寬頻網路的發展使人們可以透過網路使用更多的服務和應用。數位匯流即是整合語音、數據和視訊而成的三合一服務。在數位匯流的趨勢下,數位家庭的概念逐漸形成,作為數位家庭中最受注目的焦點的IPTV產業,牽扯到了電信產業、有線電視業者和內容業者間的競爭與合作。 作為電信產業的領導廠商,中華電信公司推出了名為MOD的多媒體內容傳輸平台。本研究以MOD為實例,以文獻分析法進行研究探討,希望藉由分析MOD的商業模式,找出適合的競爭策略,強化中華電信在數位家庭市場的競爭優勢,進一步提昇績效和獲利。 本研究以資源基礎理論為基礎找出應持續發展的核心資源,並運用五力分析和競合理論探討產業的競爭活動,再就其定價策略做探討進而做出結論,最後再提出未來MOD可能的發展方向做為建議。期望MOD服務能帶給人民更豐富、更便利的生活。
With the development of broadband network, people can use more services and applications. Digital convergence is the integration of Triple Play service which combines Voice, Data and Video. In the trend of digital convergence, the concept of digital home has formed gradually. As the most high-profile focus of the digital home, IPTV industry involves the competition and cooperation between the telecommunications industry, cable operators and content providers. As a leader in the telecommunications industry, Chunghwa Telecom has launched a multimedia on Demand called the MOD platform. The Object of our study is the MOD market. This study used the document analysis to discuss the market. We hope to find the suitable competitive strategies through the analysis of business models and strengthen the competitive advantage of Chunghwa Telecom in the digital home market; and further, improve the performance and profitability. This study is based on the resource-based view to find the core resources which should be developed continually, uses the Five Forces Model and Co-optetition to discuss the competitive activities of the industry, discuss the pricing strategy, and then we make conclusions. Finally, we suggest the possible direction of MOD in the future. We hope MOD can give people a richer and more convenient life.