行动电话系统服务商竞争优势之研究.doc

A Study on Competitive Advantage forMobile Phone Operators in Taiwan 行動電話系統服務商競爭優勢之研究 謝文雀　Wen-Chueh Hsieh 東吳大學國際貿易系 游蓓怡　Pei-I Yu 國立高雄第一科技大學行銷與流通管理系 胡同來　Tung-Lai Hu 國立台北科技大學工業工程與管理系 ABSTRACT With the liberalization of GSM telecommunication, cellular operators are facing more and more challenge. Because of similar mobile voice and data services, it’s important to be differentiated by the competitive advantages resulted from marketing strategies. The purpose of this study is to analyze the competitive advantage of Taiwanese GSM operators at current stages and their survival in the future competition. In addition to reviewing secondary data, five licensed cellular operators are interviewed and ten propositions are constructed for further empirical study. The conclusions are: Firstly, the key factors to success for Taiwan Mobile communication industry are brand image, call quality, innovated services, price and sales channel. Secondly, the nature of the telecommunication service is the continuous upgrade of technology. Finally, convergence of the technology such as fixed line communication, multimedia access, satellite, cable TV and so on also plays an important role in operators’ decision. However, 3G (Third Generation) mobile licenses award is the immediate battle for GSM operators. Keywords: marketing strategy, cellular phone operator, competitive advantage 投稿受理時間: 92 年 10 月 15 日 審查通過時間: 93 年 1 月 8 日 摘要 本研究探討當前台灣GSM行動電話系統服務商創造競爭優勢之行銷策略。對於行動電話系統服務商而言，由於各系統商所提供的服務同質性高，因此藉由行銷策略提供差異化服務，以提升競爭優勢是很重要的。本研究為一探索性研究，針對研究問題，除廣泛收集次級資進行分析之外，並實際與台灣地區系統服務商進行深度訪談，綜合文獻回顧及訪談結論，主要研究發現如下：(1)台灣行動電話系統服務商主要成功因素包括品牌形象、通訊品質、創新服務、價格及銷售通路。(2)電訊服務的本質是科技持續不斷的精進，科技將帶動此一產業發展。(3)科技的集中化如固網、多媒體、衛星及有線電視對於系統商的決策亦扮演十分重要的角色，3G(第三代行動電話)執照的開放對於現有的GSM行動電話服務商亦帶來立即的競爭與挑戰。本研究經由分析研討後歸納六項命題，供後續實證研究深入探討。 關鍵詞：行銷策略；行動電話系統服務商；競爭優勢 I. INTRODUCTION In early 1980, there was a telecom- munication liberalization trend all over the world and the telecommunication service market gradually transfor