| Summary: | 碩士 === 國立成功大學 === 交通管理(科學)學系 === 82 === Facing the impacts of business liberalization, privalization
and internalization of the telecommunication industry; and
the pressures of GATT requlations, DGT (Directorate General of
Tele- communication) has encountered more voice onopening
the oliga- poly market into a competitive market. Recently,
VAN(Value Added Network) business has been opened to the
private sectory and con- sequently, more and more
telecommunication companies have engaged in doing relevant
telecommunication business and thus result in a more severe
competitive situation. Through a service of market
evaluation andmarket segmemtation, this study aims at
identifying an optimum marketing mix strategy for DGT. The
result of this study are as follows: Through a systematic
analysis on the characteristics of VAN from 4P perspectives,
this study identifies 3 distinctive market segmemts. It appears
the characteristics of thecustomers on these 3 segment are
signigicantly differentspecifically, satisfactory ,benifit-
cost and common. Thestudy results suggest that: 1.The design
philosophies of VAN should be based on the demand of the
markets, the convenience in use, the stability of product, and
the security and confidently. 2.To enhance usage level and
usage frequence for long termand good customers, DGT may need
to offer appropriate price dis- counts. 3.To promote channel
efficiency, DGT may need to establish more display center
for VAN business and terminal facilities. DGT may also need
to identify more services agentsand simplify the application
procedures. 4.To increase sales volume and market share for
VAN, DGT may put more efforts on advertisement, personal
selling, improve insta- llation and maintenance efficiency,
and emphasis the qualify and standard of after sales
services.
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