突破台灣行動電話市場三強鼎立之創新訂價策略

An Innovative Pricing Strategy to Inroad Tripartite Equilibrium of Taiwan Mobile Phone Market

林攸信(Yu-Hsin Lin)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/高階公共管理組/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01616

摘要

這也許是一份對新進行動電話業者價值超過百億元的創造性論文。但也可能是使現有行動電話業者損失數百億元的破壞性論文。
本研究藉由重新解構行動電話業者的營收結構，引入一個突破性的概念：
【MT可以抵MO；接聽一分鐘，可以免費多打一分鐘】
透過不同的情境模擬分析，協助新進的行動電話業者具體地擬訂出一套創新的訂價策略，並期望藉由執行本研究所擬的建議套餐，真正突破台灣行動電話市場三強鼎立的競爭現況。
本研究探討新的訂價策略所帶來的破壞性創新，將對現有行動電話業者形成不對稱動機，使現有行動電話業者進退惟谷，進而對整體行動電話產業的營收與市佔率產生重大的影響。
本研究進一步探討現有行動電話業者面對此一破壞性的訂價策略時，所可能產生的策略思考，及可能採行的因應作為。
引用恩師 湯明哲教授的說法：面對此一新的訂價策略，現有的行動電話業者將先是「看不見」，認為小公司的策略比比皆是，不足為奇；接下來當新業者的策略開始運行後，現有業者是「看不起」，認為本身還很賺錢，目前的經營方式顛撲不破、金剛不壞；等到有些感受到威脅後，因為受到主導邏輯（Dominant Logic）的影響，開始「看不懂」到底怎麼回事；等到研究透徹後才發現「學不會」（因為跟進的損失太高了！），最後當然是「打不過」，只好眼睜睜地看著市場被新業者瓜分。這就是既有業者面對破壞性創新時的標準宿命。
本研究最後探討新的訂價策略對整體消費者利益的影響，得出消費者負擔的增減，將會是決定新套餐是否可行？以及現有行動電話業者是否跟進？的關鍵所在。

關鍵字

不對稱動機 ； 破壞性創新 ； 訂價策略

並列摘要

Perhaps this is a creative thesis that is worth more than billion NT dollars for new mobile operator. But or the destructive thesis that make existing mobile operator lose tens of billion NT dollars.
This research will get a brand-new pricing strategy by decomposing the pricing scheme of mobile operator: [Answer one minute, can dial one minute free.] Analysis through different situation simulations, helping the mobile operator to work out a innovative price strategies. We expect to be able to break through the tripartite equilibrium of Taiwan mobile phone market
The destructive innovation of new pricing strategies will form the asymmetric motivation to existing mobile operators, make them in a dilemma situation, changing the market share and making a great influence to whole mobile telecommunication industry.
This research discussed the thoughts and action plans of existing mobile operators when them faces such a destructive pricing strategy.
Quoted from the advisor, Professor Tang's statement: In the face of this destructive pricing strategy, the existing mobile operator will be first ' not to see ', it is not at all surprising to think that tactics of the little company can be found everywhere; And then after beginning to run in tactics of the new company, the existing mobile operator is ' scorn for ', think he still makes money very much, the present type of operation is irrefutable. After some experience and threaten, because of influencing by “Dominant Logic”, finally what is the matter at the beginning 'unable to understand'; Find 'unable to learn' after study thoroughly (because losses followed up are too high!), It is certainly that ' unable to beat ' finally, have to helplessly see the market snatched away by the new company. This is standard destiny while the existing company faces the destructive innovation.
This research will discuss the impact of new pricing strategies on whole consumer's welfare finally, it is the key point that the new pricing strategies draw consumers’ load increased or reduced. That determines whether the new pricing strategies are executable or not? Will the existing mobile operator follow up?

並列關鍵字

Asymmetric Motivation ； Disruptive Innovation ； Pricing Strategy.

參考文獻

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