電信廠商的經營策略分析

The Firm-Level Stategy Development of Telecom Industry in Taiwan

陳 木 法(Mu-Fa Chen)

指導教授 ： 柯承恩

國立臺灣大學/管理學院/會計學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.10095

摘要

對電信廠商的經營策略分析，本研究透過和電信廠商資深主管深度訪談，從環境變化、競爭強度、政府政策觀察其衝擊，再論領導風格、組織氣候、技術創新的影響，接著討論內部市場的人力資本，包括員工滿意度、信任、承諾、員工忠誠度及員工生產力，其競爭力將推動內部破壞性流程創新的深度及廣度，破壞性流程創新將轉變外部市場的顧客行為及反應，其中涉及服務品質、服務價值、顧客滿意度、品牌權益、再購能力及營收；最後，顧客感受及滿意度將導致企業績效的不同呈現。
研究結果顯示，國內電信廠商的顧客對產品的偏好是經常改變的，並且傾向使用新產品；另外，公司在處理企業問題時，傾向新科技的應用與解答；研究結果也顯示國內電信市場的競爭是劇烈的價格戰。
本研究之重要貢獻，1. 本研究導出多層次包含十個構面的企業績效架構，結構完整；2. 應用本研究導出之企業績效架構推衍電信業者在總公司、分公司及營運處三個不同層次上的策略地圖及策略目標。

關鍵字

企業績效 ； 外部市場 ； 內部市場 ； 環境變化 ； 競爭強度 ； 政府政策 ； 領導風格 ； 組織氣候 ； 技術突破 ； 程序創新

並列摘要

How to investigate the firm-level management strategy has long been the ultimate goals for telecom industries. By interviewing 93 managers with different level of positions in telecom industry, the research studied from environmental change as a driving force which will have significant influences on competitive abilities and government policies. Consequently, leaders’ personalities, organizational climate and technical innovation are discussed. Then the research continues to focus on the evaluation of human capital for internal business market.

The human capital consists of employees’ satisfaction, employees’ trust, employees’ commitment, employees’ loyalty and employee productivities, etc. The human capital will drive the change of internal working processes which will also influence on customers’ perception and behavior.

Just as employees construct, customers construct is a multi-facet which consists of service quality, service value, customers’ satisfaction, customers’ trust and commitment, customers’ loyalty, brand equity, repurchase potential and revenue, etc. Finally, the customer constructs will decide the outcome of telecom business performance.

The result of the research shows that in general the customers’ product preferences of telecom market change quite a bit over time and tend to look for new product all the time. Furthermore, to the telecom business enterprises, when it comes to problem solving, top managements value creative new solutions than the solutions of conventional wisdom. And it also shows that competition in telecom industry of Taiwan is cutthroat.

The research contributions are as follows:
I. A new firm-level 7-layer of conceptual framework of management strategy is proposed, and it consists of ten constructs which can be applied to improve financial performance of telecom industry.
II. Based on the new framework the research has proposed, three strategic maps and objectives for headquarters, branch offices and business units are also proposed respectively.

並列關鍵字

Management Strategy ； External Market ； Internal Market ； Government Policy ； Organizational Climate ； and Business Performance

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