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    Title: 論台灣有線電視產業的競爭政策
    Other Titles: Competition Policy of Taiwan's Cable Television Industry
    Authors: 莊春發;柯舜智
    Contributors: 淡江大學產業經濟學系
    Keywords: 產業競爭;市場競爭;潛在競爭;有效競爭;內部競爭;外部競爭;industrial competition;market competition;potential competition;effective competition;internal competition;external competition
    Date: 2008
    Issue Date: 2013-04-08 15:25:33 (UTC+8)
    Publisher: 臺北市:行政院公平交易委員會
    Abstract: 依據經濟理論競爭文獻的研究r 競爭」基本上可區分為:市場競爭、產業競爭
    與潛在競爭等三種層次。欲達成市場競爭的效果,市場上必須擁有充分的廠商數,以
    及每家廠商的決策必須是獨立的。產業競爭的達成條件則必須市場的進出,沒有法律
    等政府公權力的干預障礙,以及排除廠商主觀的人為所創造的是進入障礙,例如限制
    價格的施行、沉入成本、過多產能、產品增殖的策略、以及關鍵原料的控制。
    根據上述競爭理論為基礎,探究我國長期以來有線電視的競爭政策發展,研究的
    結果發現:就市場競爭內涵而言,過去政策上似乎忽略了有線電視最適規模特殊屬性
    的考量,使得市場的劃分並不適當。其他產業競爭引進,直播衛星電視可能由於法制
    時程的延岩、設備價格太高、欠缺夠吸引消費者的節目、控制於相同的業者手上等原
    因,最後僅成為偏遠地區民眾的收視工具。
    由電信產業跨業經營的中華電信公司的MOD服務,則由於法制上未能配合,致
    使在實際經營的過程當中引發許多的爭議,耗損相當的社會資源成本,與直播衛星一
    樣,由於欠缺殺手級的節目頻道,在消費者市場上一直無法有太大的突破。同樣的理
    由,最近因為技術進步帶來的其他網路電視,若不能在頻道的取得上有所突破,前景
    似乎也不甚樂觀。是故,就市場競爭問題的解決,本研究建議政府政策上應當重新劃分有線電視經
    營區。對於產業競爭的部份,建議未來政策上對業者上下游的垂直整合似乎應當予以
    更高的關注,若政策上允許任何業者垂直整合,則在附帶的配套措施中,應使其他的
    平台業者有公平購買關鍵頻道的機會,免得因此形成「人為」的市場進入障礙,造成
    產業競爭效果的無法發揮。According to the literature review of ecomomic theory, the connotations of
    "competition" can be divided into three levels: market competition, industrial competition
    and potential competition. The ways to accomplish market competition are sufficient
    manufacturers and these manufacturers can make decision independently. The conditions
    of succeed in doing industrial competition are that, without government interference and
    removing the entry barriers which include limit pricing, sunk cost, excess capacity, product
    proliferation strategies and essential material dominating.
    This article is base on the above competition theories and examines the competition
    policy of Taiwan's cable television industry. The result shows that, from the perspective of
    market competition, government policy seems to neglect the most optimal scale of cable
    television market. As for the level of industrial competition, because of slowly proclaimed
    Satellite Broadcasting Act, high price of DBS equipment, lack of attractive programmes and
    the ownership dominated by cable television, finally the DBS is just the broadcasting signal
    receiver for secluded area.
    Due to deficient in appropriate regulations and popular contents, the MOD service
    provided by Chunghwa Telecom has caused of social dispute and expended huge resources
    cost, but which marketing share is still much lower than cable television. The same reason,
    the further development of IPTV which is well known as network television will be
    concerned, ifIPTV couldn't able to obtain the major contents. Hence, this study emerges three suggestions. First, government should re-divide market
    scale of cable television to deal with market competition problems. Second, government
    must pay more attention to vertical integration of cable television in order to make fair
    industrial competition. Finally, if policy allows vertical integration, then government should
    establish complete plan which guarantees all television platforms having same opportunity
    to access the major contents to avoid the "artificial" entry barriers, thus industrial
    competition can be effective.
    Relation: 第15屆競爭政策與公平交易法學術研討會論文集,頁245-298
    Appears in Collections:[產業經濟學系暨研究所] 會議論文

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