A System Dynamic Approach to Digitalization Cable Television Marketing Strategy in Taiwan

• Main Authors: Yu-Yuan Lin, 林裕原
• Other Authors: Yi-Min Tu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/84494334104542603239

碩士 === 國立中山大學 === 資訊管理學系研究所 === 95 === In recent years, information are digitalized with anything, beside internet, local cable companies are trying to upgrade their existing cables to provide many digital services to give their customers other than watching television. The boundary between traditional Internet Service Provider and local cable company slowly diminished. However, this new market require a huge investment with complex government regulation and face of many new competitors. Therefore it is believe a strong strategy tool will come in handy to help the existing company make better business judgments. This study will intend to use Strategy Map, Balanced Score Card to simulate a dynamic review upon this market of digitalized television market, together will create a system dynamic model capable of evaluate many decisions the company will be making in the future. 1. The decision of this business is often under limited resource in different stages, therefore different strategy will be carefully apply to give their best outcome, this model will tend to analysis these situation and come up with best result. 2. Under government’s new digital television regulation, pay per view policy start to merged and been accepted by the consumers. This model will show how this new trend of consumer habit tend to effect the company’s market decision. The study shows that: 1. Digital competition comes with many hidden factors, a robust entry to this market will result a failure on other segment which fail to follow up, this will eventually brings a chain reaction of total devastating outcome. 2. Human capital is another key factor of this subject, most scenario suggest company will be better taking this matter outside the film by using outsourcing. 3. The whole digitalized network require huge amount of capital, a shortage of capital pool forms a “V” shape in the time curve, resulting a slowly drop of effeteness, this is adjustable by the different type of strategy company use in this matter. 4. Consumer’s extra spending is the key income to the market, Company will need to provide better service to increase the amount of money customers willing to spend to the television service. 5. The model shows a “pay per view” system will generate less income in the beginning, but better consumer satisfaction in the long run. Once the consumers are believed in the service, they will willing to try out and spend on other service.