| DC 欄位 |
值 |
語言 |
| DC.contributor | 資訊管理學系在職專班 | zh_TW |
| DC.creator | 許家銘 | zh_TW |
| DC.creator | Chia-Ming Hsu | en_US |
| dc.date.accessioned | 2009-7-16T07:39:07Z | |
| dc.date.available | 2009-7-16T07:39:07Z | |
| dc.date.issued | 2009 | |
| dc.identifier.uri | http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=964303019 | |
| dc.contributor.department | 資訊管理學系在職專班 | zh_TW |
| DC.description | 國立中央大學 | zh_TW |
| DC.description | National Central University | en_US |
| dc.description.abstract | 寬頻網路與科技的進步及的快速發展下，各國政府積極推動相關政策與法令，以促進數位科技的匯流，使通訊與廣播電視產業可以相互的競爭，促進產業的發展。近年來，我國亦逐步修改相關法令，成立獨立機關。國家通訊傳播委員會 (National Communications Commission, NCC) 2006年開放了有線電視業者可就其有線電視經營區域經營市話業務，而電信業者亦可以提供Internet Protocol TV (IPTV) 平台服務。相關法令的改變與業者的積極投入，台灣的通訊廣電匯流之路已正式大步邁開。
中華電信於2004年推出Multi-Media on Demand (MOD) 業務，跨入有線電視的營運範疇，初期由於法令的不完備使得MOD是以有線電視方式經營，卻不受有線電視廣播法的規範，雖於2006年NCC要求其轉變為平台營運模式經營，但已經造成了競爭不對稱的狀態，有線電視業者已難以與中華電信MOD競爭。
個案公司為台灣第一家經由NCC審查通過「多媒體內容傳輸平台」經營許可的有線電視業者，並取得小固網經營執照，為有線電視跨足三合一整合通訊服務的指標公司之一。因此本研究將以個案研究方法，從競爭優勢與資源基礎觀點的角度切入，以分析有線電視業者經營IPTV服務的核心資源及競爭優勢做為主要研究方向，並且與其競爭對手中華電信MOD做比較，分析兩者的差異，藉以有效的訂定策略發展方向，提供有線電視產業做為發展IPTV的參考。
研究發現，由於個案公司仍受限於法令限區經營的限制，無法有效的推展其IPTV，尚無法與MOD競爭，唯有善用集團內資源以及整合產業內其他同業及供應商的策略合作，降低成本，提供差異化的IPTV服務，深耕品牌價值。並積極與產業內相關企業進行策略聯盟或是合作，才有可能與中華電信MOD競爭，使產業競爭態勢較為平衡。
| zh_TW |
| dc.description.abstract | As a result of speedy technological development of broadband networks, governments around the world continue on an aggressive pace of enhancing the competition between the telecommunication and television broadcast industries. In recent years, Taiwan authority has been amending related regulations and initiated an independent association “National Communication Commission (NCC)”. In 2006, cable TV operators were permitted to provide local phone business in their cable TV service areas while telecommunication operators were permitted to provide an Internet Protocol TV (IPTV) platform. The adjustment of regulations and the aggressive investment of private sectors have engineered the convergence between telecommunication and television broadcast industry in Taiwan.
Chunghwa Telecom (CHT) launched MOD service in 2004, which made itself go across to the cable TV operator’s business field. Due to the regulation deficiency in the beginning, MOD providers operated as a cable TV operator, but were not regulated by the Cable Broadcasting and Television Law. Although CHT had transformed its role into a platform operator at the request of NCC in 2006, the phenomenon of asymmetric competition has already appeared in the industry. It is difficult for cable TV operators to compete with CHT on IPTV service.
The case company is the first cable TV operator in Taiwan and it has acquired the multimedia transmission platform license and fixed network operating license. The company is viewed as a benchmark for other cable TV operators on providing triple-play service. This research analyzes this company from the perspectives of competitive advantage and the resource-base view. How the cable TV operator utilizes core resources to carry on its IPTV service and how to keep its competitive advantages are the main research questions. The company’s IPTV product is also compared with that of its major competitor, MOD. Competitive strategies will be proposed as the result the research. The conclusion of this research could be used as a reference for cable TV operators who intend or have already provided IPTV service.
It is found that the legal restriction makes the case company unable to sell IPTV services effectively, and this constraint makes it hard to compete with MOD. Only when the case company can differentiate its IPTV service and establish brand value by leveraging resources within its enterprise group and strategically partnering with other industrial players, then will it have a capacity to compete with CHT’s MOD, leading to a more competitively balanced IPTV industry.
| en_US |
| DC.subject | 三網合一 | zh_TW |
| DC.subject | 網路電視 | zh_TW |
| DC.subject | 競爭優勢 | zh_TW |
| DC.subject | 資源基礎理論 | zh_TW |
| DC.subject | IPTV | en_US |
| DC.subject | competitive advantage | en_US |
| DC.subject | resource-based theory | en_US |
| DC.subject | triple-play | en_US |
| DC.title | 有線電視業者經營IPTV之競爭優勢分析—以個案公司為例 | zh_TW |
| dc.language.iso | zh-TW | zh-TW |
| DC.title | Competitive Advantage Analysis for Cable TV Operators to Operate IPTV Sercive: A Case Study of The Cable TV Operator | en_US |
| DC.type | 博碩士論文 | zh_TW |
| DC.type | thesis | en_US |
| DC.publisher | National Central University | en_US |