以情境分析法探討台灣IPTV產業服務定價策略

近幾年大富集團併購凱擘有線電視，與中華電信MOD競逐IPTV市場，促使目前有線電視、無線電視、網路電視和衛星電視的競逐下，業者紛紛推出不同策略與吸引顧客的價格，爭奪數位電視的市場。本研究採用科學管理的情境分析與定價策略理論，解構台灣IPTV產業目前的定價現況，透過專家的訪談與文獻的分析與調查，找出IPTV產業的定價策略與考量因素，建立一套未來IPTV產業之定價情境，更提供相關資訊給政府在研擬IPTV或匯流政策上的參考依據。本研究最後找到兩套情境內容分別為：在尚未有匯流法之前最佳的狀況是先促進市場競爭，透過「客戶管理」的方法，找到消費者喜歡的內容與定價方式；政府從中找到最合適的匯流法規，平衡與穩定市場；在有匯流法後，透過「綑綁定價」以客製化的服務與管理、業者更透過策略聯盟的方式進行合作、政府透過匯流法將匯流媒體的模糊部分，用明顯的政策去管理，替閱聽人謀取最大的利益。

關鍵字

IPTV ；華電信MOD ；價策略；達電信；境分析

並列摘要

Facing the introduction of deregulation policy to the digital TV market by Taiwan government, the IPTV（Internet Protocol Television）has a serious competition by different digital service providers recently. These companies claim to propose a reasonable pricing to attract the users for getting a footing in the profitable market.This study attempts to employ the scenario analysis and the pricing theory from the business management to deconstruct the unfair pricing services now provided by these telecommunication companies. Through interviewing the telecommunication scholars and investigating the available data, the author hope to find out a reasonable pricing strategy for Taiwan's IPTV services.In addition, the author calls for the governmental intervention to the pricing practices in the present market. He urges the government to draft a regulation for telecommunication convention to manage the market, and intend to protect the general users from the exploitation conducted by the IPTV services providers.