2018年5月中華電信推出月租費499元上網吃到飽的母親節促銷方案，開啟了電信價格戰，三大電信業者手機上網吃到飽費率皆調降到月租費499元的低價，造成消費者排隊人潮，消費者紛紛計算既有業者的違約金及資費，期望找出最划算的電信方案，以進行申辦。
當年電信價格戰改變了消費者行為，月租費499元的優惠方案深刻植入消費者的腦海裡，價格戰影響消費者對電信資費的內在參考價值以及再購意願，至今2020年，當初申辦月租費499元優惠方案的消費者，合約即將到期，以及5G即將開台，故電信業者面臨到該如何有效提升用戶數的局面。
為求能更加完整地了解現行電信業的生態，故本研究藉由採用專家訪談，期望從受訪者所擁有的豐富經驗中，全面地了解電信業的現況，訪談對象電信年資皆達5年以上，除業務人員外，也與規畫行動產品之行銷管理師進行訪談，訪談內容針對購買意願、客戶滿意度、企業品牌及形象等不同構面進行探討及分析，期望能作為電信業者未來規劃行銷方案之參考。經由訪談得知，電信業者降價促銷不但無法增加消費者的申辦量，更容易造成日後規劃定價的困難，為了與競爭業者的品牌做出區別，並強化市場地位，本研究做出三點結論： 
   1.業者可規劃異業結合，讓產品具有差異化。
   2.業者朝多元宣傳方式發展，做出品牌差異化。
   3.業者需視銷售管道的屬性，搭配合適的促銷商品及方案。
建議後續之學術研究，除增加研究構面外，亦可增加研究個案數以及訪
談樣本數，以達深入分析以及研究完整性之目的。

In May 2018, Chunghwa Telecom launched the Mother's Day promotion plan with a monthly fee of NT499 for full Internet access, which started the telecommunications price war. This price strategy caused consumers to queue up for signing up for the new program, customers also calculated the liquidated damages and tariffs of existing operators, hoping to find the most cost-effective telecommunications solution for the bid.

The telecommunications price war changed consumer behavior, and the preferential scheme with a monthly fee of NT499 had deeply embedded in consumers 'minds. The price war affects consumers' reference prices and repurchase intentions for telecommunications tariffs. It is now 2020, the contract is about to expire for thee consumers who has applied for the monthly fee of NT499 concession plan. And 5G is about to launch, so the telecommunications industry is now facing the task of how to increase the number of users efficiently.

Interview experts is the methodology using for this study in order to understand more clear of the current telecommunications industry. The experience with telecommunications field of interviewees are at least 5 years. Not only sales department, interviews are also conducted with marketing managers who plan mobile products. The interviews are aimed at consumer behavior, purchase intention, customer satisfaction, brand image. and other different aspects for discussion and analysis, hoping to provide as a reference for telecom operators' future marketing plans.

According to the interviews, the strategy of pricing reduction for telecom operators are likely to cause difficulties for pricing in the future. Therefore, the following three points are recommended for the operators to make a distinction between the brands and market positions of competitors.
1.Recommending that the operators to plan the integration of different industries in order to make the product differentiate.
2.Recommending the operators to develop towards diversified publicity in order to  make brand differentiation.
3.Recommending operators seek for appropriate promotional products and solutions depends on the attributes of the sales channel.

It is recommended that in the subsequent academic research, in addition to increasing the research facet, the number of research cases and the number of interview samples can also be increased for the purpose of in-depth analysis and research integrity.

