinese Telecom MOD Service competes in the cable TV market; obviously making the cable TV system operators under competition pressure. Competing MSOs hope to step into telecommunication market to protect their revenue and cooperate with private fixed line operators to counter-attack the voice and data market of Chinese telecommunication. This thesis illustrates theories with respect to enterprise competition and strategic alliance, the enterprise resources, choosing strategic alliance partner. This thesis also covers discussions on certain aspects of cable TV system companies and how they handle the challenges from MOD companies. The private fixed line operators and the cable TV system operators must consolidate all the marketing resources to promote the Cable phone to attract more customers to join their services. Also they need to improve the technology skill of cable phone in order to provide more convenient services to customers and utilizes the high popular rate advantage to increase the customer loyalty. |
第三語言摘要 | |
論文目次 |
目錄 第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 3 第三節 研究流程與架構 4 第貳章 文獻探討 7 第一節 策略聯盟 7 第二節 我國固網產業與有線電視產業之分析 21 第三章 研究方法與研究設計 30 第一節 研究架構 30 第二節 研究方法 32 第三節 研究設計 33 第四章 個案探討與分析 35 第一節 固網業者個案分析-A業者 35 第二節 固網業者個案分析-T業者 38 第三節 有線電視業者個案分析-C業者 40 第四節 綜合分析 42 第五章 結論與建議 44 第一節 結論 44 第二節 建議 49 參考文獻 53 附錄一 訪談題綱 57 附錄二 訪談內容 59 表目錄 頁次 表 2.2.1 業者經營數位電視之優劣勢比較 27 圖目錄 頁次 圖1-3-1 研究流程圖 6 圖2.1.1 Hamel 的事業模式分析 12 圖2.1.2 企業合作型態(Harbison, 1995) 15 圖3.2.1 研究架構 31 |
參考文獻 |
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