中華電信在次世代光纖網路架構下之競爭策略 -以高畫質電視為例

Abstract

近幾年來光纖傳輸技術在各國寬頻網路之應用已掀起一股熱潮，隨著客戶對頻寬需求的增大，進而已成為傳輸主流。國內電信龍頭中華電信在這幾年積極地鋪建NGN (Next Generation Network)次世代網路，這也意味著NGN在中華電信的推展下，勢必將造成國內寬頻服務及產業供應鏈之衝擊；然而中華電信MOD (Multimedia On Demand)服務在黨政軍退出媒體之規範下所衍生的問題，也將對其固網市場之經營造成影響。 因此，在本研究中，我們將探討在HDTV (High Definition Television)服務的帶動下，對各媒體經營者彼此間競爭及市場策略之優勢與劣勢分析，並且對中華電信透過光世代網路及MOD服務之整合行銷方式，且以多樣豐富之產品及結合跨平臺之整合，以突破有線電視業者對內容之鎖喉策略，擴展MOD服務之市場規模，獲得更多在跨產業競爭中的利益。

Fiber optic transmission technology has been thriving in many countries in recent years. It has become the mainstream as the demand for bandwidth grows. Being the leading Telco in Taiwan, Chuanghwa Telecom Co., Ltd. (CHT) has been aggressively deploying Next Generation Network (NGN). With CHT’s aggressive promotion and construction, NGN will have strong impacts on the broadband services and industry supply chain in Taiwan. However, under the restriction of political parties and military participation in media, CHT’s Multimedia-on-Demand (MOD) service faces relevant problems that will influence CHT’s fixed network business. Therefore, this thesis will explore the following issues: 1. The competitive strengths and weakness of marketing strategies of different media operators under HDTV influence; 2. with the combination of NGN and MOD services, product bundling and cross-platform integration, CHT’s breakthrough in the competition from cable operators, expansion of MOD market scale and obtain more cross-industry advantages.