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  • 學位論文

台灣行動電話產業物流營運模式及其績效之研究

A Research on Logistics Operations Model and Performance Related of Taiwan Mobile Telecommunication Operators Industry

指導教授 : 嚴奇峰
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摘要


隨著WTO基礎電信協議談判過程的加快,世界各國紛在電信市場展開第二階段的電信業改革,1997年2月,69個會員國家簽署了WTO電信基本協議(Basic Telecommunication Agreement),承諾開放國內市場,更加快電信產業進入全球化競爭的階段。 我國電信自由化初始於民國1987年,當時交通電信總局首次開放用戶可自備電話機,開始了用戶終端設備自由化的措施。隨後陸續開放加值網路業務與第一類電信業務予民間經營,終於1997年開放四項行動通信業務及衛星通信業務等,並陸續於民國1998-2000年間開放電路出租等各項業務。2002年政府開放第三代行動通訊業務之後,我國已開放所有電信業務,我國電信市場亦邁入全面自由化的嶄新局面。 由於行動電話業物流營運包含的產品價值極高且具有極強的流通即可變現性,而其中對手機及SIM卡資料的收集又與後端通路商對門號開通佣金計算與產品之退貨有關,故其影響層面較傳統物流營運模式大,本研究目的是探討行動電話業者在產業與市場特性影響下,個案公司在不同的企業特徵中,因應通路的需求及配合物流產品的內容而採取的物流營運模式與組織績效關係之探討。 本研究是以企業特徵中的組織效率、擁有的資源、對抗風險能力,財務能力四個構面及個案公司行銷通路差異、物流產品內容不同對於個案公司物流營運模式選擇所產生的影響來加以探討,最後再以物流營運模式與組織績效的關係加以比較以求得企業最適之物流營運模式。 在此次研究中,中華電信、台哥大、遠傳及和信電信四家之總市佔率就以超過90﹪以上,故本研究選定上述四家業者為研究對象並利用個人之關係針對四家業者之高階主管(協理以上)作深度訪談,配合以半結構性開放式問卷就個案公司之物流營運內容、型態、通路結構及公司整體績效指標的看法等等加以蒐集以求取得資料之完整性。 本研究結果顯示,企業物流營運模式的選擇會因本身對組織效率的追求、擁有資源的多寡、對抗風險能力的強弱及行銷通路、物流產品內容差異而有不同的選擇,但是企業的策略思考模式則是來自於Williamson(1991)的混和模式之統制結構,因混合模式同時兼具了價格制度與行為限制的效果,因此往往可以使得組織成本變得較純粹市場或純粹層級要小,意即在組織與層級中選出最適組合以求總成本最小化以取得企業利益之最大化。

並列摘要


The worldwide has started the secondary stage of telecommunication revolution through the excited process of telecommunication negotiation process under the foundation of WTO telecommunication Agreement. Feb 1997, “WTO Basic telecommunication Agreement” has been signed by 69 members countries who acknowledge to open their internal telecom market, and this action has expedite the process to move the telecom industries into global competition stage. Telecom liberalization trend in Taiwan has began from 1987, and it started from the activities that Directorate General of Telecommunications (DGT) to release the policy to allow users to own their own telecom equipment。 After that, DGT released the operation of value added network. Type I telecommunication enterprises continuously, released 4 items of operation for mobile telecommunication business and satellite communication service business in 1997 and kept to release other business such as transmission circuit leasing business etc. within 1998-2000. After 3G mobile telecommunication business released to public in 2002, government has released all telecommunication business and Taiwan’s telecom market has move into fully liberalized new territory. As the logistics operation of mobile communication industries that contents the products with high value and higher cash changeable, and the imei/imsi data collection of handset and sim card also related the products return and mobile phone number’s sales commission collection for various distribution channels, therefore the overall impact in logistics is bigger than traditional logistics operation. The purpose of this research is to study the operators who under the impact form industry/market specialties how to base on different organizations characteristics to select their logistics operation model to meet logistics products contents and distribution channels requirement and the organization’s performance relate selective logistics operation model study. This research study is base on organization characteristic’s four dimensions: organization effectiveness, resource ownership, risk against capability, financial capability and different operators distribution channel variety, products contents difference and all of these results the impact of logistics operation model selection. At the end we will try to search out the optimal logistics operation model for the operators through organization performance and logistics operation model relationship comparison. As the market share for Chung Haw Telecom, Taiwan cellular, Fareastone Telecom and KG Telecom has over 90%, therefore our Research has chosen these four companies as our research target. Further more, we are gathered from depth interview along with semi-structured questionnaire to identify each operators logistics operation model, products contents, channel distribution and organization performance indicators etc. for the practical data and opinions collection purpose. Our research results indicated that logistics operation model selection will depend on organization’s effectiveness, resources, risk against capability, type of distribution channels, and products contains, however the strategy thinking from the organizations of the selection the logistics operation model is based on Williamson (1991) mixed model of governance structrure, as mixed model has both obtained good results of price system & activities limitation, and the total cost will be less than purely in market mode or in the organization mode, in other words the economic mover will chose the best combination within market and organization in order to achieve the lowest cost so that can allow organization to get maximize the profit.

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被引用紀錄


徐立斐(2007)。經營模式與行銷組合策略對消費者創新採用意願影響之研究—以台灣3G電信營運商為例—〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu200700285
別正容(2006)。國內認證實驗室營運關鍵因素之研究 —以行動通訊實驗室為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu200600098
林育葳(2015)。服務業技術商品化管理之動態績效衡量模式之探討及應用〔碩士論文,義守大學〕。華藝線上圖書館。https://doi.org/10.6343%2fISU.2015.00328
萬惠雯(2005)。通路商企業併購之財務評價探討─以遠傳併購全虹為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU.2005.00851
Wu, I. P. (2006). 行動通信服務業直營門市店長之專業職能研究 [master's thesis, National Taiwan Normal University]. Airiti Library. https://www.airitilibrary.com/Article/Detail?DocID=U0021-0712200716125416

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