目 錄I
圖目錄III
表目錄IV
第一章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的3
第四節 研究流程4
第二章 文獻探討5
第一節 消費者行為5
第二節 品牌形象7
第三節 購買意願9
第四節 顧客滿意度10
第三章 研究方法12
第一節 研究對象12
第二節 觀念架構13
第三節 深度訪談法15
第四章 個案分析16
第一節 行動電話使用行為分析16
第二節 行動電話品牌市場分析18
第三節 個案公司介紹21
第四節 資料分析與理論應用22
第五章 結論與建議41
第一節 結論41
第二節 實務建議43
第三節 研究限制44
第四節 研究建議45
參考文獻46
一、中文部分46
二、英文部分48
網站資料50

圖目錄
圖1-1 研究流程圖4
圖3-1 本研究觀念架構13
圖4-1 近三年智慧型手機經常性行為(一周3次以上)使用比例變化16
圖4-2 台灣民眾最常使用的手機功能或APP17
圖4-3 全球智慧型手機銷售量18
圖4-4 台灣熱銷手機排行19
圖4-5 台灣熱銷手機排行20
圖4-6 顧客旅程地圖40

表目錄
表2-1 品牌形象相關研究彙整表	8
表2-2 購買意願定義彙整表9
表2-3 客戶滿意度定義彙整表11
表3-1 本研究訪談對象一覽表12
表3-2 本研究訪談題綱14

中文部分
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周文玲、梁景筑(2019)。旅行社品牌形象對顧客知覺風險影響之研究-兼論顧客
涉入程度之干擾效果。華人經濟研究，17(1)，1-15。

徐茂練 (2007)。顧客關係管理(第六版)。台北市:全華。

高炎輝(2014)。行銷策略中的食物品質、服務品質、認知價值對顧客滿意度及顧
客忠誠度的影響以鼎泰豐為例。國立成功大學高階管理碩士在職專班碩士論文。

陳佩芬（2007）。從社會交換理論及交易成本理論探討教師教科書再購意願之研究。國立臺南大學教育經營與管理系碩士論文。

黃俊豪(2015)。服務品質、顧客滿意度與顧客忠誠度的關係-轉換成本為干擾變
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MBA智庫百科(2020)。參考價格效應。
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取自：https://wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5

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Anderson, E. W., C. Fornell, & D. R.  Lehmann(1994), Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, Journal of Marketing,58(3),53-66.

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Chakraborty, U., & Bhat, S.(2018).Credibility of Online Reviews and Its Impact on Brand Image. Management Research Review,41(1),148–164.

Czepiel, J. A., Rosenberg, L., & Akerele, A.(1975), Perspectives on Consumer Satisfaction, Japan in YTV Report, 98,64-69.

Engel, J.F.,et al.(1973), Consumer Behavior, 2nd ed., Rinehart and Winston Inc.,

Engel, J.F.,et al.(1993), Consumer Behavior, Chicago: Dryden Press.

Fishbein, M. & Ajzen, I.(1975), Belief, Attitude, Intention, and Behavior. Reading, MA: Addison-Wesley.

Gardner, B. B., & Levy, S. J.(1955), The Product and The Brand, Harvard Business Review,33(2),33-39.

Hellier, P. K. et al.,(2003),Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing 37(11/12),1762-1800.

Howard, J. A. and J. N. Sheth(1969), The Theory of Buyer Behavior, John Wiley and Sons Inc, New York.

Keller, K. L.(1993), Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57,1-22.

Kotler, A. & Saunders, W.(1996), Principles of Marketing. Prentice-Hall Canada.

Morwitz, V. G. and Schmittlein, D.(1992) , Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy? Journal of　Marketing Research,29(4),391-405.

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Schiffman, L. G. & Kanuk, L.L.(1991), Consumer Behavior, 2nd ed., New Jersey,Prentice-Hall Inc.,

Schiffman, L. G. and Kanuk, L.L.(2000), Consumer Behavior 7th, N.J.: Prentice Hall.

Selnes, F.(1993),An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, European Journal of Marketing,27(9),19-35.

Tsiros, Michael and Vikas Mittal.(2000). Regret: A Model of Its Antecedents & Consequences in Consumer Decision Making. Journal of Consumer Research,Vol.26,March,401-417.

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網站資料
臺灣傳播調查資料庫官網。取自：http：//www.crctaiwan.nctu.edu.tw/

財團法人資訊工業策進會官網。
取自：https：//www.iii.org.tw/Press/NewsList.aspx?fm_sqno=14

策略諮詢顧問公司官網。取自：https：//oosga.com/customer-journey/

奇摩新聞。取自：https://tw.news.yahoo.com/