- 學位論文
台灣數位廣播業者經營策略分析
An Analysis of the Business Strategy for Taiwan Digital Audio Broadcasting Companies
摘要
數位廣播因其數位特性及技術的發展，不只能傳遞CD音質的聲音，更可利用頻寬進行數位數據資訊服務。台灣於2005年公佈數位廣播頻率開放審議結果，除了電台策略聯盟經營數位廣播以外，數位廣播的多媒體特性，亦同時吸引了電視業者與電信業者的跨足，數位廣播未來的經營策略是否會因為科技匯流與異業整合而呈現不同的樣貌，值得去深入思索研究。再者，首批獲得籌設許可的廠商，對於整個數位廣播的產業而言，早期進入業者的經營具有指標性的意義；對於目前獲得籌設許可的這些早期進入業者而言，未來如何耕耘市場並獲得具體的成效，不僅依靠自身過去的產業經驗，亦需要客觀的建議考量。因此本研究嘗試透過資源基礎觀點與藍海策略的工具運用，深入探討數位廣播業者的核心資源，以及如何運用核心資源發展經營策略。 本研究發現：(1) 各家業者之重點核心資源具有明顯差異性；(2) 實質資產為基礎資源，因各家業者發展進程而有不同的重要性解讀；(3) 金融資產取得不困難，如何使用資金進而賺錢才是重點；(4) 無形資產構成各家業者經營策略上的差異；(5) 組織能力多集中於工程技術與內容產製方面。而受訪業者掌握其擁有之核心資源分別也有不同的經營策略：(1) A公司：針對新一代接收裝置設計的多媒體服務；(2) B公司：強調音質與圖文搭配的經營策略；(3) C公司：提出優良傳輸解決方案的行動資訊傳遞者。
並列摘要
The Digital Audio Broadcasting (DAB) provides not only sound services with CD quality, but also digital data services. Taiwan publicized the assessment result of DAB frequencies in 2005. The backgrounds of those licensed companies are not exclusive only to radio stations that would form a strategic coalition to run DAB business. Because of the multimedia features of DAB, television and telecommunication companies were also attracted into this area. Will the future business strategy for DAB show a different appearance by the convergence of technology and the integration of different businesses? This is a question worth further inquiry. This study employs Resource-Based View (RBV) and Blue Ocean Strategy to explore core resources of licensed companies, and how they make use of these resources to develop business strategy. The study results indicate that: (1) every company’s core resource strengths are dissimilar; (2) physical assets are basic resources, whose importance relate to evolution of companies; (3) it is more important that attend to command of using financial assets than attain them; (4) the specialty of a company’s business strategy is composed of intangible assets; (5) organizational capabilities are concentrated on technical innovation and content creating abilities. Moreover, there are differences in business strategy of companies: (1) company A provides the multimedia services which are aimed at receivers of new generation; (2) company B emphasizes the tie-in business strategy with audio, pictures, and texts; (3) company C wants to be a mobile information provider having exceptional access solutions.