從共演化觀點探討有線電視公司企業經營模式的轉變

An Insight of the business model transition of a CATV operator from Co-evolution perspective

林皓昱(Hao-Li Lin)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00626

摘要

有線電視在台灣的發展歷史已逾40年，尤其在1993年正式立法開放後，不論是網路系統，還是頻道節目製作都吸引了大量的投資，收視戶的快速普及亦帶動了整體傳播產業的蓬勃發展，至今更成為民眾日常生活中最主要的娛樂來源。而有線電視因其特殊的準公用事業特性所形成的地區壟斷在近幾年除了因為受到技術進步引進的網路電視等新服務的挑戰外，其上下游整合所形成的產業高集中度導致的不公平競爭也成為主管機關管理及法令調整的重點。
本論文從共演化的觀點出發，因著路徑及歷史相依的特性，藉由長期背景資料的收集與歸納，將其以產業發展及個案企業成長的過程區分為四個階段，剖析企業-產業-環境三者之間彼此回饋影響、互相驅動的歷程以及演化發展的因果關係，同時透過探討顧客的價值定位推演市場變化與顧客需求間的關係，從技術的不可模仿性和互補性資產的資源要素角度討論個案企業如何維持獲利經營，並且分析動態能力的構成推論企業如何成長和維持競爭優勢，進而形塑不同階段的企業經營模式，加以解釋其轉變的前因後果，了解其回應內外組織和環境的動態影響，持續產生反饋進而形成平衡的流程與要素。
本論文以個案廠商為例，探討其由於共演化的推動，而處在持續變動的動態環境中，需要不斷的尋求採取新策略並更新資源要素及動態能力以求取企業的成長。我們藉著分析其過去的歷程，了解企業經營模式的可行性與延續性，也提出從不同的五個面向的發現，並針對有線電視系統經營者最近幾年因受到數位匯流趨勢的影響，發生成長停滯的現象擬出未來發展的建議，最後，因為跨產業的融合造成不同的共演化現象是否影響整體產業以及個別企業的發展也值得產學界繼續觀察與探討。

關鍵字

共演化 ； 企業經營模式 ； 動態能力 ； 數位匯流 ； 有線電視 ； 凱擘

並列摘要

Over the last four decades, the high growth of Taiwan's CATV industry has made it a cardinal business sector and primary supplier of people's daily entertainment. The legitimacy of “Cable Act” in 1993 not only accelerated billions of investment in network infrastructure and also materialized the debut of many new programs and channels. Subsequently, the wide penetration of CATV subscription also resulted in the prosperity of the mass communication industry as well. Being a semi-public enterprises holding franchise permits from the government, CATV firms enjoyed their monopoly which were naturally evolved in designated geographic areas. Nevertheless, certain status quo has been broke by the maturity of challenging technology such as Internet TV which has offered a competitive service in parallel with CATV operators in recent years. Besides, the accusation of unfair competition owing to the entwining of MSO and channel providers also brought inward the investigation of official authorities in responding to public appeal of anti-monopoly and law changing.
This study adopted the view of Co-evolution, which is in conformity with its path and history dependence to collect and sum up data over long period of time. By dividing the evolution of CATV industry and Kbro into four stages following their historical progress, we are able to analyze the inter-influence, feedback and driving forces, as well as their causality among three aspects of enterprise, industry, and environment. Meanwhile, we try to figure out the relationship between market variations and customer needs, explore how enterprises maintain their profitability from the angle of technology limitability and complementary assets, analyze the formation of dynamic capabilities to the best efforts of maintaining corporate growth and competitive advantages. Hence, based on the above to develop a mechanism of how the loop feedback and balance works to consecutively shape adaptive business model during four different stages in responding to the dynamically fast changing surroundings.
In order to verify our assumption of the transition of business model while being motivated by co-evolution, we take Kbro as an example to examine its strategies as well as how it reallocates its resources and regenerates the dynamic capabilities in pursuit of corporate growth. All these said analysis lead us to understand the feasibility and continuity of business model. Furthermore, we also come out 5 findings and then suggest how CATV MSO can react to the stagnancy affected by digital convergence. Finally, owing to the unprecedented co-evolution caused by the fusion of different industries, it will be a good topic worthy of keeping observing and analyzing on the emerging threats, impact and future development from academic perspective.

並列關鍵字

Co-evolution ； Business model ； Dynamic capability ； Digital convergence ； CATV ； Kbro

參考文獻

施俊吉(2012)。有線電視市場結構與經營區調整政策。人文及社會科學集刊第二十四卷第二期。

李怡曄、張靜怡、林美蓮(2011)。臺灣有線電視市場競爭分析之研究。文化創意產業研究學報第一卷第四期。

林景易(2006)。光纖到府服務對有線電視產業競爭優勢影響之研究：以東森媒體科技為例。國立台北科技大學光電與通訊產業研發專班碩士論文。

柯舜智、莊春發(2008)。再探台灣有線電視市場集中度。新聞學研究。第94期。台北：國立政治大學。

張美娟(2002)。國內有線電視發展數位電視服務經營策略之研究。國立台灣師範大學圖文傳播研究所碩士論文。