探討有線電視採異業合作策略對產品推廣之影響-以大台北地區有線電視為例

Exploring the Influence of Cooperation Strategy to Cable TV Product Promotion － Case of Taipei Metropolitan Area

王宥承(You-Cheng Wang)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800067

摘要

在我國有線電視經過二十多年的發展，從早期的非法播送業者到如今的數位化播送，中間其實遭遇政府政策與業者實際目標牴觸，導致數位化的推動延宕，後來經過國家通訊傳播委員會開放跨區經營，破除原本系統台獨佔局面，新業者的加入，不僅增加消費者的選擇，同時也帶來一波價格割喉戰，但數位化的同時，網路頻寬已不可同日而語，軟體服務及最後一哩價值相對提高，多餘的頻寬甚至可以與其他企業合作，推動更全面的服務。本研究先藉由文獻了解異業合作精神，及當前異業合作的方式及效益，後鎖定有線電視及固網業內人士進行深度訪談，並透過實際案例分析，試圖理清目前有線電視異業合作的現況，進而提出適當的操作模式建議。
研究發現，有線電視與不同行業的經營者聯合，在雙方具有共同行銷互惠的目的的水平式合作關係，共享一些目標客戶，共同推廣，憑藉著彼此品牌形象與名氣，來拉攏更多面向族群的客源，往往會收到互惠的效果，顧客也能得到實惠，藉此來創造出雙贏的市場利益。
有線電視透過異業合作不僅幫助系統業者強化及鞏固既有收視戶，甚至推廣到非收視戶的部分，朝向網路加值的方向邁進，讓既有的有線電視不單純只是收看頻道，甚至可以超越原本企業核心經濟價值。
然而在上述條件之下，金錢、產品、行銷為異業合作密不可分之合作標的，好的策略結盟合作關係，也有賴雙方的互信、熱忱及投入；首先要找出共同的價值觀及目標，讓結盟者深信合作對彼此都有好處，因而願意熱忱投入實際行動，並經過一段時間後能得到實際的好處。而且，策略結盟最好能以長期競爭優勢的眼光來相待，如果雙方僅以短期的獲利能力，來評估結盟合作的成效，成功的機會勢必大減。
本研究認為，競爭力就是策略結盟合作動機及方式。策略結盟合作出發點，大多是基於競爭優勢的考量，而不論是同業或異業結盟；換言之，異業合作夥伴不需要樣樣都強，只要專注自己的優勢，並找到合適的合作對象，把企業的優點加以延伸，並藉力使力把弱點補強。

關鍵字

有線電視 ； 異業合作 ； 產品推廣 ； 合作策略

並列摘要

After more than two decades of development of cable television in our country, from the early illegal broadcasting industry to the digital broadcasting, the actual situation of government policies and industry practitioners has been compromised. As a result, digitization has been delayed and then passed through the State Communications Commission Open cross-regional operation, get rid of the original system Taiwan monopoly situation, the new entrants to join, not only increase consumer choice, but also bring a wave of price cut-throat war, but the digital at the same time, the network bandwidth is no longer the same , Software services and the value of the last mile are relatively increased, the excess bandwidth can even cooperate with other companies to promote more comprehensive services. In this study, we first conducted an in-depth interviews with the industry through the literature about the cooperation and the ways and benefits of different types of cross-industry cooperation, and then locked the cable television and fixed line industry professionals. Through case studies, The status quo, and then put forward the appropriate mode of operation recommendations.
The study found that the joint operation of CATV and operators of different industries in both parties has the common goal of mutual marketing and horizontal cooperation, share a number of target customers and jointly promote, by virtue of each other's brand image and fame, to draw more ethnic-oriented Customers, often receive reciprocal results, customers can get benefits, in order to create a win-win market benefits. Through cross-industry cooperation, cable TV will not only help system operators strengthen and consolidate existing subscribers, but also promote non-subscribers, move towards network value enhancement, and let existing cable TV not only simply watch channels, but may even Beyond the original business core economic value.
However, under the above conditions, good cooperation in strategic alliances for money, products and marketing is indispensable for cooperation across different industries. It also depends on the mutual trust, enthusiasm and commitment of both parties. First, we must find out common values and goals for The allies are convinced that cooperation is good for one another and are willing to put their enthusiasm into practical action and gain real benefits over time. Moreover, it is best that strategic alliances treat each other with a long-term competitive advantage. If both sides assess the effectiveness of alliance cooperation only with short-term profitability, the chances of success are bound to diminish.
This study argues that competitiveness is the motivation and mode of strategic alliance cooperation. Strategic alliance starting point of cooperation, mostly based on competitive considerations, regardless of the same industry or alienation; in other words, different partners do not need everything strong, just focus on their strengths and find the right partner, the business To extend the advantages, and leveraging the power to make up for weaknesses.

並列關鍵字

cable TV ； cross-border cooperation ； product promotion ； cooperation strategy

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