行動通信產業實體網路與虛擬網路經營成功關鍵因素之比較研究

本研究旨在探討行動通信產業的實體與虛擬網路形態經營成功關鍵因素，並比較其異同。首先透過次級資料之蒐集，從文獻萃取行動通信產業企業經營策略之影響因素，並藉由個案研究之深度訪談，做為本研究修正關鍵成功因素之依據，設計出行動網路經營者與行動虛擬網路經營者之關鍵成功因素參考指標，再將參考指標依性質分成六大構面：1.市場商機、2.政策法令、3.行銷通路、4.財務管理、5.企業整合、6.產品價值，並以企業經營管理幹部為對象，進行問卷調查，嗣採灰色GM(0,N)模型進行權重分析。研究結果顯示，在行動網路經營者之成功關鍵因素中：「掌握競爭對手的最新狀況」最被重視，其次為「快速響應競爭者的策略活動」，第三為「資源整合能力」，第四為「政府政策的明確性」，第五為「掌握技術的發展」，第六為「推出服務產品的時機」與「法規命令的公平合理性」；行動虛擬網路經營者之成功關鍵因素則以：「法規命令的完整性」最被重視，其次為「跨產業法規的適用性」，第三為「政府政策的明確性」，第四為「推出領先競爭對手的服務產品」，第五為「快速響應競爭者的策略活動」，第六為「掌握顧客需求的改變」。探究行動網路經營者與行動虛擬網路經營者所持關鍵成功因素之差異，主要秉於二者商業模式不同，對行動虛擬網路經營要的是靈活性，而行動網路經營要的是規模經濟，兩者追求之客源群亦不盡相同。最後，本研究並分析行動通信產業經營成功因素間之關聯性，期望所得之結果能協助行動通信業者本身，進行更有效的整合與規劃，擴大事業體之經營績效，改善經營效率，以達到永續經營之目的。

關鍵字

行動虛擬網路經營者；行動網路經營者；經營策略；成功關鍵因素

並列摘要

This study is aimed at exploring the key factors of successful management for physical and virtual network forms of mobile communication industry and comparing their differences. First of all, through the collection of secondary data, the factors influencing the business strategy of mobile communication industry are extracted from the collected literature; and in-depth interview of case studies as the basis for revising key success factors for this study, Mobile Network Operator, MNO and Mobile Virtual Network Operator, MVNO are designed to be reference indicators of key success factors. According to their nature, reference indicators are categorized to six major dimensions: 1. market opportunities, 2. policy act, 3. marketing channel, 4. financial management, 5. enterprise integration, 6. product value. Take business management cadres as research subject to conduct questionnaires and then adopt GM(0,N) model for weight analysis. As the result shown, among key success factors of MNO, “getting up with the latest status of competitors” is most valued, followed by “prompt reaction to competitors’ strategic activities”, thirdly “resources integration capabilities”, fourthly “clarity of government policies”, fifthly “grasping the development of technology” and the sixth is “timing of the launch of service products” and “fair and rational regulatory orders.” As for key success factors of MVNO, “the integrity of regulatory orders” is most valued, followed by “applicability of cross-industry regulations”, thirdly “clarity of government policies”, fourthly “launching the service products leading competitors”, fifthly “prompt reaction to competitors’ strategic activities” and the sixth is “grasping the change of customers need.” To explore the differences of key success factors between MNO and MVNO, it is mainly based on the different business modes between them. What MVNO management needs is flexibility, while MNO management requires economies of scale. Customer resources they pursued are not identical. Finally, this study also analyzes the relationship between success factors in the mobile communication industry and expects that the result will help the mobile communication operators to conduct more effective integration and planning, expand the management performance of business entity and improve operational efficiency to achieve the purpose of sustainable operation.