凤信有线电视–视觉的战争.PDF

全球商業經營管理學報 鳳信有線電視 – 視覺的戰爭 第一期 98.09 161 ISSN：2076-9474 鳳信有線電視 – 視覺的戰爭 Phoenix Cable TV – A War of Vision 林坤霖 1 龔瑞維 2 楊東岳 3 摘 要 本個案主要探討鳳信有線電視自民國九十六年底加入台灣大寬頻這大家庭，基於歷史演進時代的 趨勢與追求高附加價值的兩大訴求下，鳳信以嶄新的 「台灣大寬頻」品牌整合內部產品與服務重新再 出發。在法規的保障之下，自然形成在南高雄縣成為獨大之有線電視系統業者，不過在近幾年中華電 信所主打的 MOD 從自家寬頻引渡進入各個家庭，加上強力的廣告放送之下，初期吸引為數不少的消 費者青睞，而奧運熱潮過後， MOD 之使用率有明顯下降，不過可以確信的是，中華電信在 MOD的發 展並沒有因此停滯，而有線電視業者當然也意識到此危機，鳳信也不例外。 MOD的進場，就像埋了一 個不定時的炸彈一樣，等待時機成熟之時，一舉進攻瓜分有線電視之市場，實為有信電視業者值得注 意的焦點。本個案從產業整個大環境至鳳信對內、外部之狀況分析，進而探討 MOD 入場的威脅及數 位化時代的來臨之因應，從國內有線電視發展沿革、鳳信電視簡介、產業環境分析、產業生命周期、 消費者與產品分析、現行行銷活動、多角化經營模式、及未來挑戰與展望。 關鍵字： 有線電視、鳳信、台灣大寬頻、中華電信、 MOD ABSTRACT This case study mainly discusses how Phoenix Cable TV embarked on its new brand called “Taiwan Broadband” through the integration of its internal product and service base on historical evolution and its pursuance for higher value long after it joined the big family of Taiwan Broadband service since the end of year 2007. Under the safeguard of the laws and regulations, Phoenix Cable TV eventually became the largest cable television entrepreneur in south Kaohsiung County. However, in the recent years, the launching of MOD by Chunghwa Telecom initially became a hit entering every home, and with the help of promotions and advertisements, MOD initially attracted substantial number of consumers. Until the upsurge brought about by the Olympic Games, the usage ratio of MOD decreased, but this doesn’t mean stagnation on the development of MOD. However, cable TV entrepreneurs certainly realize this crisis, and Phoenix Cable TV also realizes the same. The entry of MOD in the market is like an