寬頻網路通訊技術的突破，全球娛樂產業進入重組競爭結構性變化，有線電視、電信固網及無線電視等傳播媒體，逐漸朝向寬頻數位化發展。在台灣，有線電視與電信業原本是二個不同產業屬性的產業。中華電信在2004年初取得全區有線電視執照後，推出MOD正式投入影像的市場，也開啟了與有線電視在影像市場的戰火。有線電視業者面臨了中華電信挟ADSL寬頻網路300萬戶以上的普及率，朝向有線電視視訊服務的多角化經營競爭，除了積極發展數位電視與MOD抗衡外，亦透過與民營固網業者的合作，推出提供客戶寬頻電話(Cable Phone)的服務，準備反撲中華電信在語音及數據的市場。本研究以企業競爭策略聯盟相關理論，企業資源、聯盟夥伴選擇的標準等進行探討，指出有線電視系統因應MOD 跨業競爭及民營固網業者如何與有線電視系統合作，運用既有市場優勢，對經營策略作最佳調整。本研究針對有線電視與民營固網業者兩者直接競爭廠商進行策略聯盟，採用文獻分析、深度訪談及策略理論架構，進行蒐集資料分析。研究結果發現：民營固網及有線電視業者要在這嚴峻的競爭環境中打敗中華電信，必須整合各MSO公司之行銷資源，透過各MSO的網路間之連結，做到範圍更大的網內通話免費，藉此除了可以鞏固既有消費者，更可吸引新消費者的進入。改善寬頻電話技術上的限制，以服務整合(電話、視訊、網路)切入顧客的需求，運用高普及率的優勢，增加用戶黏性。合作關係的繼續磨合，透過不斷的溝通與協調，並藉由實際的合作加強對彼此的信心，確保此次的策略聯盟得以成功。 Over the past few years, with leapfrogging technology advances in broadband, wireless networking, and multimedia, the boundaries between Cable TV, Telecom industry have become less noticeable. In order to maintain competitiveness in global entertainment industry, companies begin to look for opportunities for mergers and acquisitions, rendering a substantial structural change in this industry.
The Chinese Telecom MOD Service competes in the cable TV market; obviously making the cable TV system operators under competition pressure. Competing MSOs hope to step into telecommunication market to protect their revenue and cooperate with private fixed line operators to counter-attack the voice and data market of Chinese telecommunication.
This thesis illustrates theories with respect to enterprise competition and strategic alliance, the enterprise resources, choosing strategic alliance partner. This thesis also covers discussions on certain aspects of cable TV system companies and how they handle the challenges from MOD companies.
The private fixed line operators and the cable TV system operators must consolidate all the marketing resources to promote the Cable phone to attract more customers to join their services. Also they need to improve the technology skill of cable phone in order to provide more convenient services to customers and utilizes the high popular rate advantage to increase the customer loyalty.
