| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 93 === This research is based on the structure of “Strategy Map”, and includes the financial perspective, the customer perspective, the internal perspective, and the learning and growth perspective as well. It then deduces the developing strategy of T-Commerce by “Strategy Map”.
Under the fast development of the DTV (Digital Television), first, these terrestrial television stations in Taiwan are sticking in the mud, but they prepare to develop the DVB-H technology (Digital Video Broadcasting-Handhelds); second, our CATV MSOs (Cable Television Multiple System Operators) are facing the change of the competitive market; third, the corporations that operate IPTV are confronting the content problem. This research also has advices to business model of T-Commerce. Fare platform, information exchange platform, financial information, advertising platform, content provider and mechanisms of shopping might be the better models to operate T-Commerce.
About the developing strategy, in the customer perspective, the consumers’ needs, such as convenience, customization, brand, interactivity and multiplicity, should be met as much as possible. In the internal perspective, the operation process, inclusive of the operation model, strategic alliances and the finance control, are what really count. In addition, the innovation and service brand should be taken care as well. In the learning and growth perspective, the IT engineers and management consultants should be renewed and trained, and the companies also need to establish the CRM （Customer Relationship Management）system. Last but not least, leader’s attitude is always the key to develop T-Commerce.
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