電信業者進入OTT市場之競爭策略研究 —以台灣大哥大myVideo為例;The Competitive Strategies of OTT Video Service from Telecommunication Operators: A Case Study of Taiwan Mobile myVideo

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Title:	電信業者進入OTT市場之競爭策略研究 —以台灣大哥大myVideo為例;The Competitive Strategies of OTT Video Service from Telecommunication Operators: A Case Study of Taiwan Mobile myVideo
Authors:	張家華;CHANG, CHIA-HUA
Contributors:	傳播學系電訊傳播研究所
Keywords:	電信業者;OTT影音服務;台灣大哥大;myVideo;競爭策略;telecommunication operators;OTT video service;Taiwan Mobile;myVideo;competitive strategy
Date:	2017
Issue Date:	2019-07-17 09:47:28 (UTC+8)
Publisher:	傳播學系電訊傳播研究所
Abstract:	網際網路的出現已改變人們的收視習慣，閱聽眾收看電視節目的管道已從「電視」逐漸轉變為「網路」，各大媒體業者已紛紛投入OTT網路影音服務的發展，OTT 影音服務戰在台灣熱鬧開打，相關資料指出台灣電信業者台灣大哥大旗下myVideo已開始盈利，如何經營OTT服務並於市場中獲利值得深究，因此本研究目的在於探討台灣電信業者進入OTT市場服務的競爭策略，以付費用戶數稱冠的台灣大哥大企業作為個案研究。本研究援用三個理論加以分析台灣大哥大的OTT競爭策略，第一以「五力分析」歸納出台灣大哥大面臨影音內容型OTT平台產業的環境分析，第二以Porter的三種基本競爭策略探討OTT產業的策略，第三則以「多角化策略」釐清其公司層面的經營策略。研究方法採「次級資料分析法」與「深度訪談法」。以產業環境分析的結果而言，研究發現myVideo在影音內容型OTT平台產業的環境中，面臨「產業競爭者的競爭」和「供應商」兩大威脅。在競爭策略方面，台灣大哥大的公司層級策略是採取多角化策略進入OTT產業，最大的競爭優勢是擁有一群網路用戶，因此事業層級的競爭策略採取集中差異策略。此外，集團也正積極垂直整合影視產業的上下游，以增加內容的差異性並讓用戶認同台灣大哥大這個品牌。關鍵字：電信業者、OTT影音服務、台灣大哥大、myVideo、競爭策略 The emergence of the Internet has changed people's viewing habits. The way that audiences watch TV programs has been gradually shifted from “television” to “Internet”. Several media have devoted to the development of OTT video services. The OTT video services war can be seen in Taiwan. The relevant information showed that myVideo which is from Taiwan Mobile has profited. It is worthy to study how operators can manage and profit from OTT video services industry. Therefore, this study aims to research the competitive strategies of OTT video services from Taiwan telecommunication operator and takes Taiwan Mobile as a case study. This study used three theories to analyze the OTT competitive strategies from Taiwan Mobile. First, this study analyzed the environment of OTT video industry with five forces analysis. Second, this study discussed the business strategy of OTT video industry with Porter’s generic competitive strategies. Third, this study clarified the corporate-level strategy from Taiwan Mobile with diversification strategy. The research methods were “secondary data analysis” and “depth interview”. In terms of the analysis of OTT video environmrnt, this study found that myVideo is confronted with two major threats of “rivalry among existing competitors” and “suppliers” in OTT video industry. In terms of the competitive strategies, Taiwan Mobile chose diversification strategy as its corporate-level strategy to establish OTT video service. The competitive advantage of Taiwan Mobile are its Internet users. As a result, Taiwan Mobile chose “differentiation focus” as its competitive strategy. Moreover, its conglomerate is also developing the vertical integration of film and television industry in order to increase the variation of video content and make users agree with the brand of Taiwan Mobile.Key words: telecommunication operators, OTT video service, Taiwan Mobile, myVideo, competitive strategy
Appears in Collections:	[傳播學系電訊傳播研究所] 學位論文

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