國內電信市場自由化，起始於1987年8月。電信自由化促使社會更快速地資訊化，並且讓電信產業經營更有效率，同時讓消費者能夠在多家的電信業者之間選擇並保障其權益。也因此將電信產業帶入相互競爭的局面，各個行動通訊業者為爭取市場地位，除進行各種聯盟外，並絞盡腦汁推出各種別出心裁的行銷策略以取得競爭優勢，同時也為我國電信市場開啟新的一頁。 行動通訊產業自電信自由化以來，國內行動通訊市場歷經25年已經發展成為三強鼎立的市場局面。本研究使用賽局理論的PARTS模型分析台灣行動通訊服務產業現況以及個案公司情況，並歸納出其競爭優勢來源，也透過資料蒐集分析，整理出個案公司未來策略轉型與發展展望。主要的探討目的如下： 一、瞭解國內行動通信市場結構與現況。 二、提供個案公司制定市場策略及規劃經營模式參考。 三、研究個案公司經歷電信自由化的過程後，如何在競爭環境中建立並維持競爭優勢。 Liberalization of telecommunications in Taiwan has started in August 1987. It makes telecom industry work in efficient way and lets the information sharing be much more quickly and easily by the improvement of telecom industry. More than that, consumers can choose the telecommunications company which they like by themselves and the chose will be protected by the law. Accordingly, the telecom industry has been bringing into a new competitive situation. Fighting for the top of market position, telecommunication companies try variety strategies, such as alliances and marketing strategies. Telecom industry is in a whole new page from that time. After 25 years since telecommunication industry liberalization, Chunghwa Telecom Company, Far Eastone Telecommunications Company, and Taiwan Mobile Company became to stand as a three race situation in Taiwan. This study is using Game Theory of “PARTS” as a model to analysis a case company in mobile communication industry of Taiwan. The purpose of this study is trying to summery the advantages based on analysis the data of case company and to bring ideas for future strategy and development. To summarize the purposes are as below. 1. To study the market of Taiwan mobile communication. 2. To share the idea of marketing strategies and business planning of case company. 3. To discover case company how to keep competitive advantage in such competitive environment for others referenced.
