A Study of Marketing Mix in Competition Market on Value Added

• Main Authors: Chung Hann,Chow, 周昌翰
• Other Authors: Dung Chun,Tsai
• Format: Others
• Language: zh-TW
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/74880404361431610957

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.