台灣4G行動通訊產業行銷策略與評估分析-G公司個案研究; A Case Study on Marketing Strategy and Analysis of Mobile Telecommunications Industry in Taiwan

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题名:	台灣4G行動通訊產業行銷策略與評估分析-G公司個案研究;A Case Study on Marketing Strategy and Analysis of Mobile Telecommunications Industry in Taiwan
作者:	李彥廷;Yen-ting Lee
贡献者:	資訊管理學系碩士在職專班
关键词:	4G;SWOT 分析;行銷策略;行動通訊產業;WiMAX;WiMAX;4G;Mobile Telecommunications Industry;Marketing Strategy;SWOT Analysis
日期:	2011-07-14
上传时间:	2012-01-05 15:12:07 (UTC+8)
摘要:	資訊及通訊技術日新月益，行動化的工作、生活與學習方式是全球新趨勢，同時也是提升個人與國家行動競爭力的關鍵要素。觀察近期行動數據服務的發展，可發現無線寬頻網路的興起，逐步帶動各類寬頻應用的無線化及行動化，創造更為多元的營運模式。本研究主要探討 4G 行動通訊產業現況及未來趨勢，在文獻資料基礎上，建立本研究之架構。本研究首先進行產業分析，以瞭解行動通訊產業的總體環境背景及現況。其次，深入探討個案公司的行銷策略及其競爭優勢。最後，本研究應用 SWOT 分析，結合個案公司現有的資源與能力，提出個案 G 公司未來的發展及建議。經由研究分析本個案後，歸納整理研究結論如下： 1. WiMAX為目前最成熟的寬頻技術。 2. 兼顧 4G 行動寬頻需求與未來發展，迎接 WiMAX 2 與 LTE 十倍速時代。 3. 深耕國內銷售通路，拓展國際通路版圖。 4. 帶動台灣 4G 產業供應鏈，共享發展商機。 In recent years, using new information and communications technology in working, living and learning mobility is a new global trend. It is a key factor to raise personal and national competitiveness as well. Wireless broadband network grows rapidly in the recent development of mobile data service. It creates even more diversified business model with wireless and mobile broadband applications. The main research scope involves the current mobile telecommunications industry status and future trends. The research basis includes secondary sources and papers. In this research, industry analysis methods are used to analyze the 4G mobile telecommunications industry to understand the macro environment background. Moreover, the market strategy of the case company and its competitive advantage are analyzed in detail. Finally, through SWOT analysis, this research combined the case company's existing resources with its capacity to provide some recommendations for the case company regarding its future development. From research and analysis, the conclusions are as follows: 1. WiMAX is the best qualified technology for the 4G mobile telecommunications industry. 2. Taking into consideration the 4G broadband growth demands and future development, the trend is to go into WiMAX 2 and LTE mobile broadband age. 3. Co-work with local business channels and enlarge international market share. 4. To share business opportunity with local 4G mobile telecommunications supply chain in Taiwan.
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