| 摘要註: |
隨著數位有線電視日漸普及,有線電視的收視服務已從過去單純的類比電視,升級轉換為數位高畫質電視,也促使節目內容日趨豐富,多元的互動服務與加值服務也油然而生。國內有線電視服務在政府推動數位化政策及開放新業者以「全數位化服務」進入市場的趨動因素下,加以產業在數位技術的催化,已加速轉化成為數位有線電視服務,使消費者得以充分感受智慧家庭與智慧服務的數位生活。本研究依國內數位有線電視服務市場發展現況,從Osterwalder and Pigneur (2010)所主張Business Model Canvas商業模式的價值主張、內部營運活動、外部市場及財務效益等四大方面,就個案公司在極積推動有線電視數位化後之商業模式與創新經營的課題,分別以價值主張、關鍵活動、關鍵資源、關鍵合作伙伴、顧客區隔、顧客關係、通路、收入來源及成本結構九大要素深入分析。本研究從有線電視用戶與服務市場觀察產業發展狀況,並就個案公司訪談內容,說明數位有線電視服務發展趨勢與產品發展關鍵,進而探討顧客需求與產品服務之模式,並針對企業的未來發展進行建議。期盼研究結果,對個案公司及整體數位有線電視業者,在面對產業遽變的關鍵時刻,能夠創新商業模式及永續經營。 With the growing spread of digital cable television, cable television subscription service has evolved from the era of simple analog television into the age of high resolution digital TV. This trend encourages a growing diversity of program contents, in addition to creating various interactive and value-added services. Influenced by factors such as the government's drive to implement its television digitization policy and allow new providers to enter the market with completely digitized services, coupled with the digitization technology adopted by the industry, the cable television service in Taiwan has quickened its pace in transforming itself into a digital cable television service, thereby allowing consumers to fully experience a digital lifestyle characterized by smart home and smart services. Based on the current status of Taiwan’s digital cable TV service market development, this study explores the case company's efforts of proactively promoting a business model and innovative management following the digitization of cable TV from four perspectives: value propositions, internal operation, external market, and finances, as set forth by Osterwalder and Pigneur (2010) in their 'Business Model Canvas' model. The analysis of the case company will be conducted in nine major dimensions: value propositions, key activities, key resources, key partnership, customer segments, customer relationships, channels, revenue streams and cost structure. This study also seeks to explicate the development trends of cable TV services and the keys to product development, based on the results of interviews with the case company and observation of the current industry development from the perspectives of cable TV users and market. Based on these findings, the study will further discusses consumer needs and product service models, as well as propose suggestions regarding the future development of cable TV enterprises. It is expected that the results will inspire new business models and sustainable operations for both the case company and digital cable TV service providers during this critical period of drastic changes to the industry. |