近年來，寬頻網路服務市場成長趨緩且已日漸飽和，而中華電信雖位居國內寬頻網路服務之龍頭，但有線電視業者因憂心其開始發展MOD之IPTV相關加值應用，提供Triple Play的整合性服務後，將侵蝕有線電視既有市場。故開始積極提供寬頻網路服務，以成為家中唯一資訊線路提供者為目標，與中華電信相互競爭。 不同於中華電信既有一家一戶的積沙成塔推廣模式，有線電視業者以住戶密集之都會區社區大樓為主，藉低價策略欲成為社區唯一的寬頻網路服務提供者，並搶占大樓電信室，進而確保對手難以進駐，這也是最具滲透市場效益之模式。然而，中華電信之寬頻網路服務，長久以來即被定位為品質優良但價格昂貴，故要如何改變既有觀感，提供具價格彈性與整合社區相關加值服務之整體寬頻網路服務解決方案，將是決戰社區的成功關鍵。 因此如何於社區經營寬頻網路服務副品牌，提供住戶不同於以往之服務與體驗，以固守既有客戶與挽回退租及流失之客戶，為本研究重點。而副品牌與母品牌有何種差異及應具備之特質，以有效運用相關行銷策略，為本研究主要目的。故本研究目的有： 1.藉四大類定位區隔要素，定義寬頻網路服務副品牌於社區行銷推廣之定位區隔要素矩陣，以區隔與母品牌之差異。 2.定義副品牌各區隔要素的重要性順序，作為後續行銷策略執行之步驟。 3.若寬頻網路服務副品牌能滿足社區住戶需求後，其移轉意願與忠誠度之探討。 4.運用社區住戶寬頻網路使用狀況與背景資料，推論並研擬不同客戶區隔之行銷主軸。 本研究乃以大台北地區登記有案之社區管理委員會所屬大樓或封閉式範圍內所構成的集合式住宅之住戶為研究對象，進行問卷訪查。期能定義寬頻網路服務副品牌於社區行銷推廣之定位區隔要素矩陣，以形成整體面執行策略，再經由各區隔要素重要性排序決定執行之優先次序，並藉由各問項認知落差程度，擬定詳細策略執行細節。其後，以品牌轉換意願之忠誠度問項，測試上述推論之副品牌能否有效抵禦有線電視寬頻上網的低價策略與後續移轉意願，最後依交叉分析，產生不同區隔之行銷主軸。而本研究亦提出免費經濟模式與概念來強化副品牌，期能作為公司未來推展社區寬頻網路服務之參考。 In recent years, Cable MSOs fear Chunghwa Telecom（CHT） began to develop its MOD service and to provide Triple Play integrated services, thus occupy their market share of Cable TV. So they provided broadband service as well to compete with CHT, wished to be the only last mile and Triple Play services provider in market. Different from direct marketing by house-to-house of CHT, Cable MSOs focus on the community buildings, use their low price strategy to penetrate broadband service market effectively and efficiently, and seize the telecom room of buildings to keep their opponents out. However, CHT's broadband service had been positioned as high quality but more expensive long ago. So how to change this existing perception and increase price flexibility with value-added services is the key point of marketing in community. In this study, how the sub-brand of broadband service to provide different using experience and total solution is mainly focused. And the purposes of this study are: 1.Define the position of sub-brand by four major elements. 2.Choose the execute sequence of four major elements. 3.If the householders were fully satisfied by this sub-brand, would they prefer to transfer? 4.Develop the marketing tactics for different segmentations by using background information. Finally, the most important conclusion is free economic model and all suggestions are made to help CHT to develop marketing strategies for community in the future.
