國內行動電話服務市場呈現相當具豐富性的經營氛圍。國內行動電話服務業務開放民營之後,由中華電信與其他五家民營業者經營。而隨著市場競爭的變化,業者彼此之間開始發生併購等行為。另外,新進的3G業者也加入行動電話營運市場,使整個市場經營更具競爭力。 本研究運用產業經濟學中Mason-Bain的「結構-行為-績效」理論(Structure-Conduct-Performance, S-C-P),探討國內行動電話服務產業之市場結構、廠商行為與營運績效之分析。將以最大四大廠商集中率(Four-firm Concentration Ratio, CR4)與賀氏指標(Herfindahl-Hirschman Index, HHI)作為衡量市場集中度之指標。更將從財務面運用重要財務績效評估指標與計量經濟分析方法,建立實證分析模式衡量我國行動電話服務產業之市場績效。 本文研究結果發現:(1)國內行動電話服務市場呈現大者恆大的態勢。(2)業者以新穎的廣告手法、研發費用的提高、提升系統技術水準等廠商行為方式來滿足消費者更高的需求。(3)廠商營運策略轉為提高平均用戶貢獻度(Average Revenue Per User, ARPU),且將營運重心轉為3G業務,期許創造較高的獲利績效。
Chunghwa Telecom and five private mobile communication operators operate mobile communication service after opens in Taiwan. Except operators merger mutually, the 3G operators join so that make the domestic mobile communication service market appears abundant management even more. The research uses ”Structure-Conduct-Performances (S-C-P)” theory of Mason-Bain in industry economics, probe for market structure, firms behaviors and operation performance of mobile communication industry in Taiwan. Regard four-firm Concentration Ratio (CR4) and Herfindahl-Hirschman Index (HHI) as index of measure market concentration. Then use of important index sign of the finance performance evaluation from the finance, and adopt to calculate an economic analysis method, build up the market performance that the mode of the substantial evidence analysis measures mobile communication service industry in Taiwan. From the research that discover (1) Large factories become larger. (2) Operator with the novel advertisement skill, develop the exaltation of expenses and promote the level of the system technique etc., manufacturer behavior method to satisfy a higher need of consumer. (3) Factories focus on improving the Average Revenue Per User (ARPU), transferring operation center to 3G business, and expecting to increase higher profits.