下一代電信業者營運模式研究

Abstract

自2014年5月開始，台灣進入4G時代，中華電信身為台灣電信業之龍頭，於遠傳電信、台灣大哥大、亞太電信併國碁（鴻海子公司）、台灣之星（頂新集團子公司）等業者中，成功標得號稱「帝王頻段」的1800MHz之全球共通的頻段，成為4G LTE標案最大贏家。 本研究以文獻分析法、個案研究法以及歸納法為研究方法，並根據Porter之五力，來探討中華電信進入4G市場之後，於經營面所可能發展的經營模式，以及可能遭遇的市場競爭。 對於有關中華電信於4G時代之經營，本研究提出「降低同業競爭力」、「提高進入障礙」、「提高對上游供應商的議價力量」、以及「提高對下游顧客的議價力量」等經營原則，研究結果顯示出以下兩項。 一、Porter五力顯示個案公司之經營模式，現階段均呈現領先的態勢。 二、強化消費者議價空間之想像，將可強化個案公司之競爭力。 至於本研究之對個案公司之經營策略的建議，有兩項。 一、行銷強化與台灣共同成長的溫馨回憶及信任感。 二、4G結合固網、MOD以及光世代等進行整合性行銷。

After May 2014, Taiwan has entered the fourth generation of mobile telecommunication technologies (4G). As the bellwether of the telecommunication industry in Taiwan, Chunghwa Telecom won the bid of the globally accessible frequency (1800 MHz),which is dubbed as “the King Frequency”, among telecommunication operators, including FarEasTone, Taiwan Mobile, Asia Pacific Telecom merged with Ambit Microsystems Company (a subsidiary of Foxconn), and Taiwan Star Telecom (a subsidiary of Ting Hsin International Group). Thus, Chunghwa Telecom became the primary winner in the 4G Long-Term Evolution bids. This study used literature analysis, case study design, and induction as the research methods. Based on the Porter five forces analysis, we explored the business model that Chunghwa Telecom may develop and possible market competitions it may encounter after entering the 4G market. Regarding the business operation of Chunghwa Telecom in the 4G era, we proposed business principles, such as decreasing intraindustry competition, increasing the entry obstacles, and enhancing the bargaining strength against upstream suppliers and downstream customers. The results are shown as follows. 1. The Porter five forces analysis shows that the case company’s business model is relatively advanced compared with other telecommunication companies. 2. Enhancing the imagined consumer bargaining space can strengthen the competitiveness of the case company. We proposed two suggestions regarding the business strategies of the case company. 1. Marketing strategies should emphasize the trust and homely memory regarding the growth with Taiwan. 2. Integrated marketing should be conducted by combining 4G with fixed networks, multimedia on demand, and Optical Network Generation.