數位家庭平台應用之競爭策略-以MOD為例

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數位家庭平台應用之競爭策略-以MOD為例

The Competitive Strategy for the Applications of Digital Home Platform - A Case Study of MOD

王士韋 , Masters　　Advisor：劉恆逸　　

繁體中文

數位匯流；數位家庭；資源基礎理論；五力分析；競合理論； digital convergence ； digital home ； resource-based view ； Co-optetition

Abstract │ Reference (71) │ Altmetrics

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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.

Reference ( 71 ) 〈TOP〉

2.王麗凱（2009），「台灣IPTV服務之差異化指標及策略之研究」，碩士論文，臺灣師範大學傳播研究所。
連結：
3.石耀麟（2010），「以資源基礎理論探討國內 3C 通路賣場之競爭優勢及經營策略」，碩士論文，交通大學管理學院碩士在職專班經營管理組。
連結：
4.朱南勳、李建勳、鍾曉君、曾瀚葦、陳純郁（2011），《全球主要國家IPTV發展政策暨現況分析》，台北市：財團法人資訊工業策進會產業情報研究所 (MIC) 。
連結：
6.吳家豪（2010），「電信營運商經營IPTV之資源統治策略分析-以交易成本理論之觀點」，碩士論文，臺灣師範大學大眾傳播研究所。
連結：
7.李佳純（2001），「以資源基礎理論探討持久競爭優勢形成之因素-以『ePaper 電子報聯盟』為例」，《傳播與管理研究》，1(1)，1-29。
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