臺灣電信產業5G時期的競爭策略—以五力分析及動態競爭模型分析

本篇研究旨在透過五力分析與動態競爭理論分析台灣電信產業，提出電信產業面臨新興電信技術時的競爭策略建議。整合了五力分析以及動態競爭理論的文獻來建立理論基礎，參考收集之產業資料建構模型後，以實際電信競爭個案分析來進行探討。根據本篇研究歸納出以下結論：台灣電信產業在5G時期，供應商之議價力會逐漸下降，產業內既有者競爭程度逐漸提高，並透過動態競爭理論分析出電信產業競爭互動狀況。電信產業中競爭業者市場重疊度程度與競爭性回應成正向關係，且需同時具備足夠的競爭動機與競爭能力，才會回應對手的競爭性行為。透過電信產業5G服務推出時間以及5G資費定價來看，電信業者所發動的攻擊量與程度，直接影響市場上其他競爭者的競爭動機，進而做出競爭性回應，尤其當電信業者欲以擴張市場份額為目的而採取的攻擊策略，會被主要競爭對手視為直接挑戰。而以各大電信業者資費定價層面來看，由於市場長期均衡難以達成，依動態競爭理論分析，電信產業中先採取行動的電信業者能獲得超額利潤，而其他未回應的對手則遭遇虧損與流失商機，因此，即便回應競爭行為後會產生重大損失，但為避免對手搶佔市場份額，後者仍會被激勵去回應與模仿這些競爭性行為，進而台灣電信產業形成「囚犯兩難」之困境。因此，在面臨5G新興技術時，台灣電信產業透過其資源與技術整合能力，提出更符合企業用戶與一般消費者的終端應用，打破目前所面臨的競爭困境，迎接新時代來臨。

關鍵字

五力分析；動態競爭理論；電信產業； 5G ；競爭策略

並列摘要

This thesis analyzes Taiwan's telecommunications industry through five forces analysis and dynamic competition theory and proposes competitive strategies for the telecommunications industry when facing emerging telecommunications technologies. The conclusions of the thesis as followed: In the contest of 5G, the bargaining power of suppliers in Taiwan's telecom industry will gradually decrease, and the degree of competition within the industry will gradually increase. The degree of market overlap of competitors in Taiwan telecommunications industry has a positive relationship with competitive response. It is necessary to have sufficient competitive motivation and competitiveness at the same time to respond to rivals' competitive behavior. According to the launch time and pricing of 5G services, the amount of attacks launched by telecom companies directly affects the competitive motivation of other competitors in the market. From the perspective of pricing, there’s the situation of "prisoner's dilemma" in Taiwan’s telecommunications industry because the long-term market equilibrium is difficult to achieve. According to the analysis of dynamic competition theory, the first mover takes more profits and market share in the telecommunications industry. Therefore, even if major losses occur after responding to competitive behavior, in order to prevent competitors from gaining more market share, the telecom companies will be incentivized to respond to and imitate these competitive behaviors. Therefore, to breaks the current competitive dilemma, Taiwan’s telecommunication industry should raise technology integration capabilities to proposes terminal applications that are more suitable for corporate users and general consumers in the contest of 5G.