An Empirical Study of Differentiation Strategy and Performance of Taiwan Private Mobile Operators

• Main Authors: Shu-Wan, Lin, 林淑婉
• Other Authors: Po-Young Chu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/92920924700318409656

碩士 === 國立交通大學 === 管理科學學程碩士班 === 91 === Since 1997, deregulation of mobile telecommunication in Taiwan market, has enabled Taiwan private mobile operators to formulate their differentiation strategies to attract more mobile subscribers. Despite of ex-monopoly Chunghwa mobile operator, those new comers have successfully implemented outstanding marketing strategy to attract Taiwan subscribers.The penetration rate has reached over 100% of the population as the highest mobile subscriber penetration in the world. The research attemps to explore individual differentiation strategies, relative competitive advantages and performance of three major Taiwan private mobile operators namely TCC (Taiwan Cellular Corp.), Far Eastern Group (FET) and KGT Telecom. As this dissertation study will reveal that Taiwan private mobile operators have adopted different strategies in order to establish their unique competitive advantages and achieved high performance. TCC creatd its competitive advantages by “quality of services” and “excellent customer services”. FET established its competitive advantages through “innovation & learning” and “efficiency”. KGT attracted customers via excellent co-ordination enterprise resource management. From performance point of view, TCC’s branding and market share strategies have won over FET and KGT. On the contrary, TCC’s revenue stream ratio and profit stream ratio are the worst over the three operators. FET established its core competences through innovation. Data service revenue and profit stream ratio of FET are the best of three operators. In the opposite, FET lost on the attributes of customer satisfactoion and ability of technical service. KGT beats its competitions on customer satisfaction, ability of technical serviceand revenue stream ratio. On another hand, the prospect of favorate ideal brand, market share, APRU, e-innovation and data service revenue, KGT bottoms from. In conclusion, Taiwan private mobile operators have successfully deployed differentiation strategies and resulted in performance differences.