| 摘要: | 2013年是一個移動互聯網起飛的時代，隨著智能手機的成本降低與普及，手機已從通訊工具變成使用工具；當手機與互聯網的結合，讓手機能夠更輕鬆方便的接入網際網路，進而讓人與人的互動更多元，現在要找朋友，溝通的管道更多，從1997年開始的溝通軟體ICQ到目前微軟的Skype，這些原本在電腦上的網際網路溝通軟體，現在結合了手機，可以用Line、微信、FaceTime…等與人用文字、聲音、甚至影像來溝通，在方便、快速、省錢的優勢下，即時傳訊軟體（Instant Message ）正影響著人們的生活。本研究所探討的飛信，屬於中國最大的電信業者中國移動通信集團所開發的即時傳訊軟體，在市場上始終維持在第三名或第四名，面臨移動互聯網公司持續創新與如雨後春筍般的各種產品，中國移動的即時傳訊軟體飛信該怎麼樣才能殺出重圍？也因為這樣的問題，在蒐集了許多資料後完成了本研究。企業經營成功的因素很多種，但是重要的莫過於採取有效地策略佈局與策略的執行，然這些看似簡單的佈局與執行，都與企業文化、經營理念、與創新的商業模式有密切關係。在競爭激烈的移動互聯網環境中，客戶的需求已越來越多元，對產品的要求也越來越高，如何在競爭激烈的環境中成功，必須要更創新、更市場化與客戶導向的因應方能在市場上存活。本研究以產業與市場分析的角度進入產品分析，使用的是五分析與SWOT分析，其中亦採用了策略矩陣分析，以策略矩陣做為分析產業環境以及制定事業策略的管理工具，結合中國互聯網市場與電信市場的現況進行研究。研究結果顯示，中國移動必須在飛信產品上在做明確定位，運用廣大的實體通路為優勢，持續進行產品的升級與優化，同時結合實名制的優勢，才能激烈的移動互聯網中突圍，讓飛信用戶持續成長，進而成為市場上的領先者。
2013 marks the beginning of the era of mobile Internet. As smart phones become more affordable and proliferate, cell-phones are not just telephony devices anymore. With mobile internet, it is very convenient for one to get online and interacts with one another. Instant Messaging started with the launch of ICQ in 1997. Today, with internet capable smart phones, the number of Instant Messaging supporting social interactions via texts, voice, images and even video, exploded. These include Line, Feixin, FaceTime, WeChat, … etc. With the advantages of convenience, quick, and free of charge, these Instant Messaging applications have vastly influenced people’s ways of life.
This study looks into the China Mobile Communications company, which is the largest mobile operator in China, and is the provider of an instant messaging, Feixin service, available in China. Since its launch, Feixin has been the third to forth place player in the Instant Messaging market, and has faced fierce competitions ever since. Steps should be taken for it to excel in the market.
This study analyzed the competitive forces faced by Feixin in the market, and conducted strategic planning using the Five Forces model, SWOT analysis, and the Strategic Matrix analysis methods. The result is a strategic planning proposal to China Mobile, including the needs to clearly position Feixin, to utilize the wide range of distribution channels as its competitive advantages, and continuously upgrading and improving the products. Furthermore, China Mobile should take advantage of the real-name regulations where trust is needed. The proposal is hoped to help Feixin to grow out of the competitive market and become the leader in the market. |
