競合理論下MVNO應用MNP服務之經營模式建構

An exploratory of MVNO business model use the MNP Service-Based on Co-opetition Theory

盧彥旭(Yen-Hsu Lu)

指導教授 ： 杜壯

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2006年)

摘要

台灣自民國85年電信自由化後，最多有8家業者同時分享此市場，也因競爭劇烈市場呈現高度成長，行動電話使用門號數，由最初90萬門成長至2,500萬門，成長幅度高達27倍，其間也創下如使用率高達120%等多項世界紀綠；至今，因市場合併風潮及法規限制，業者數及門號數呈現下滑現象，但分析94年第3季前三大業者毛利率高達48-58%之間，相對於電子產業保5%毛利率，顯示此產業仍有發展機會。
由於行動電話產業屬特許產業，初期投資成本大，新業者較難切入，但政府為有效利用資源，特別開放MVNO(Mobile Virtual Network Operators, MVNO)執照，讓新業者可以經營之。加上2005年10月15日開放之MNP (Mobile Number Portable, MNP)服務，也增加新業者經營之機會。
由於行動電話市場競合情況較為劇烈，A業者之行為會連帶影響B業者，因此本研究擬從 Raudenburge & Nalebuff提出之競合理論觀點出發，加入MVNO及MNP二元素，探討新經營模式。
經由分析行動電話產業，本研究擬定出不同於現今使用者付費之商業機制，本研究建議MVNO業者，提供使用量越多付費越少的三種方式，滋以與現有業者進行市場區隔，三種分式分別為提供免費之通話回饋、參與活動可免月租費及越用越有利之回饋。最後本研究推測，連鎖便利商店系統是最有機會經營MVNO之業者。

關鍵字

MVNO ； MNP ； 經營模式 ； 競合理論

並列摘要

After telecommunication liberalization in Taiwan since 1996, at most there are 8 industries simultaneously shares this market. Because of the competition of the fierce market, it presents highly grows. Mobile comes with mobile phone subscribers. At the beginning, the grows of these mobile phone subscribers are increased from 900,000 to 25,000,000.The growth scope reaches as high as 27 times. During this time, it achieved a lot of world record (DGT, 2003) such that the utilization ratio reaches as high as 120% .Nowadays, because of consolidation of a market unrest, laws and regulations limit. The number of the industry and the mobile phone subscribers tend to be a falling down phenomenon. But the analyzes of the first three great undertaking gross profit rate of 94-year the 3rd- season reach between 4 -5 % (The a financial statement 94Q3 of each industry.) In contrast, the guarantees 5% gross profit rate to the electronic industry (Chen, 2005) it shows that there is still the development opportunity of this industry.
Because the mobile industry is the special permission industry (DGT, 1994) the initial investment cost is a lot. That is why new industry is more difficult to join in. However, government use resources effectively, they specially opens MVNO (Mobile Virtual Network Operators, MVNO) the license to let the newly enable industry be allowed to manage and join it. In addition, because of the opening of MNP service (Mobile Number Portable, MNP) on Oct,15,1994, it also increases the management opportunity of the new industry.
Because of the competition of the mobile phone market.The behavior of A industry will affect B industry.Therefore, this research draws up from Raudenburge & Nalebuff proposed that it competes gathers the theory viewpoint to embark; joins the two elements of MVNO and MNP and discusses the new management pattern.
By way of analysis mobile phone industry, this research draws up to the difference from expenses the commercial mechanism of the payment of the users nowadays.This research suggests MVNO industry to provide three ways that the more amount of using the less pay expenses, to separate with the existing industry market.Three kinds of fractions are to provide the reward of the calling, to participate in the activity to be possible to exempt the monthly fee and the more using the more advantage you get back.
Finally this research extrapolated convenience store is the most opportunity to manage MVNO industry.

並列關鍵字

MVNO ； MNP ； Business Model ； Co-opetition

參考文獻

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