A Study on the Channel Development of Taiwan Mobile Communication Industry under Digital Convergence

• Main Authors: CHO, YU-PO, 卓佑柏
• Other Authors: 龔尚智
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/66190250468903842156

碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 97 === Benefited from technology innovation, industries like communications, technologies, and media content eagerly begin to provide multi-dimensional service under diversified equipment platform. The trend initialed “convergence phenomenon”. Retail Channels become increasingly competitive. The way to detect the changes of the digital convergence, appropriately control the core competencies of the various types of channels, and aggressively increase market shares and revenues is indeed the major topics in operational strategy for managers to think. From the aspects of transformations in the industry of mobile communications, the thesis aims to study the channel development strategy of each mobile carrier through its value propositions and consumer market research. In the era of digital convergence, it is also explored in this study how mobile carriers to reposition their roles in channels, actively control the last mile of marketing sales and gain higher operating performance compared to competitors. Through the understandings of fusion characteristics of digital convergence and behavioral change after convergence products consumed, it is suggested that the current mobile carriers should be in the form of chartered franchise to elevate the channel scale from their own accounts and enlarge market shares from great store bases which are highly controlled. Besides, the self-access could provide the service to meet the customer’s demand from all kinds of life situations by way of building large-scale convergence commodity city, medium-size regional flagship, and small convenience stores. In addition, the development of multi-channel is also indispensable; in particular, it is great to make use of the relationship within the affiliated companies to explore the potential channels. It is also necessary in strategy to strengthen the sphere of influence among the telecom industry's competitors.