以需求動機群組概念建構新世代頻道發展策略

Establishing the New E-era Operating Strategy of Channel Market Based on Group of Motive Need

林家立(Chia-Li Lin)

《運籌與管理學刊》 6卷2期 (2007/12) Pp. 1-25

https://doi.org/10.7047/JLM.200712.0001

摘要

由於數位化技術的發展使得原有頻道所能裝載的數位內容數量逐漸增多，也產生許多新型態的頻道經營方式，而如何提因應顧客需求來擬定創新服務策略將影響到廠商服務品質與其產業競爭力；因此本研究爲找出能滿足未來顧客需求之最佳可能經營方式，藉由探求消費者的頻道需求動機以找出消費者對頻道服務的評選準則，透過決策關聯圖的建構來分析準則關聯結構，其次運用主成份分析來將準則依其屬性加以分類，運用頻道經營準則的多評準決策評估模式來找出減少服務落差的服務創新策略，並以此擬出合適的產業發展方向，因此本研究係藉由頻道服務創新策略的擬定來加速頻道全面數位化的發展，進一步帶動產業服務品質的全面提升與加速多元化頻道經營方式的發展。

關鍵字

數位頻道 ； 隨選電視 ； 決策試驗與實驗評估法 ； 網路層級分析法Analytic network process, ANP ； 多評準決策Multiple criteria Decision Making, MCDM

並列摘要

The advanced development of digital technologies has freed the original captivity of digital transmission and storage, and therefore new channel operation models have mushroomed all over the market. Enterprises whose service strategies could be dynamically adjusted to fit customers' real needs will enhance their service qualities and market competition abilities. The optimal operation models fitting future demands will be proposed via probing customers real needs, and therefore constructs the evaluation criteria, finds out the preference of customers, and analyzes the relation structure between criteria through constructing the decision-making relation network. Furthermore, uses the main dimension method to categorize the criteria, calculates the gap between different operation models through using the MCDM methods, and proposes the industrial development strategies. This research would like to accelerate the coming of total digital channels through drafting the innovative strategies of channel services. Eventually, the qualities of industrial services would totally upgrade and various operation models would accelerative flourish.

並列關鍵字

Digital TV channel ； Multimedia on demand MOD ； Decision Making Trial and Evaluation Laboratory DEMATEL ； Analytic network process ANP ； Multiple Criteria Decision Making MCDM

參考文獻

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