有線電視經營績效影響因素之研究-以某有線電視公司為例

電視市場由原先的無線電視台寡占市場轉變成現今社會有線電視多頻道的競爭市場，電視產業面臨在競爭下市場結構變化的衝擊造成有線電視業者的經營績效影響，有線電視業者該如何因應快速發展的數位科技匯流，讓有線電視穩定獲利提升經營績效。　　本研究透過專家意見法（Ｅｘｐｅｒｔ　Ｏｐｉｎｉｏｎ）訪談有線電視主管，並建構出適用之研究雛型架構，之後運用模糊理論與模糊層級分析法（Ｆｕｚｚｙ　Ａｎａｌｙｔｉｃ　Ｈｉｅｒａｒｃｈｙ　Ｐｒｏｃｅｓｓ；ＦＡＨＰ），針對有線電視各單位主管之問卷填答結果進行分析。研究結果顯示，「產品差異化能力」、「有線廣播電視法的完備性」、「視訊市場訊息掌握能力」、「新市場開拓能力」、「新市場開拓能力」、「績效評核制度有效性」、「產品多樣化能力」及「產品品質提升能力」為影響有線電視經營績效之關鍵因素。　　指標項目折線圖顯示，經有線電視專家，一致認為有線電視經營績效影響因素是市場競爭與營運管理的落實執行，經研究分析後，有線電視必須進一步強化產品差異化及積極開拓新市場能力，因應我國網際網路ＩＰ技術不斷提升以及數位匯流的發展趨勢，完備我國有線廣播電視法修訂，有助於有線電視產業健全發展，並提升視訊市場訊息掌握能力、健全有線電視產品品質提升能力及產品多樣化能力，才能增加有線電視同業競爭強度，透過規劃（Ｐｌａｎ）、執行（Ｄｏ）、查核（Ｃｈｅｃｋ）、行動（Ａｃｔ）四階段，持續提升有線電視經營績效，並逐年審視檢討調整績效評核制度有效性，有好的績效管理制度有助於提升有線電視的競爭力，才能永續經營，期望能提供有線電視經營決策之參考。

關鍵字

電視產業；模糊多準則決策；專家意見法；模糊理論與模糊層級分析法

並列摘要

TV market from the original wireless TV oligopoly market into today's social cable TV multi-channel competitive market, the TV industry is facing the impact of changes in the market structure under the competition caused by the impact of the cable operators' operating performance, cable operators how to respond to the rapid development of digital technology convergence, so that cable TV stable profit to enhance operating performance. 　　This research uses Expert Opinion to interview cable supervisors, and constructs a suitable research prototype structure, and then uses fuzzy theory and fuzzy analytic hierarchy process (FAHP) for the cable company heads of the questionnaire to fill in the results of the analysis. The results show that "product differentiation ability", "completeness of cable radio and Television Law", "video market information mastery ability", "new market development ability", "effectiveness of performance evaluation system", "product diversification ability" and "product quality improvement ability" are the key factors affecting the operation performance of cable TV. 　　The line chart of the indicator project shows that the cable TV experts, agreed that the impact factor of cable TV operation performance is the implementation of market competition and operation management, after research and analysis, cable TV must further strengthen product differentiation and actively explore new market capabilities, in response to China's internet IP technology and digital convergence trends, complete China's cable television and television law revision, to help the cable TV industry to improve the development, enhance the ability to grasp the information in the video market, improve the ability to improve the quality of cable TV products and the ability to diversify products, in order to increase the intensity of competition in the cable industry, through the four stages of plan,do,check,act four stages, continuously improve the performance of cable TV operations, and year by year to review and adjust the effectiveness of the performance appraisal system, there is a good performance management system to enhance the competitiveness of cable TV, in order to provide sustainable management, the expectation can provide cable TV business decision-making reference.