隨選多媒體(MOD)服務之市場區隔與行銷策略研究-以台北地區ADSL用戶為例

A Study of Market Segmentation and Marketing Strategies on Multimedia On Demand (MOD) Service -- A case study of the ADSL customers in Northern Taiwan

謝博皓(Po-Hao Hsieh)

指導教授 ： 徐 言　博士

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2003年)

摘要

無資料

關鍵字

隨選多媒體 ； 市場區隔 ； 行銷策略 ； 中華電信

並列摘要

Abstract
With the convergence of network and media and telecom, the digital content market is going to be regrouped. While broadband network users dramatically increases in Taiwan, the main operator, Chunghwa Telecom, is getting involved with the digital content industry, providing Multimedia On Demand (MOD) service for the first time. MOD service does not only broadcast TV programs and movies with the functions on demand, but also extend to various services.
MOD, the vanguard in the digital content industry, has many possibilities to achieve remarkable success. By entering the market, MOD indicates the meaning of index in digital content industries. With foreseeable competitions, in order to enhance future marketing strategy and establish market positioning.The conditions of the market’s initial stage in addition to the market segmentation should be fully undersood for the purpose of dominating the largest percentage of market share as industry becomes more stable.
The research gets three kinds of flock in statistical analysis after focusing on potential users and recovering data. All flocks in all aspects have the obvious difference partially.
Finally, the result of this research suggests the following market strategies: In the beginning, MOD and hi-channel service from the same operator will work closely, carrying on the planning stage of the operations in order to create synergy. Secondly, MOD with established market positioning, the platform provider should match and share in the process of execution to create the profitable financial effects of the company, manufacturers, and also the users. In conclusion, the content provider, with feasible marketing strategy should aim at different flocks to give the exclusive content service.

並列關鍵字

Multimedia on Demand (MOD) ； Market Segmentation ； Marketing Strategy ； Chunghwa Telecom.

參考文獻

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