金融資訊數位內容產業與行動通訊產業間之策略聯盟之競爭優勢

Abstract

數位內容與行動通訊產業為近幾年來政府大力推展之主要產業。但彼等前幾年在營收的部份一直都無法突破，對數位內容業者來說，過去在網際網路上提供的數位內容服務一直無法向網友收費。另一方面，行動通訊業者，在傳統的服務提供上已經面臨營收飽和的狀態，如何推出多元化的新服務以增加營收成為重要的經營課題。越來越多的現象也指出「以內容來消耗使用者的電信費用，接著從電信費用中賺錢」是一種可行的趨勢。

本研究目的在探討行動通訊產業和金融資訊數位內容產業合作及競爭優勢之間的關係，本研究依波特的競爭優勢理論為基礎，以價值鏈的觀點來分析競爭優勢，此外企業如果能找出相關性質但不同經營單位的交互關係，則可產生競爭優勢。本研究的方法以次級資料界定金融資訊數位內容與行動通訊產業的價值鏈關係，並以深度訪談的方式找出兩者的交互關係及所產生的競爭優勢。

研究結果發現金融資訊數位內容產業與行動通訊產業策略聯盟的目的在於取得互補的能力及技術。而在交互關係上從市場、技術、及生產三個構面有較多的共用關係。利用這樣的合作關係提供了增加產能利用效益、鏈結、交互關係等控制成本的趨動因素，也增加了降低成本的競爭優勢。

Our Government devoted in developing Content Provider and Mobile Communication Industry recently. However, it’s also difficult to earn more profits in these two industries. Content provide can’t charge customers from internet. Otherwise, mobilecommunication industries have to develop more add-value services to increase income. There are a lot of phenomena points out “Customers pay more money for reading content on mobile devices.”

This thesis tries to find the relationships between alliance and competitive advantage in content providers and telecommunication industries. The Study is based on the Porter’s theory from the book of “Competitive Advantages”. Porter used value chain to analyze competitive advantages. Furthermore, if Companies find the similar relationships between different business units, they can develop competitive advantages. The study defines the value chain from the second hand materials. Besides, it also using deeply interview to find the competitive advantages.

The results of this thesis find that the financial information content providers and mobile communication industries cooperate to get the technology resources. It also finds these two industries willing to share technology resources, market information and produce process. Therefore, they could get competitive advantages from mutual relationship.