數位電視電子商務之商業模式與其發展策略

The Business Model and Developing Strategy of T-Commerce

劉泰利(Liu, Tai LI)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2005年)

摘要

本研究以策略地圖概念作為本研究分析的理論基礎，包括財務構面、顧客構面、內部構面與學習與成長構面，其藉由四個構面的分析而可以推演出組織明確的策略。

本研究發現目前國內無線電視台是呈現停滯的狀態，而其目前希望將發展的計畫轉向到手機電視的接收與數位互動服務的開發等；而有線電視系統業者目前正面臨競爭結構的改變；而在IPTV的範疇中，則面臨了系統平台與媒體內容的問題，但其發展其他互動服務的腳步較快。本研究也同時針對數位電視電子商務的商業模式提出建議，以商務平台而言，收費平台與資料交換等相關業務應為其主要發展之方向，而服務經營方面，本研究建議以金融、廣告、內容提供與電子商店等四種方式來思考為佳。

最後，本研究得出適合在數位電視電子商務產業中的發展策略。顧客構面部分，必須注意要滿足顧客的需求，包括系統的方便性、客製化的資訊、有品牌的商品、具有互動性的環境與多樣性；而內部構面部分，首先要注意的是營運流程，包括營運模式的確定、策略聯盟與資金有效運用，同時還必須注重創新服務與服務品牌的建立；在學習成長構面中，必須要注意的是整合性技術人才與經管人才，還有CRM系統，而在組織之中最重要的還是領導人的態度。

關鍵字

數位電視 ； 數位電視電子商務 ； 商業模式 ； 發展策略

並列摘要

This research is based on the structure of “Strategy Map”, and includes the financial perspective, the customer perspective, the internal perspective, and the learning and growth perspective as well. It then deduces the developing strategy of T-Commerce by “Strategy Map”.

Under the fast development of the DTV (Digital Television), first, these terrestrial television stations in Taiwan are sticking in the mud, but they prepare to develop the DVB-H technology (Digital Video Broadcasting-Handhelds); second, our CATV MSOs (Cable Television Multiple System Operators) are facing the change of the competitive market; third, the corporations that operate IPTV are confronting the content problem. This research also has advices to business model of T-Commerce. Fare platform, information exchange platform, financial information, advertising platform, content provider and mechanisms of shopping might be the better models to operate T-Commerce.

About the developing strategy, in the customer perspective, the consumers’ needs, such as convenience, customization, brand, interactivity and multiplicity, should be met as much as possible. In the internal perspective, the operation process, inclusive of the operation model, strategic alliances and the finance control, are what really count. In addition, the innovation and service brand should be taken care as well. In the learning and growth perspective, the IT engineers and management consultants should be renewed and trained, and the companies also need to establish the CRM （Customer Relationship Management）system. Last but not least, leader’s attitude is always the key to develop T-Commerce.

並列關鍵字

DTV ； T-Commerce ； Business Model ； Developing Strategy