- 學位論文
網路電話服務業者之核心資源及關鍵成功因素研究
The Core Resources and Key Success Factors of the VoIP Service Industry
摘要
因應寬頻網路基礎的成熟發展，國內網路電話服務近年來成長快速，用戶數顯著提升，投入此市場經營的業者也日益增加。對於網路電話服務業者來說，若能清楚地了解本身所掌握的優勢資源，以及得以立足產業的關鍵發展因素分別為何，將能協助其在資源有限的情況下，採取最準確而適當的發展策略，並能因應市場的變動而做出及時地修正。本研究主要透過質性研究的方式，尋求產業代表性業者之核心資源指標，以及透過相關從業人士的意見歸納出網路電話服務產業的發展關鍵成功因素。 本研究發現，擁有良好的行銷能力與能充分掌握行銷通路，為網路電話服務產業中共通的關鍵成功因素。各代表性業者經營網路電話服務具備的核心資源包括：(1) 亞太線上：基礎網路建設、充足的資產及人力資源以及多元的技術；(2) 網路家庭：入口網站品牌形象鮮明、電子商務領導品牌、網路經營的know-how、經營團隊的專業以及獲得Skype硬體設備的認證；(3) 數位聯合：既有採用服務的客戶群、網路電話品質檢測技術、資訊安全認證及網路經營的經驗等。 研究結論以產業關鍵成功因素與業者核心資源的整合觀點，分別給予三家代表性業者未來發展的建議：(1) 亞太線上：研擬更有效的行銷策略、調整技術及行銷人力結構；(2) 網路家庭：開發嶄新語音應用、提升資訊安全技術；(3) 數位聯合：鞏固完善資訊安全及研發能力的品牌形象等。
並列摘要
The VoIP service industry in Taiwan has grown rapidly in recent years since the broadband infrastructure becomes stable and well-developed. The amount of subscribers has a remarkably growth and new entrants also increase gradually. In this scenario, if a VoIP vendor can realize its own competitive resources, and its key success factors, then it could take precise and appropriate development strategy and the strategies immediately according to the changes in the market. This study examines the core resources of representative vendors in the VoIP industry, and summarizes the key success factors of the VoIP service industry through the opinions of relative professionals through qualitative research. The study results indicate that the common key success factors of the VoIP service industry include good marketing ability and adequate control of marketing channels. The core resources of each representative vendor in the VoIP industry are: (1) Asia Pacific Online (APOL): network infrastructure, sufficient capital and human resources, and multi-dimensional technologies. (2) PChome: vivid image of the portal site, the leading brand of electronic commerce, know-how of website operation, the professional operation team, and the certification of Skype hardware. (3) Seednet: original service subscribers, the VoIP quality examination technology, the information security certification, and the experiences in network operations. The conclusions of this study provide the three representative vendors with suggestions for future development from the viewpoints of the key success factors and core resources: (1) APOL: plan more effective marketing strategies, and revise the structure of technical and marketing human resources. (2) PChome-Skype: develop new voice applications, and improve information security technologies. (3) Seednet: strengthen the brand image of flawless information security and R&D ability.