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• Main Authors: Ying-che Chiou, 邱英哲
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/38945321166394540823

碩士 === 國立中央大學 === 高階主管企管碩士班 === 101 === Since 1996, due to the telecom liberalization in Taiwan, the government opened a lot of telecom services which allowed more network operators to join the market and to provide more services. As a result, the consumer had more options to choose from when selecting a telecom service. Meanwhile, the NCC responded to the demand of the consumer by conducting a periodic review of each telecom business, which resulted in a decrease in business profits and the competition among telecom businesses greatly increased.Fortunately, in recent years, due to the increase in the popularity of smart mobile devices and the growth of social networking sites, such as Facebook and Twitter, the developmental tide of various mobile APP application programs, directly or indirectly, has stimulated the growth of domestic use of 3G/3.5G mobile internet.This study focuses on an individual company’s mobile internet services products through “the mode of product demand analysis” to identify the significant factors which affect the consumer's choice in 3G/3.5G mobile internet services.In addition, by using cross analysis to do a comparison between major competitors and by analyzing the strengths and weaknesses of the individual company and their positioning, this study has formulated a plan to improve future 3G/3.5G services.We look forward to guiding the individual company to establish strategies for future products, to secure a long term competitive advantage, and to retain its industry-leading position in the era of 4G communications.