台灣有線電視產業數位化競爭優勢之探究

The Investigation of the Essential Competitive Advantages on the Digitization of a Cable TV Industry in Taiwan

廖運皓(Yun-Hao Liao)

指導教授 ： 李金連

國立臺北科技大學/電資學院/光電與通訊產業研發碩士專班/碩士(2007年)

https://doi.org/10.6841/NTUT.2007.00327

摘要

台灣有線電視的普及率成長至85%以上，為亞太地區密度最高的地方。隨著全球數位匯流浪潮，台灣有線電視業者能否在這個市場具有競爭優勢，將影響企業進入此市場的成敗。本文將探究此市場的成功關鍵因素與其競爭優勢，因此應用資料分析與問卷調查的研究方法，並以東森媒體科技公司作為研究對象。研究結果顯示：
一、產業關鍵成功因素分析，主要影響因素有：領導團隊執行力與遠見、企業控制營運成本能力、國家政策對產業之影響、提供Triple Play服務、市場涵蓋之規模…等主要因素。
二、企業核心資源優勢分析，主要影響因素有：優良的客服系統、經營管理能力、完善的維運機制、廣告及出租頻道帶來的收入…等主要因素。
三、競爭策略優勢分析，主要影響因素有：豐富的節目內容、掌握顧客服務之需求、降低用戶端設備及線路之成本、內容之差異化…等主要因素。
四、消費者服務需求分析，主要影響因素有：優良的節目品質、優良的服務態度、迅速有效的安裝維修服務、高畫質頻道之需求…等主要因素。
最後，本研究利用動態式SWOT分析歸納出：經營台灣地區有線電視有競爭力的數位化產業之可行性重要因素，以及東森媒體科技公司經營此市場的優勢與劣勢因素分析。

關鍵字

數位電視 ； 多系統經營者 ； 網路電視 ； 數位機上盒 ； 創新SWOT矩陣

並列摘要

The coverage of cable TV in Taiwan has reached over 85% in the past few years, the highest in Asia Pacific regions. With the global trend in digital convergence, whether Taiwan cable TV players can succeed in this emerging trend will hinge on whether they possess the key competitive advantages required. In this study, data analysis and questionnaire surveys have been applied to identify the key successful factors and competitive advantages for this industry, and in particularly, for Eastern Media Company (EMC). The key findings of the study are:
1. Analysis on the key successful factors in this industry has identified the major factors being: management team’s vision and ability to execute, cost control capability, impact from government regulation, availability for Triple Play service, market coverage and market size, and etc.
2. Analysis on corporate core competences has identified the main influential factors being: superior customer service, strong management and operation capability, good mechanism in maintenance and upgrade of infrastructure, revenue generation from advertisement and channel rental, and etc.
3. Analysis on Competitive Advantages leading to the key factors being: broad variety of programs, in-depth understanding of customer needs, cost reduction in user-end device and infrastructure, differentiation in program contents and etc.
4. Analysis on the requirements in customer service has identified the crucial factors being: excellent reception quality, good attitudes from customer service representatives, being fast and responsive in providing installation and repair services, fulfillments of needs in HD (high definition) TV channels, and etc.
Lastly, this study has applied dynamic SWOT analysis to conclude on the key successful factors to succeed in digital convergence industry for cable TV players; and EMC’s strength and weakness for competing in this industry.

並列關鍵字

Cable television ； Multi System Operator ； Internet Protocal Television ； Digital Set-Top Box ； Innovational SWOT matrix

參考文獻

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