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  • 學位論文

行動電話內容服務商開發內容服務之策略分析研究 - 運用分析層級程序法

A Business Strategy Analysis for Mobile Content Service Providers - Using Analytic Hierarchy Process

指導教授 : 李其瑋
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摘要


本研究運用多評準決策MCDM(Multiple Criteria Decision-Making)之分析層級程序法AHP(Analytic Hierarchy Process),探討台灣行動商務內容服務商開發內容服務之策略考量。首先從行動商務產業現況分析中,研擬出「多媒體」、「娛樂遊戲」、「社群互動」以及「資訊檢索」四類內容服務列為本研究之決策方案。決策考量因素部份,依據AHP法之程序探討國內外學者們所提之產品服務開發考量構面與其關鍵因素,綜合歸納出本研究之三個考量構面,分別為「管理競爭投資構面」、「開發品質技術構面」與「市場行銷通路構面」,以及其十七個關鍵因素,逐步將研究架構建立。然後依循AHP法之問卷設計方式設計問卷,以產業界電信系統商與內容服務商之決策、市場行銷與研發製作人員作為訪談對象,並以問卷方式進行研究。最後根據訪談問卷之結果進行AHP法之計算分析,探討分析行動內容服務商之經營策略。此外,以AHP作為業者決定內容開發策略時的決策工具,了解決策相關因素的相互影響關係,以其質量化特性,建立標準化模組,不僅能藉以回溯決策變因,讓決策者調整決策方案,亦可藉由AHP的機制,探討企業近期未來發展策略。 研究結果顯示,目前行動內容服務商選擇決策方案時宜以「娛樂遊戲」與「多媒體」服務為獲利發展主軸,輔以經營「社群互動」與提供各類「資訊檢索」服務,以建立品牌形象與客戶忠誠度,並與電信系統商協同合作,共同拓展行動商務消費市場。行動內容服務商開發不同內容服務時應注重的關鍵因素為:以考量「市場行銷通路」為主,「開發品質技術」與「管理競爭投資」為輔。探討不同服務類型時應注重之關鍵因素則分別為:「多媒體服務」應注重「符合市場需求」以確保競爭優勢;「娛樂遊戲服務」則注重「內容服務獨特性高」以差異化提供服務;「社群互動服務」是以「符合市場需求」提高投資報酬率為主要考量;「資訊檢索服務」則應注重「內容服務開發成本低」、「開發廠商議價能力高」與「內部營運管理綜效高」確保低成本開發,在眾多服務市場中脫穎而出。

並列摘要


A business strategy analysis based on AHP (Analytic Hierarchy Process), which is a quantitative assessment method in the field of MCDM (Multiple Criteria Decision-Making), for mobile content service providers in Taiwan is proposed in this thesis. Four major content services (multimedia, entertainment, virtual community and information) are chosen as alternative strategies to be analyzed. Three major factors (management/investment, development/technique and marketing/selling) and seventeen criteria are concluded from related researches. The alternative strategies, factors and criteria together form the analysis structure in our AHP method. All the data were then processed by AHP to determine the relative weights for associative factors and criteria in the form of matrices. Finally, suitable business strategies were induced from the weights of criteria. The strategies are traceable by studying the value derived from different weights. Thus, researchers can understand how factors and criteria influence the decision of business strategies. The results indicate that entertainment and multimedia services should be the major product services of mobile content providers to gain profit. Virtual community and information services are also helpful to establishing the image of business and constructing stronger customer relationship. Cooperation with telecom companies is important if the content provider intent to enlarge the market coverage.

參考文獻


吳逸融(2002),「企業導入行動科技關鍵性之策略因素」,元智大學/資訊管理研究所碩士論文。
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被引用紀錄


徐莉芳(2006)。台灣行動遊戲內容供應商商業模式之探索性研究〔碩士論文,元智大學〕。華藝線上圖書館。https://doi.org/10.6838%2fYZU.2006.00196
蔡孟恩(2008)。應用德爾菲法與層級分析法探討高ARPU族群對3G行動加值服務偏好之研究〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-2405200817373900

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