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題 名 | 鳳信有線電視--視覺的戰爭=Phoenix Cable TV--A War of Vision |
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作 者 | 林坤霖; 龔瑞維; 楊東岳; | 書刊名 | 全球商業經營管理學報 |
卷 期 | 1 2009.09[民98.09] |
頁 次 | 頁151-161 |
分類號 | 557.77 |
關鍵詞 | 有線電視; 鳳信; 臺灣大寬頻; 中華電信; MOD; Cable TV; Phoenix Cable TV; Taiwan Broadband; ChungHwa telecom; |
語 文 | 中文(Chinese) |
中文摘要 | 本個案主要探討鳳信有線電視自民國九十六年底加入台灣大寬頻這大家庭,基於歷史演進時代的趨勢與追求高附加價值的兩大訴求下,鳳信以嶄新的 「台灣大寬頻」品牌整合內部產品與服務重新再出發。在法規的保障之下,自然形成在南高雄縣成為獨大之有線電視系統業者,不過在近幾年中華電信所主打的MOD從自家寬頻引渡進入各個家庭,加上強力的廣告放送之下,初期吸引為數不少的消費者青睞,而奧運熱潮過後,MOD之使用率有明顯下降,不過可以確信的是,中華電信在MOD的發展並沒有因此停滯,而有線電視業者當然也意識到此危機,鳳信也不例外。MOD的進場,就像埋了一個不定時的炸彈一樣,等待時機成熟之時,一舉進攻瓜分有線電視之市場,實為有信電視業者值得注意的焦點。本個案從產業整個大環境至鳳信對內、外部之狀況分析,進而探討MOD入場的威脅及數位化時代的來臨之因應,從國內有線電視發展沿革、鳳信電視簡介、產業環境分析、產業生命周期、消費者與產品分析、現行行銷活動、多角化經營模式、及未來挑戰與展望。 |
英文摘要 | This case study mainly discusses how Phoenix Cable TV embarked on its new brand called “Taiwan Broadband” through the integration of its internal product and service base on historical evolution and its pursuance for higher value long after it joined the big family of Taiwan Broadband service since the end of year 2007. Under the safeguard of the laws and regulations, Phoenix Cable TV eventually became the largest cable television entrepreneur in south Kaohsiung County. However, in the recent years, the launching of MOD by Chunghwa Telecom initially became a hit entering every home, and with the help of promotions and advertisements, MOD initially attracted substantial number of consumers. Until the upsurge brought about by the Olympic Games, the usage ratio of MOD decreased, but this doesn’t mean stagnation on the development of MOD. However, cable TV entrepreneurs certainly realize this crisis, and Phoenix Cable TV also realizes the same. The entry of MOD in the market is like an untimed bomb, waiting for an opportunity, and as it matures, a probable attack thereby sweeping the cable TV market is one of the possibilities which television entrepreneurs give attention to. This case study explores the threats upon entry of MOD and the necessary feedbacks for the digital era through the analysis of the industrial environment of Phoenix Cable TV both internally and externally. Presentations ranging from the evolution of cable TV, synopsis on Phoenix cable TV, analysis on the industrial environment, industry life cycle, consumer and product analysis, current marketing activities, diversified management model, future challenges and visions are given. |
本系統中英文摘要資訊取自各篇刊載內容。