| 摘要(英) |
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.
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| 參考文獻 |
中文部份
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英文部份
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網站部份
1. I’m TV網站，2009年6月1日取用自http://www.im.tv/tvmain/index.asp。
2. Seednetnet TV網站，2009年6月1日取用自http://seednet.webs-tv.net.tw/。
3. Yam天空寬頻電視網站，2009年6月1日取用自http://tv.yam.com/。
4. 中華電信MOD網站，，2009年6月1日取用自http://mod.cht.com.tw/。
5. 午陽集團網站，2009年6月1日取用自http://www.markwell.com.tw/。
6. 台灣通訊傳播產業協進會，「台固：數位化 關鍵在NCC」，
2009年6月1日取用自http://blog.yam.com/tcia/article/18210686。
7. 威達超舜VeeTV網站，2009年6月1日取用自http://www.veetv.com.tw/。
8. 威達超舜電信網站，，2009年6月1日取用自http://www.vee.com.tw/。
9. 財團法人台灣網路資訊中心，「九十八年度台灣寬頻網路使用調查報告」，，2009年6月5日取用自http://www.twnic.net.tw/download/200307/200307index.shtml/。
10. 財團法人台灣網路資訊中心，「連線頻寬登錄查詢系統」，2009年6月5日取用自http://map.twnic.net.tw/。
11. 國家通訊傳播委員會統計資料
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http://www.ncc.gov.tw/chinese/news.aspx?site_content_sn=1140&is_history=0
b. 「98年全國各縣市基本頻道收費標準」，2009年6月1日取用自
http://www.ncc.gov.tw/chinese/news_detail.aspx?site_content_sn=644&is_history=0&pages=0&sn_f=9064
c. 「有線廣播電視系統名單」，2009年6月1日取用自
http://www.ncc.gov.tw/chinese/files/08080/320_7133_090205_1.xls
d. 「98年第1季有線廣播電視訂戶數」，2009年6月1日取用自
http://www.ncc.gov.tw/chinese/news_detail.aspx?site_content_sn=1139&is_history=0&pages=0&sn_f=10625
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