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Title:	新進4G行動通訊業者行銷策略之研究 -以T公司為例 Research on marketing strategies of new 4G mobile communications operator -Taking T Company as an example
Authors:	李承勳 Lee, Cheng-Hsun
Contributors:	詹文男李承勳 Lee, Cheng-Hsun
Keywords:	行銷策略品牌定位 STP理論交易成本 4C分析通路管理價值主張 Marketing strategy Brand positioning STP theory Transaction costs 4C analysis Channel management Value proposition
Date:	2020
Issue Date:	2020-02-05 17:40:27 (UTC+8)
Abstract:	電信行業是一個高進入門檻的行業，因為投入資金隨電信技術與購買頻譜需求往往動輒400億以上。T 公司為一家沒有3G通訊軟硬體基礎建設的新進電信公司，在資金面也不如三大電信公司來的充裕，該公司要如何突破當時進入電信市場須面對的技術不足、資金相對缺乏的困境，在競爭激烈的4G電信市場站穩腳步，取得一席之地？本研究以T 公司為個案公司，以研究新電信公司進入市場的行銷策略，主要研究以下兩個議題，一、 4G電信市場現狀分析。二、分別為新4G新進通訊業者如何進行品牌策略（及品牌定位）？如何透過通路佈建傳遞品牌價值？可以達到什麼功效？在沒有2G/3G產業基礎下，新進業者為何可以順利進入4G通訊領域？其策略為何？研究結果顯示，在行銷策略制定前一定要對潛在客戶進行深度調查，藉以了解潛在消費者特色。並以此進行市場區隔，選定目標客群，確定品牌定位、產品策略、溝通策略，並確實執行與落實管理，確保收到行銷策略之效用。在克服沒有3G電信基礎建設方面，透過併購縮短基礎建設所需時間。並將公司價值主張轉化成公司文化，以最少的費用架設出相同通信品質之電信網路。 The telecommunications industry is an industry with a high entry barrier, because investment funds often exceed 40 billion yuan with telecommunications technology and spectrum purchase requirements. Taiwan Star is a new telecommunications company without 3G communications software and hardware infrastructure. It is not as abundant in capital as the three major telecommunications companies. How does the company break through the lack of technology and relatively lack of funds to enter the telecommunications market Dilemma, gain a foothold in the highly competitive 4G telecommunications market? This study uses Taiwan Star as a case study company to study the marketing strategies of new telecommunications companies entering the market. It mainly studies the following two topics. 1. Analysis of the current status of the 4G telecommunications market. 2. How do brand strategies (and brand positioning) for new 4G entrants? How to pass brand value through channel deployment? What effect can be achieved? Without the 2G / 3G industry foundation, why can new entrants smoothly enter the 4G communications field? What is its strategy? The research results show that it is important to conduct in-depth surveys of potential customers before marketing strategy is developed to understand the characteristics of potential consumers. And use this to segment the market, select the target customer group, determine the brand positioning, product strategy, communication strategy, and indeed implement and implement management to ensure that the effectiveness of the marketing strategy is received. In overcoming the lack of 3G telecommunications infrastructure, M & A has shortened the time required for infrastructure construction. And transform the company`s value proposition into the company culture, and set up a telecommunications network with the same communication quality at the least cost.
Reference:	司徒達賢（1999）。策略管理（第二版）。台北：遠流出版事業股份有限公司。司徒達賢（2005）。策略管理新論: 觀念架構與分析方法。台北：智勝文化事業有限公司. 吳思華（2000）。策略九說（第三版）。台北：城邦文化事業股份有限公司。邱志聖 (2014) 。策略行銷分析: 架構與實務應用（第四版）。台北: 智勝文化公司。余朝權（1994）。產業競爭分析專論。台北：五南圖書。
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932072
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932072
Data Type:	thesis
DOI:	10.6814/NCCU202000097
Appears in Collections:	[Executive Master of Business Administration] Theses

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