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題 名 | 臺灣地區衛星電視頻道之競爭環境與經營策略探討分析=An Exploratory Study on the Competitive Environment and Strategic Alternatives of CATV Channel Operators in Taiwan |
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作 者 | 李文瑞; | 書刊名 | 傳播管理學刊 |
卷 期 | 1:1 1999.10[民88.10] |
頁 次 | 頁35-55 |
專 輯 | 華人電視市場 |
分類號 | 557.78 |
關鍵詞 | 策略聯盟; 多系統經營者; 移轉成本; 持續性競爭優勢; 先佔; Strategic alliances; MSO; Switching cost; Sustainable competitive advantage; Preemption; |
語 文 | 中文(Chinese) |
中文摘要 | 臺灣地區有線電視產業的蓬教發展始於民國八十二年七月「有線電視法」的通過。近年來,有線電視產業的二大運作主力-頻道廠商與系統業者-更因產業、科技以及市場環境的演變而有趨向既競爭又合作的現象。 本文利用Porter之「產業結構五力分析」以及Aaker之「競爭優勢策略路徑」,針對臺灣地區衛星電視頻道廠商所面對之競爭環境及其可選擇之經營策略做一探索性的分析研究。 研究結果顯示:由於 (1)頻道廠商數目眾多以及競爭者之間高度的多樣化;(2) 平面媒體及其他電子媒體的替代威脅;(3) 下游系統業者利用MSO所產生的強大議價力量,因此衛星電視頻道廠商面臨相當程度的競爭壓力。另外,低成本、專精、綜效、先佔以及差異化,則是頻道廠商可以選擇的競爭及經營策略。 |
英文摘要 | The development of CATV industry in Taiwan has progressed fast since the government promulgated The CATV Law in 1993. In recent years, due to changes of industrial, technological and market environments, two main actors of CATV industry-channel and system operators--have shown the trend of simultaneous cooperation and competition. Using Porter Five Forces of Industrial Structure Analysis and Aaker Strategic Thrusts, this paper presents an exploratory analysis of the competitive environment and strategic alternatives of channel operators in Taiwan. Owing to (1) there are many highly differentiated channel operators (2) there are many media substitutes (3) there are strong bargaining power of the system operators forming MSO, the analytical results show that the competitive pressures facing the channel operators are very strong. In addition to the competitive environment analysis, channel operators have been recommended five strategic thrusts to reach sustainable competitive advantage-Low Cost、Focus、Synergy、Preemption and Differentiation-in this study. |
本系統中英文摘要資訊取自各篇刊載內容。