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  • 學位論文

台灣電信產業具競爭優勢資源之研究─以台灣大哥大、遠傳電信為例

Analysis on the resources of competitive advantage in Taiwan's Telecommunication Industry: Case studies of TWN and FET

指導教授 : 梁朝雲
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摘要


電信產業發展快速,語音服務市場日趨飽和,相關應用服務的發展已是全球趨勢。在台灣,資訊技術發展快速加上電信政策開放,使得電信業者跨平台經營已經不是單純的語音服務,而是有更多元的發展。國內相關電信業者,針對影音媒體的應用服務亦有著相當的企圖心,故本研究便針對國內台灣大哥大、遠傳電信等電信服務業者,根據本身既有資源的結合,對於應用服務未來的策略規劃研擬進行深入的探究。 本研究採個案分析的方式,針對台灣電信產業公司台灣大哥大、遠傳電信進行個案分析,除了針對相關經營業者進行深度訪談外,亦輔訪產業研究單位人員,以增添本研究之研究價值與多樣性。針對企業基礎資源、產業發展優劣勢等面向進行分析。經研究後了解台灣大哥大應用服務發展策略重點係以結合固網、行動、影視媒體之三網匯流,以「深根台灣」為主軸;在尚未確定在國際市場定位為何之際,台灣大哥大在海外業務發展上尚處於觀望的階段。而遠傳電信則致力於台灣本島建構完整之無線網路,並專精於應用服務平台的發展,對外則以拓展華人市場為重要目標。 最後,本研究建議,為了提供更多元的應用服務,電信公司必須思考從新定位、累積不同的核心價值,以符合時代潮流。在數位匯流來臨的時代,電信業者所面臨的競爭對手已經不僅侷限於同業間,故也應考量與不同產業甚至是同業建立合作關係。

並列摘要


The global telecommunications industry continues to rapidly expand, with significant growth in voice/data services, while related smartphone applications (APPS) have become a prevalent trend worldwide. On Taiwan, as a result of the concomitant acceleration of information technology developments and public policies conducive to opening the telecommunications market, industry participants are emerging with not only transplatform voice/data services, but truly multivaried services. Among domestic players, multimedia applications are a key competitive focal point, so this study will pursue in-depth examination of major firms on the island such as Taiwan Mobile and FarEasTone, as they integrate their existing panoply of resources, to strategize for efficacious Apps market penetration. This study deploys the case analysis method to explore key telecom firms on Taiwan, Taiwan Mobile and FarEasTone, not only through in-depth executive interviews, but also including industrial research experts, enhancing the practical utility and scope of the study. Analysis will explore corporate resource syntegrity, and industry competitive strengths and weaknesses. The study found that Taiwan Mobile focuses their apps services development strategy on a triage of fixed network, mobile telecommunications and multimedia, intending to establish “deep roots on Taiwan”; concentrating their efforts locally while considering their undetermined international market intentions, leaving Taiwan Mobile’s overseas service expansion in a pre-exploratory phase. FarEasTone, likewise emphasizes developing their island wide wireless service network on Taiwan, for deployment of their comprehensive apps platform, while hoping to pursue the greater Mandarin markets abroad as another key objective. The study also provides recommendations, noting that to provide more multivaried apps, telecommunications providers must rethink their market positioning, and accrue a core of critical competencies and values, inculcating the panoply of evolving trends. As the digital era dawns, telecommunications providers will not only face competitive threats from within their industry, but also need to be ready to apply co-opetition driven models of inter-industry cooperation.

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