由需求面評估台灣行動電話產業之競爭策略

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Title:	由需求面評估台灣行動電話產業之競爭策略
Other Titles:	The Analysis of Competitive Strategy of Cellular Phone Industry in Taiwan by Demand System
Authors:	詹家彰 Chan, Chia-Chang
Contributors:	林灼榮 Lin, Jwu-Rong 東海大學管理碩士在職專班
Keywords:	台灣行動電話產業;AIDS模型;彈性分析;競爭策略;Taiwan cellular phone industry AIDS model;elasticity analysis;competitive strategy
Date:	2008
Issue Date:	2011-03-09T09:25:55Z (UTC)
Abstract:	台灣自1997年開放電信自由化後，行動電話市場由原本的獨占市場轉變為相對開放的寡占市場，由於廠商彼此之間的競爭，使得消費者的使用成本大幅降低，造成市場需求急劇增加，整個行動電話產業的總產值也逐年提升。而在面對3G以及未來Wimax的競爭，各競爭廠商除了必須對本身的競爭條件有充份的了解之外，整個行動電話產業需求體系的發展趨勢與市場特性，也是影響廠商競爭的重要關鍵因素。然而過去有關行動電話市場的研究，較少對產業需求體系與廠商競爭策略之間的關係進行深入探討，故本文先建構AIDS模型，聯立推估我國行動電話產業需求體系，並導求六家行動電話廠商之「自身價格彈性」、「市場需求彈性」、「猜測變量」與「競爭力指數」等資訊；其次，藉由搜集我國有關電信產業、行動電話產業的相關次級資料，配合本研究所得到的各項彈性推估值，兩者進行交叉分析，進而擬定與評估台灣行動電話業者的市場競爭策略。由實證結果發現，現階段的2G行動電話產業已達需求飽合狀態甚至衰退，利用降價策略以增加整體市場需求的效果相對有限，反而可能造成市場總產值的萎縮；相對地，針對行動電話用戶，進行差異性服務、消費群市場區隔及開拓數據服務市場等非價格性競爭策略顯得相對重要。 After Taiwan government carrying out telecommunications liberalization in 1997, cellular phone market in Taiwan had shifted to a more competitive market than before. The new competition results in the demand to rise and the total revenues of the market to increase by a wide margin both. In order to meet 3G and the coming Wimax , the firms which operated in 2G markets must entirely realize what competitive condition do they have, what will happen in cellular phone market in the future and what industrial characteristic must be changed, and all of these are key factors to win the war in 3G and Wimax . In recent year, however, there are not many study discussing about this, so this study applied AIDS model to the demand system in Taiwan cellular phone industry, and computed the estimations on the basis of the result of model. The estimations likes own-price elasticity ,cross-price elasticity, Income elasticity, Market share elasticity ,Allen partial elasticity of substitution, the demand elasticity of cell market and the analysis of elasticity changed. This study combined the estimations with the collections of information about Taiwan telecommunication and cellular phone market, then performed cross-analyzed to regard as the basis to decide and assess the competitive strategy of firms operating in Taiwan cellular phone market.Through this study we found that, Taiwan 2G cellular phone industry recently already achieved decline stage. The effect of using price-decreased mean to improve market demand is useless, and probably results in the total revenues to drop off. On corresponsively, non-price competitive strategy like differented strategy and customized marketing is more important.
Appears in Collections:	[高階經營管理碩士在職專班] 碩士論文

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