| 摘要: | Internet快速發展，網路內容從早期以文字為主的型態，到今天轉為豐富多元的多媒體影音內容，網際網路已成為許多人日常生活中的一部分，全球寬頻網路趨勢正逐步邁向結合語音、網路及視訊的三網合一（Triple Play）服務，隨選HDTV、線上遊戲、網路電話、部落格、社交網路及各式的網路服務與通訊的結合運用，需要高速的頻寬來支援這些服務內容。 網路科技進步快速，讓傳統的科技、媒體與電信產業產生質變，過去Flicker , Myspace 與YouTube分別被Yahoo!、News Corp.及Google買下，可證明產業的匯流趨勢正逐漸的形成。頻寬業者提供單一的上網服務模式，已經無法滿足及適應新匯流時代的消費者需求，需要進一步垂直整合提供各種加值服務，進而帶動差異化內容服務，以提升企業於產業的競爭優勢。 本研究針對數位匯流趨勢對有線寬頻產業所帶來的影響作分析，因為目前的電信業者競爭激烈，各種寬頻應用服務推陳出新，業者都在積極尋找寬頻通訊產業的藍海策略及殺手級服務，以求得更高的獲利率及市場佔有率。因此，本研究希望透過「產品需求特徵分析」的方式，研究消費者選擇有線寬頻產品的重要因素及與主要競爭者之產品特徵比較，透過交叉分析之後，規劃出適合有線寬頻產業的服務發展模式，期望能為企業找出最適合的產品競爭策略，幫助企業於數位匯流的洪流中，建立持續的競爭優勢。 With the rapid development of Internet, the online content from the early text-based style, has change into a rich and diverse multimedia content, the Internet has become a vital part of our everyday life. The global trend now a day’s is broadband network. The combination of voice, Internet and video Triple Play services, on-demand HDTV, online gaming, VoIP, blogs, social networks, and variety of network services and communication, we need High-speed bandwidth to support these services. Internet technology advanced so quickly, so the traditional technology, media and telecom industries has brought in a qualitative change. Flicker, Myspace and YouTube were Yahoo!, News Corp. and Google have bought to prove convergence of the industry trend.The bandwidth of the Internet industry in order to provide a single service model, has so far been unable to meet and adapt to the new era of convergence of consumer demand, further vertical integration is required to provide a variety of value-added services, thereby bringing differentiated content services to enhance the competitive advantage of companies in the industry. The trend of digital convergence for the cable broadband industry is to analyze the impact, because the current competitive carriers offer, a variety of broadband application service innovation, firms are actively looking for broadband communications industry, using the blue ocean strategy and the killer service in order to secure higher profit margins and market share. Therefore, this study has been conducted to "demand characteristics"approach to better understand consumer choice, It is an important factor in cable broadband products and product features with the main competitor. Through cross-analysis, planning a comparing them service for cable broadband industry development model, we can hope to find the most suitable competition strategies for the enterprise product so we can help our businesses in the flood of digital convergence, and establish a sustainable competitive advantage. |
