數位匯流下電信業者經營策略分析-以台灣大哥大公司為例

Business Strategy of Telecommunications Industry in Digital Convergence–A Case Study of Taiwan Mobile Co., LTD

洪逸翰(Yih-Hann Horng)

指導教授 ： 廖文華

大同大學/經營設計學院/資訊經營學系所/碩士(2010年)

摘要

近年來由於資訊科技的不斷推陳出新，行動通信及網際網路的普及發展，電信法規逐漸自由化，電信服務由獨占至開放，促成電信產業的數位匯流，使的原本產業分明的固網、行動以及有線電視，界線變成模糊，電信產業已經無法從過去只提供單一服務或產品，電信產業環境變得複雜多變且更為競爭的關係，但也帶來無窮的新商機。本研究針對數位匯流(Digital convergence)的趨勢，探討台灣電信業者的競爭策略透過深度訪談共五家電信業者八位資深專家，針對數位匯流與關鍵成功因素進行訪談，並運用 SWOT及波特價值鏈，分析國內電信產業的競爭環境，以綜合歸納出關鍵成功因素。
藉由分析國內電信業者，並以台灣大哥大個案分析。研究結果發現數位匯流下激烈競爭造成傳統語音服務營收的大幅下降；維持成長需持續投資新技術及不斷創新服務，以滿足客戶需求；組織架構應大幅調整，由產品導向變成客戶導向；業者應發展成綜合電信服務提供者，同時提供固網與行動服務，以發揮經營綜效。所導出的關鍵成功因素包含：跨業併購成效、用戶規模、客戶導向服務、開發創新服務及整合行動固網發揮綜效

關鍵字

電信 ； 數位匯流 ； 策略

並列摘要

In recent years, due to innovation of information technology, broadband usage of mobile communications and Internet services, caused gradual deregulation in telecom industry, monopolistic telecommunications services being opened and come out digital convergence in telecom industry, so that a clear distinction between industry of fixed-line, mobile and cable TV, becomes blurred. In current telecom market, telecom companies are no longer providing only one service or product, environment of telecom industry become more complex and competitive, but also bring unlimited new opportunities.
This research will focus on trend of Digital Convergence, explore strategies and SWOT of competitive carriers and apply Porter's Value-Chain models in-depth to analyze domestic telecom industry and competitive environment in order to conclude key success factors.
Through analysis of domestic carriers, and case studies of Taiwan Mobile Co., Ltd (TWM), had found that intensive competition caused revenues declined significantly in traditional voice service; to maintain business growth, telecom company requires huge capital investment in new technologies and innovative services which can meet customer demand; restructuring organization so that providing services can be significantly adjusted from product-oriented into customer-oriented; Telecom industry should be changed qualitatively into an integrated telecommunications service provider; Telecom companies should provide both fixed-line and mobile services in order to gain operational synergy. Had derived critical success factors are: effectiveness of cross-industry mergers and acquisitions, scale of end users, customer-oriented service, developing innovative services and integrating fixed-line with mobile.
Keywords: Digital convergence, strategy,telecom

並列關鍵字

telecom ； digital convergence ； stratgy

參考文獻

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