- 學位論文
擺脫「笨水管」標籤？探究中華電信Hami Video的串流內容經營
No More"Dumb Pipe"? Exploring the Streaming Content Management of Chunghwa Telecom's Hami Video
摘要
近年來串流媒體市場的競爭進入百家爭鳴的狀態，不同背景的企業從自身在產業鏈中的位置，向下或向上擴張，建立垂直整合的串流影音服務。在眾多串流媒體經營者當中，研究者好奇台灣電信業者為何進入串流媒體的經營，而本研究以則中華電信Hami Video為研究個案，並以產業資料分析與深度訪談等研究方法，探討其為何進入影音串流平台的經營，以及如何利用電信業者的優勢建立與經營Hami Video，並關注中華電信Hami Video如何面對現今競爭擁擠的串流平台市場。研究發現，中華電信因應串流媒體興起的趨勢，選擇投入串流平台業務，利用其資金實力、龐大的用戶基礎、傳輸技術優勢以及MOD經營經驗等電信業獨有的條件，為Hami Video在推廣、技術架構和內容庫建置方面奠定基礎。面對多元競爭者的挑戰，中華電信採取經營分眾內容市場的策略，提升分眾族群的吸引力。然而，研究也發現，儘管中華電信隨著時代變化積極拓展串流影音服務，其核心業務仍以寬頻服務為主，因此，Hami Video的營運邏輯仍帶有加值服務的特質。即便如此，中華電信持續深化分眾內容的經營，並積極讓Hami Video在多元內容領域中加強曝光，逐步藉此擺脫「笨水管」形象，展現其在數位轉型中的突破與嘗試。
並列摘要
In recent years, competition in the streaming platforms market has intensified, with companies vertically expanding to establish integrated streaming services. This study explores why Taiwanese telecommunications companies have entered the streaming market, focusing on Chunghwa Telecom's Hami Video as a case study. Through industry data analysis and in-depth interviews, the research examines Chunghwa Telecom's motivations for entering the streaming platform business, how it leverages its advantages as a telecommunications company to build and operate Hami Video, and how the platform navigates the overcrowded, competitive market.The findings reveal that Chunghwa Telecom utilizes its unique strengths, including financial capacity, a large user base, advanced transmission technology, and MOD (Multimedia on Demand) experience—to establish Hami Video’s promotional efforts, technical infrastructure, and content library. To stand out in a competitive landscape, the company adopts a niche content strategy to attract segmented audiences.The study also reveals that, despite Chunghwa Telecom’s active expansion into streaming services to adapt to evolving market trends, its core business remains broadband services. As a result, Hami Video continues to operate with the characteristics of a value-added service. Nevertheless, Chunghwa Telecom continues to strengthen its focus on segmented content operations and actively enhances Hami Video's presence across various content industries, aiming to shed its “Dumb Pipe” image and showcase its progress in digital transformation.