數位匯流產業競合環境下有線電視創新營運之研究

A Research on Open Innovations for Cable TV under the Environment of Co-competition of Digital Convergence Industries

賴冠伶(Kuan-Ling Lai) ； 周煥銘(Huann-Ming Chou)

《文化創意產業研究學報》 7卷4期 (2017/12) Pp. 119-128

https://doi.org/10.6639/JCCIR.2017.0704.02

摘要

因應數位匯流環境變化，有線電視業者在接受數位技術帶來之變革後，更須直接面對來自網路影音競爭者，在高速寬頻與資訊網路發展趨勢下，消費者取得影音媒體來源是多元化且行動化，消費者需要的是高速順暢且即時豐富的影音服務，只要業者可以提供即時、優質與豐富的媒體服務內容，具備完整與快速的之應用服務，就可能被消費者所接受。本研究重新定位有線電視數位化後產業供應鏈，確認有線電視在數位產業中之相關策略位置，再以Porter五力分析與有線電視產業競爭相對應狀況，重新架構有線電視產業競爭五力分析。經過個案分析及專家訪談方法後，本研究提出未來有線電視業者應採取三項競爭策略，以達到提高競爭力目標，分述如下：一、順應環境及消費者行為變化，借力使力並擴大現有經營領域。二、提高進入障礙與競爭者的距離，採取同業或是異業合作，擴大經營規模與範圍，對潛在者與新進入者構成壓力。三、著力於內部研發並設法導入外部科技資源，以創新服務與流程，為消費者提供即時性訊息與服務，增加用戶企業認同。本研究再以Chesbrough提出的開放式創新理念與創新經營模式，找出系統經營中欠缺之開放式創新因素及要項，設法結合內部及外部各領域之技術與服務，並且導入經營管理中，重新建構有線數位電視創新經營模式，其方向有三：一、在影音網路方面應朝向高畫質與光纖化發展。二、在客戶服務方面，應加強即時性與互動性，在客戶溝通媒介上，除了現有傳統電話語音、臨櫃、到府服務之外，亦要應用有線數位網路與消費者透過數位電視互通互聯。三、藉由數位匯流技術，利用各種傳輸媒介與消費者緊密結合，增加黏著度。

關鍵字

數位匯流 ； 有線電視 ； 供應鏈 ； Porter五力分析 ； 開放式創新

並列摘要

In respond to the changing environment of digital convergence, apart from receiving revolutionary changes brought by digital technology, cable TV owners also have to directly face the challenges imposed by network media competitors. Under the trend of the development of high-speed broadband network and information network, consumers can obtain video and audio media from diverse and mobile sources. All consumers’ need is high-speed and smooth services that contain various instant videos and audios; therefore, as long as industry owners are able to provide instant, quality, and varied media service content, and application services that are integrated and high speed, they will probably be accepted by consumers. The study first redefines the industrious supply chain of the digitized cable TV, confirming the related strategic position for cable TV in the digital industry, and then employs Michael Porter’s Five Forces Analysis and situations reflecting cable TV competition to reconstruct the five forces analysis in the competition of cable TV industries. Via case analysis and expert interviews, the study proposes three competition strategies for cable TV owners to adopt in the future to achieve the goal of increasing their competitive strength; these strategies are as follows: 1) corresponding with the changes of the environment and consumer behaviors and finding ways to leverage and expand current business domain, 2) increasing entry barriers and corporate’s distance with competitors, adopting cooperation within and across industries, expanding operation scale and range to form pressure on potential and new entries, and 3) focusing on internal R&D while trying to introduce external technical resources, and providing consumers with instant messages and services with innovative services and procedures to enhance users’ commitment to the corporate. Finally, the study applies Chesbrough’s idea of Open Innovation and innovative operating models to find out the factors and elements for open innovation that are lacking in system operation. Then we will find ways to combine the internal/external technologies and services in different domains and introduce them to operation and management with hopes of reconstructing the innovative operation model for cable TV, which contains three directions: 1) in regard to video and audio network, the development should focus on high-definition and optical fiber, 2) in regard to customer service, the corporate should strengthen the promptness and interactivity; meanwhile, on the communication media with customers, besides conventional telephone, customer counter, and home service, corporate should apply cable digital network to connect and communicate with the customers via their digital TVs, and 3) the corporate should use different transmission media to create tight bonds with consumers and create cohesion with the help of digital convergence technology.

並列關鍵字

Digital Convergence ； Cable TV ； Supply Chain ； Michael Porter's Five Forces Analysis ； Open Innovation

參考文獻

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