台灣電信營運商經營3C商品銷售之策略研究及探討 —以台灣國內F電信為例

Abstract

目前國內電信產業市場競爭日趨增加，跨產業競爭逐漸興起，台灣電信營運商服務及商品銷售營收受到侵蝕而劇烈下滑，再加上消費者行為又快速隨著數位科技的創新不斷改變，且物聯網生態鏈又逐漸成熟及起飛，再再都讓台灣電信業者希望能在３Ｃ產業開拓新的商業獲利模式。 然而目前消費者購買３Ｃ行為模式及習慣尚未改變，消費者對於３Ｃ物聯網商品的應用及習慣尚在成長初期，且電信營運商的銷售３Ｃ產品相關的核心資源及能力發展及運用又均在發展初期，因此透過３Ｃ產業分析及成功關鍵因素的調整，建立起創新的競爭策略，才能找到較佳的獲利商業模式。 本研究發現電信通路改變消費者至既有３Ｃ通路購買的行為模式及習慣、教育消費者３Ｃ物聯網商品的應用及知識、建立電信營運商經營３Ｃ商品及服務的核心資源及能力，並且建構電信營運商和策略合作夥伴雙贏的３Ｃ商業服務模式及較佳的獲利結構，才能有助產業長期發展。 本研究結果，建議發展與３Ｃ物聯網生態鏈廠商策略聯盟、強化電信營運商之產品力及服務平台整合能力、建構與３Ｃ主要通路之策略聯盟來強化電信業專業能力，並能共同建立完整銷售服務通路，才能創造雙贏之平台商業模式。

At present, the market competition of Taiwan telecom industry and cross industry is gradually rising. The telecom service and device revenue of Taiwan telecom operators are eroded and plummeted. And the consumer behavior is rapidly changing with the innovation of digital technology, and the IoT ecosystem is maturing and taking off gradually. The Taiwan telecom industry is hoping to exploit a new business-profit model in the 3C biz. However, at present consumers buying 3C behavior have not changed, and it’s still at early stage. The telecom operators of selling 3C products related core resources and capacity development are all in the very early development stage. So through the 3C industry analysis and key successful factors adjustment could establish innovative competition strategy and find out the better profit business model. This study found that changing consumers ' behavior of buying 3C channels, educating consumers about the knowledge of 3C /IOT, establishing the core resources and capabilities of telecom operators to managing 3C sales and service, construction win-win biz model between telecom operators and strategic 3C channel partners can help the long-term industry development. The findings of this study suggest development strategic alliance with 3C /IoT vendors, strengthen telecom operators ' product competitiveness and service platform integration ability, strategic alliance with major 3C channel players to strengthen the professional capacity of the telecom operators, and establishing a complete sales service platform to create a winning platform and business model in the future.