「電信局衛星廣播電視電路服務」客戶租用意願之探討與行銷策略之研究─以有線電視頻道業者為例

Abstract

策略規劃是企業在多變環境的經營之道，而行銷策略是策略規劃的基 礎；行銷的對象是客戶，因此，瞭解客戶的購買意向才能制訂適當的行銷 策略。 本研究以 Choffray & Lilien 之工業購買行為模式探討客戶 對於電信局「衛星廣播電視電路服務」之租用意願，得到以下的結果：一 、有線電視頻道業者約有七成知道電信局有這項服務。二、提供「衛星廣 播電視電路服務」之廠商至少有五家。三、衛星廣播電視電路服務的行銷 活動以人員推銷及研討會最為有效。四、「衛星廣播電視電路服務」的設 計特性（功能、品質、價格、供租時程、維修時間）對客戶的租用意願有 顯著影響。五、影響有線電視頻道業者租用電信局衛星廣播電視電路意願 之環境限制及組織要求最重要之三個因素依次為：可提升節目訊號品質、 電信局租費合理、電信局網路維修服務較佳。六、有線電視頻道業者有意 願租用電信局衛星廣播電視電路路數，與其現有經營頻道數有關聯。 Since strategic planning is the way to manage a corporate in the environmentof variations, whereas marketing strategies is the base of strategic planning. Customers are the objects of marketing, so to understand the intention of Customers is the key to develop marketing strategies.Customers' (CATV Channel providers) intention for Directorate General of Telecommunications' Satellite Broadcasting services (DGT's SBS) is studied in Choffray & Lilien's industrial buying model in this paper. The conclusions are as follows:1. About 70％ of CATV channel providers are aware of DGT's SBS.2. There are at least 5 SBS providers in this market.3. The most effective marketing activities for DGT's SBS are personal selling and seminar selling.4. The characters of DGT's SBS have significant affections on customers' intention.5. The most important factors of environment limits and organizational expectations that affect customers' intention for DGT's SBS are: the quality of signal, cost and maintenance.6. DGT's SBS channels that customers intend to adopt are related to the channels they manage.