本論文之目的在探討網路電視導入一對一行銷模式，並以中華電信公司之多媒體隨選服務為研究個案，瞭解網路電視業之營運現況與未來發展，以及一對一行銷模式有效與否之研究。最後研究結果，將作為網路電視業者未來發展之建議與行銷決策之參考。 本研究經由歷史文獻探討相關研究與資料，並進一步訪談業者與技術廠商之專業意見，最後研擬出適用於網路電視之行銷模式。研究結果顯示，網路電視的競爭優勢，在於隨選視訊與客製化服務，且相較於單向廣播的傳統有線電視，網路電視系統具備後網路時代即時互動之要件。因此網路電視業者之行銷策略，應根據用戶個別的消費需求，找尋適切之分析工具，以導入一對一行銷模式，藉此達成企業追求更大利潤的目標。 The purpose of this paper is to explore one-to-one marketing model to implement in IPTV（Internet Protocol Television） system. This paper presents a case study of Chunghwa Telecom''s multimedia on-demand service to understand not only the current situation and the development of IPTV industry, but also the utility of one-to-one marketing model. The final results of the study will advise the IPTV industry for decision-making and marketing strategy reference in the future. This study explored through historical documents related to research. Besides, interviewed with industry and technology manufacturers of professional opinions to develop a marketing model apply to the IPTV industry. The results show that the IPTV industry''s competitive advantage lies in video on-demand and customized interactive services. In comparison to traditional one-way cable television, the IPTV system fits in the pro-internet-era of real-time information and interaction demand. Thus, the IPTV industry should seeks further additional tools in fulfilling the growing needs of one-to-one marketing to suit variant customers preferences in order to obtain greater profits.
