以ESC模型應用在中華電信未來發展策略之研究 : 以MOD為例

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Title:	以ESC模型應用在中華電信未來發展策略之研究 : 以MOD為例
Other Titles:	An application of ESC model for the development strategy of Chunghwa Telecom : a study of MOD
Authors:	古春雄;Gu, Chun-Shiung
Contributors:	淡江大學管理科學學系企業經營碩士在職專班廖述賢;Liao, Shu-Hsien
Keywords:	環境;策略;能力與文化;關鍵成功因素;中華電信MOD;個案研究;Environment;Strategy;Ability and Culture;Crucial Factors for Success;Chunghwa Telecom MOD;Case Study
Date:	2012
Issue Date:	2013-04-13 11:15:50 (UTC+8)
Abstract:	中華電信公司(Chunghwa telecom co., CHT)之多媒體內容傳輸平台服務(Multimedia on demand, MOD)，2004年3月因倉促開台，系統不穩定、開機速度慢，影像不清等負面因素，造成民眾對MOD觀感不良，及有線電視業者聯合抵制，所以開台至今8年，用戶數雖己突破109萬戶，卻未能達到市場經濟規模，同時又面對有線電視業者積極數位化，新興視訊服務產業快速崛起及行政院數位匯流發展方案修法的不確定性，促成欲以中華電信MOD為例，探討以ESC模型運用在個案公司未來發展策略之研究。因此，本研究嘗試以個案研究法並採用ESC模型來探討中華電信MOD的關鍵成功因素(Critical success factors, CSFs)。本研究結果發現，中華電信MOD的CSFs共有12項，涵蓋環境、策略、能力與文化等構面，最後本文也將提出管理意涵與結論，提供MOD業者經營之參考，並期望MOD業務能早日達到經濟規模與持續經營。 It has been 8 years since Chunghwa Telecom CO. (CHT) launched the Multimedia On Demand (MOD) service in March, 2004. Although total users exceed 1.09 million households, but the economies of scale has not been reached. Furthermore, many challenges such as the vigorous digitalization of cable TV operators, the quick rise of emerging video services industry, and the uncertainty in the Executive Yuan law amendments regarding the digital convergence development program are all to be confronted. This research explores the application of ESC model on the future development of CHT. Therefore, this study adopts case study of HCT and explores critical success factors (CSFs) of MOD by using ESC model. Our findings of this study indicate that there are 12 CSFs on MOD’s business strategies, covering from environment, strategy and ability/culture. Finally, some managerial implications and conclusions are discussed. This study will provide a management reference to MOD operators, in the expectation that MOD can continue to operate and reach economies of scale sooner.
Appears in Collections:	[Department of Management Sciences] Thesis

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