淡江大學機構典藏:Item 987654321/51690
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51690


    Title: 臺灣地區多媒體隨選視訊(MOD)業務競爭策略形成之分析 : 以C公司為研究對象
    Other Titles: The analysis of competitive strategy formation for multimedia on demand（MOD）in Taiwan : a case study on company C
    台灣地區多媒體隨選視訊(MOD)業務競爭策略形成之分析 : 以C公司為研究對象
    Authors: 曾慧真;Tseng, Hui-chen
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    林志鴻;Lin, Jyh-horng;林志娟;Lin, Jyh-jiuan
    Keywords: 多媒體隨選視訊;使命陳述;競爭策略形成要素;Multimedia on Demand（MOD）;Mission Statement;elements of shaping competitive strategy
    Date: 2010
    Issue Date: 2010-09-23 15:48:25 (UTC+8)
    Abstract: 本研究是以個案公司C公司多媒體隨選視訊（MOD）業務發展現況，來探討企業如何因應環境的變化，以發展其競爭策略。並透過個案公司的使命陳述，進行其內部環境要素評估及外部環境要素評估，歸納出策略形成之重要相關因素，據以制訂其競爭策略，並期望能提供相關資訊給個案公司C公司作為參考。本研究採取探索性的個案研究法，透過國內外相關文獻探討和次級資料的蒐集，經由本研究之探討，歸納結論如下：

    一、C 公司之共同願景為「讓每一部電視都是超完美管家」，根據使命陳述的分析結果其目的要素為「擴增用戶規模，提高企業收益」，其策略要素為「無遠弗屆、綿密的網路佈局」，行為準則為「提供客戶滿意的優質節目」，其價值為「隨選即看、操作簡便、多樣化服務」。

    二、本研究在個案公司之使命陳述下，分析評估其內部環境、外部之產業競爭環境及總體環境，歸納出其競爭策略為「互動服務差異化」、強化產品服務的創新發展將企業的價值重新定位以符合現有策略。

    三、建議C 公司可採取之競爭策略：
    1.針對不同需求族群訂定優惠的付費節目價格套裝。
    2.充實豐富多樣且符合消費者口味之節目內容與互動加值服務。
    This study focuses on how the business in Multimedia on Demand（MOD）of C company develop competitive strategy when adapting to the changing environment based on the industry’s current status quo, so as to assess the internal environmental factors and external environmental factors through the mission statement of the target company; and thus summarizes the critical factors related to the strategy formulation, thereby initiating business strategies and presenting the findings to C company. Making use of the explosive case study method, this study has studied the related archives comprehensively, and collected secondary data extensively with findings as follows:

    1.The shared vision for C company is “Perfect Housekeeper” , With the business mission statement, the factors of purpose is “Increase the quantity of customer, improve benefit ” , the factors of strategy is “The most brooded network” , the principles of conduct is “Providing Excellent Program” , the value is “Any Choice will watch immediately, Easy Use, Multiple Service ”

    2.With the mission statement, this study has assessed the internal and external competitive environment of the target company together with the macro environmental factors so as to summarize “differentiation ” as the competitive strategy for company C. The three environmental key factors are sufficient for the target company to formulate its business strategies so as to initiate and modify its specific business strategies.

    3.Presenting recommendations to the C company with respect to differentiation strategy.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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