本研究提出一個新穎的?位電視商務服務系統(以下簡稱:DTVMC),其運用國內無線?位電視具有的?動接收特性以及多媒體家用平台(MHP;Multimedia Home Platform)互動特性與?動通訊裝置結合,成功整合無線?位電視與?動商務,藉此進?我國無線?位電視商務服務發展研究。 ?位電視儼然成為新世紀重要媒介之一。?同於?比電視,?位電視具備?高品質之影音內容服務以及互動性。基於價值鏈與價值網???,本研究藉此探究無線?位電視業者面對?位匯?,其於相關業者間之競合方案與營運模式。研究中以情境分析,作為系統功能概?發展,並以此架構作為本研究DTVMC原型設計與施作之依據,建構整合?位電視與?動商務之商務服務系統,最後透過初步測試結果,顯示本研究之DTVMC系統具備:1. 增進?位電視節目內容豐富性與互動性;2. 增進無線?位電視業者創造多元化經營與獲?模式;3. 作為無線?位電視業者及後進研究者之?究方案。
This research is based on the Multimedia Home Platform (MHP) for Digital Video Broadcasting-Terrestrial (DVB-T) in Taiwan. We present a novel method of Television-Commerce (T-commerce) for the Digital TV and Mobile Commerce Integrated System (DTVMC). DTVMC can process and integrate content from the TV and websites that conform to the Wireless Application Protocol (WAP). The DTV has become one of the most important media in the new century. Compared to the Analog TV, the DTV provides higher quality interactive video and audio programs. To study the DVB-T business model in Taiwan, we use the Value Net and Value Chain theories to analyze the competition and cooperation scheme and the possible modes of operation for relevant industries. In this research, we utilize scenario analysis to conceptualize and develop systems for the DTVMC. Finally, we use this framework as the basis of designing and implementing the DTVMC prototype. Preliminary tests of this system show that it achieves three objectives: 1. Enrich the content of DTV programs, 2. Establish DVB-T business models that diversify management and profit-generating methods, 3. Provide a basis for related future research.