| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 98 === Chunghwa Telecom Co., Ltd. is the largest telecommunication operators in Taiwan. In recent years, it endeavors to expand its investments in developing media advertisements. Based on its previous experiences on canvass of yellow-page and internet advertisement, recently the company has initiated the extensions of MOD and mobile advertisement. In order to discuss the key factors for success management of these new businesses, this thesis aims to find effective competitive strategies of the new advertisement platform for Chunghwa Telecom.
In this thesis, second-class data has been utilized to analyze and identify the current managements of some other homogeneous operators to find the key success factors. Interviews with the advertisement development teams in Chunghwa Telecom are undertaken, as well as the survey on experiences of media agency. And use the theory of normal competitive strategies, the analysis of SWOT and Porter's 5 Forces Analysis to discuss it.
An anlysis result has been made that the biggest advantage of Chunghwa Telecom is that it has varities of the new media, the most widespread deployment of line and the plentiful database of customers, however, the unfinished integration of resources and the types of media that audience are not used to using are the barriers of the development. Therefore, it affects the ability of negotiating price to the contents provider and the balance between cost and price of the sales of advertisement. However, the enterprise makes one element of the competitive strategy, the value of manager, and the insufficient of developing the differential competitive strategy results in the difficults to develop the promotion of the competition of products.
This thesis concludes that Chunghwa Telecom has the fundamental advantages of developing the new media advertisements. If it wants to increase the competitive ability to overcome the threats for increasing the acceptance of the markets, taking the differential competitive strategy and cooperating with the relevant elements of organization synchronously are the best opptunities to increase the competitive ability.
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