創新密集服務業之策略分析-以中華電信為例

Abstract

摘要

本研究是以創新密集服務平台 (IIS)分析台灣的電信服務公司之發展策略，以中華電信提供的多媒隨選視訊服務來探討公司層級的策略分析，並勾勒出家用閘道器的發展。研究方法主要架構是以創新密集服務分析模式為基礎，設計出具有客製化程度及創新類型兩大構面之矩陣模型，構面的縱軸為五種創新類型、橫軸為四種程度的客製化服務。在研究方法方面，本研究採用文獻分析、專家訪談與專家問卷調查，進行小樣本分析內部核心能力與外部資源涵量的關鍵成功因素。

研究結果發現，以目前中華電信MOD的發展趨勢而言，其定位在一般型服務/流程創新，未來希望朝向矩陣中的選擇服務/結構與市場創新。本研究根據專家訪談及問卷結果，分析出中華電信在未來選擇服務/結構與市場創新之定位上，內部核心能力方面應當朝向彈性服務效率的掌握、與供應商的關係、採購彈性、規模經濟能力、品牌與企業形象、通路管理能力、客製化能力七項因子去提升內部核心能力，而外部資源方面應當對上下游廠商配合能力、企業公關能力、資訊與製程管理能力、品牌形象與商譽、目標市場支配控制能力、 通路管理能力、行銷人員管理能力七項因子來強化其外部資源涵量。

關鍵字：客製化、創新密集服務業、價值鏈、多媒體隨選視訊服務、中華電信

ABSTRACT

The thesis reports on a strategic analysis of the telecom services, emphasizing on the firm-level advantage. The IIS model was used to assess the core capabilities within a firm’s networked value chain and external resources. The IIS model entails a 2-dimensional analysis, containing five innovation types (vertical axis) and four different types of customization levels (horizontal). Three research methods used for data collection are literature review, expert interview, and general survey. As for Chunghwa Telecom MOD services, results reveal that CHT’s positioned is currently at generic service/process innovation. The future direction may aim at selective service/structural and market innovation. Results also point out Chunghwa Telecom must strengthen its core capabilities in Modular Service, Efficiency of The Flexible Service, Supplier Relationship management, Flexible Purchase, Scale Economic, Brand and Business Image, Channel Management, Ability of Customization, Public Relations, Information and Process Management, Goodwill, Target Market Control and Customer Relationship Management. Thus, Chungwha Telecom may integrate more customization capabilities and diversify into the digital contents on Telecom service platform. Evaluating the difference matrix leads to a conclusion that CHT may implement the strategic development on MOD services and realize the controlling of a specific focus. Moreover, this research suggests that the IIS model help develop industry-specific, strategy and policy to facilitate the broadband Internet development.

Keywords: customization, Innovation-Intensive Services, value chain, multimedia on demand, CHT