固網業者在數位匯流趨勢下的經營策略探討-以A公司為例

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题名:	固網業者在數位匯流趨勢下的經營策略探討-以A公司為例
作者:	王怡然;Wang,Yi-Jan
贡献者:	管理學院高階主管企管碩士班
关键词:	固網;數位匯流;策略;電信自由化;business strategy;digital convergence;fixed telecommunication network;Telecommunications deregulation
日期:	2008-06-05
上传时间:	2014-05-08 15:31:48 (UTC+8)
出版者:	國立中央大學
摘要:	隨著世界各國電信自由化趨勢的推動，我國於民國八十六年交通部開放國內電信事業市場。在各項開放業務當中，政府於民國八十九年五月核定「固定通信業務管理規則」，將室內電話、國內長途、國際電話等固網業務，作最後一波電信自由化，讓新的民營業者進入過去屬於壟斷的固定通信市場；這些新進民營固網業者，諸如台灣固網(TFN)、A公司、亞太電信(APBT)等公司卻因為諸多不利發展因素的限制，以及過去獨占市場業者中華電信(CHT)以不公平的市場策略壓制下，使得這些業者在過去數年投資了數百億資金於網路建設上，仍然無法於本業獲利。然而，隨著所有固網業者提供寬頻服務的提昇，Triple Play(三合一電信服務)等應用趨勢(簡稱數位匯流)，卻在另一方面蓬勃發展，為固網業者過去的巨額投資帶來可能的應用與成長契機。本研究之個案公司―A公司，在面臨此一經營困境下，如何能掌握此次產業的轉機開創出新的局面，為本研究的主要動機。藉由個案分析的方式，本研究將針對個案公司在此趨勢下所可能導出新的經營策略進行診斷並提出建議，並提供給整體民營固網業者做為參考。本研究之主要研究目的如下：一、探討台灣電信自由化後個案公司的經營策略與其績效。二、目前固網業者普遍面臨的經營困境。三、探討數位匯流趨勢下相關產業生態。四、探討寬頻技術的演進與新一代技術之發展趨勢。五、探討個案公司在數位匯流趨勢下，如何重新定位其市場角色與經營策略。本研究採個案分析方式，先以產業趨勢分析重點著眼於產業目前規模、數位匯流的形成，與對個案公司發展經營策略及產業內之競爭情勢，並以此分析結果作為產業經營策略導出之條件前提，再經由系統化的策略管裡下導出可行的經營策略。本研究結果對個案公司經營策略之建議如下: 一、以新一代網路技術為基礎在重點區域建置網路。二、結合集團內通信服務業資源與品牌，建立營收基礎。三、加強與潛在競爭對手的合作。四、為客戶創造價值發展緊密的客戶關係。五、與產業價值鏈合作夥伴共同提供服務。六、在數位匯流扮演關鍵資訊通路商角色。另外，本研究著重在數位匯流對個案公司經營策略的影響，並提出了幾項具體策略上的建議，然而這些策略的配套執行計劃中，仍有許多需要進一步探討的問題，此方面可供未來研究者作更深入探討。 ;Following the trend of global deregulation of telecommunications services, the Ministry of Transport, R.O.C., took it first step in the deregulation of this market on 1997. Among different sectors of telecommunications services, the Fixed Telecommunication Network (FTN) was the last sector to be deregulated. This process was completed by the end of 2000, three new operators (TFN, NCIC, and APTG) were rewarded a license to offer FTN services. This sector was mainly in the areas of city calls, long-distance calls, leased lines and international calls, it was used to be monopolized by Chunghwa Telecom (CHT), a government-run enterprise, before the deregulation. Those new FTN operators spend several billions of dollars to build the network infrastructures each year, but the result, continuous operation loss, is far lower than shareholders’ original expectation. In the other hand, the idea of triple play, also called digital convergence, is feasible and booming with the broadband access bandwidth and quality upgraded by FTN operators due to free market competition. The concept of triple play brings new forms of On-Line services which might highly rely on FTN resources; this gives a growth opportunity to new operators. This study tries to find the ways for a new FTN operator to resolve its operation dilemma while the industry is changing due to digital convergence. The purposes of this study are: 1.The overview of FTN operation result after deregulation. 2.The challenges for those new FTN operators. 3.The telecommunication sectors involving in digital convergence. 4.The key technologies enable the digital convergence. 5.The business strategy for a new FTN operator under the trend of digital convergence. This study forms business strategies for new FTN operators by way of a single case study. The research process begins with the industry scale study, the realization of digital convergence, industry competition, and the review of past business strategy for the target company in the case study. All these information is the fundamental of future strategy development. Then through a systematic strategy development, the study can propose six business strategies to the company: 1.To use new information technologies and build the advanced network in selective areas. 2.To integrate the telecommunication resources with the same conglomerate. 3.To cooperate with potential competitors. 4.Close study the customer wants on information services and fulfill their needs. 5.To create tight relations with the vendors in industry value chain. Join force with them to create converged services. 6.To play a critical node in the information delivery between content/service providers and customers. The study also points some important topics related to FTN services in the trend of digital convergence, they can be the interest for further study.
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