從顧客觀點探究行動巿場供應鏈

3G移動通信行業，越來越佔主導地位，在電信服務行業，得到日益激烈的市場競爭。創造客戶價值，對於那些誰想要自己的手機市場的關鍵問題，是依賴於供應鏈。因此，3G移動網絡運營商必須指南針3G供應鏈的整個運動的基礎上3G客戶的價值取向分析。目前，有極少數的研究，對客戶的需求和作業流程，使產品和服務，為客戶之間的關係。這項研究的最終目的是介紹，幫助3G移動網絡運營商，使他們很好的決定，在選擇方面，以提高自己的市場，以吸引新客戶，留住老的三層框架。這項研究包括的層次分析法（AHP），假定在所有的問題給定值，可以指定誰是罕見的把握3G供應鏈的工作部件和客戶的需要，從最喜歡到3G專家，至少，從而使我們能夠識別所有替代品的受訪者的優先順序。本研究採用調查表，收集從3G產業在台灣的14名專家和學者的意見。從填補3G專家的回答結果，3G供應鏈，並為客戶提供增值服務的工作組件之間的關係而得。評估框架和評估結果可以作為3G運營商檢討，改善，提高他們的服務和戰略指南。也對3G的經驗的基礎上，這項研究包括了一些關於4G以及4G和3G以及4G的發展，基於3G平台上的證據之間的關係判斷。對4G的研究提供了涉及的有關技術流的清晰洞察力的人。

關鍵字

商業對商業；電子商務；以科技為基礎的服務

並列摘要

3G mobile industry, which has increasingly predominated in telecommunication service industry, gets increasingly intensive market competition. Customer value, the key issue for those who want to own mobile market, is created relies on the supply chain. Hence, 3G mobile network operators must compass the whole movements of 3G supply chain based on analysis of 3G customer value orientation. Currently there are very few research studies about the relations between customer needs and operating process to make products and services for customers. The ultimate aim of this study is to present the three-tier framework that help 3G mobile network operators make their good decision in choosing the aspects to improve their market in order to attract new customers, retain old ones. This study includes the Analytic Hierarchy Process method (AHP) which assumes that all given values in a question can be assigned, by 3G experts who are the rare ones grasping both working components of 3G supply chain and customers need, from the most preferred to the least, thus allowing us to identify a respondent's preference order for all alternatives. This study uses survey forms to collect feedback from 14 experts and scholars in 3G industry in Taiwan. From the results of answers filled up by the 3G experts, the relations between working components of the 3G supply chain and the value-added services for customers were derived. The evaluation framework and evaluation result can be used as guides for 3G operators to review, improve, and enhance their services and strategies. Also based on the experience of 3G, this study includes some judgments about 4G along with the relationship between 4G and 3G as well as the evidence that the development of 4G is based on the 3G platform. Research on 4G gives the people involved a clear insight about the flow of technology.

並列關鍵字

Business-to-Business ； E-Commerce ； Technology-based service

參考文獻

[3] Teng, W. C., Lu, H. P., and Yu, H. J. (2009), ‘Exploring the mass adoption of third-generation (3G) mobile phones in Taiwan’, Telecommunications Policy, 33, 10–11, pp. 628-641.

[4] Lee, Y.C. (2011), ‘Competitive relationship between traditional and telecommunication services in Taiwan’, Telecommunications Policy, Vol. 35, No. 6, pp. 543-554

[5] Cheng, L.C., Sun, L.M. (2011) ‘Exploring consumer adoption of new services by analyzing the behavior of 3G subscribers: An empirical case study’, Commerce Research and Applications, Article in Press, Corrected Proof.

[6] Kuo, Y.F., Yen, S.N. (2009) ‘Towards an understanding of the behavioral intention to use 3G mobile value-added services’, Journal of Computers in Human Behavior, Vol. 25, No. 1

[7] Chen, R.H., Lin, R.J., Yang, P.C. (2011) ‘The Relationships between eCRM, Innovation, and Customer Value - An Empirical Study’, From Business Innovation and Technology Management (APBITM), 2011 IEEE International

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