探討三合一服務趨勢對台灣電信產業與有線電視業者的影響與行銷策略

Abstract

近10年來，美國電信業者歷經併購分合，電信產業版圖重整，呈現大者恆大的現象，而由於市場成熟，獲利空間有限，且又面臨新技術(如：VoIP)及有線電視業者跨入電信業搶佔語音收入等威脅，各大電信業者為了突破獲利瓶頸，企圖跨足影像市場，提供市場三合一 (語音、數據及影像)的服務，為企業奠定下一波成長動能，也使電信業者與有線電視業者間形成競爭關係，電信產業與有線電視業者間的彊界日漸模糊與瓦解，整個生態體系也急劇改變中。 反觀台灣的電信產業與有線電視業者也正面臨同樣的競爭威脅與興起一場三合一革命，這波三合一革命，對台灣電信產業及有線電信業者，將造成哪些影響? 產業生態體系是否因此改變? 而由於電信與有線電信市場係屬成熟市場，業者在推出三合一服務時，應如何制訂行銷策略與包裝，以突破成熟市場的限制? 本研究即將針對該些議題進行探討、分析並做出行銷建議。

Telecommunication industry of USA has been through huge changes, since ten years ago. After 1996 Telecommunication Act, merge and acquisitions of USA telecommunication and cable companies happened more frequently and reshaped both industries a lot. Since both markets are nearly in mature stage and new techniques, like VoIP, are growing quickly, companies in these two industries are eager to expand their business scope into the other one’s market to prevent losing revenues and to create another growth curve. It’s where triple-play service emerging from. Most telecommunication and cable companies provide bundling services, including fixed-line voice, high-speed internet and TV services, to deepen their relationship with customers and increate their wallet share. The trip-play service trend is growing fast in USA and competitions between telecommunication and cable companies are getting huge. Meanwhile, Taiwan telecommunication and cable industry just opened trip-play service competition. How triple-play competition is going to impact companies in these two industries? Same as USA, telecommunication and cable markets in Taiwan are nearly mature, how should these companies handle with these circumstances and plan their marketing strategies to breakthrough existing limitations of mature market? This research is going to explore and analyze related issues to propose recommendations of marketing strategies that those companies could adopt for trip-play competition.