[[alternative]]The study of the business strategy of mobile communication service providers : as the example from Romulus & Remus Ltd.

碩士[[abstract]]行動通訊已成為現代人之必需品, 但電信產業真正處理客服抱怨、架設基地台、與 到府與幫一般消費者訊號測量之技術性服務並解決問題的, 都是電信業者做一次性或連續性的委外標案讓協力廠商來執行並完成的。本研究即在於, 深入探究台灣行動通訊市場現況與未來概況、並透過個案公司的 SWOT 分析、五力分析、VRIO 架構分析、與深度訪談來分析電信產業行動通訊協力廠商之經營策略。歸納出電信冰河期對行動通訊協力廠商經營策略之重要性及影響性, 以期達到企業永續經營的發展。 本研究以策略層級理論為基礎, 彙整個案公司之經營策略, 再利用結果發現著眼於台灣市場之競爭激烈, 個案公司採取以擁有完整的行動通訊服務的整合能力為主軸的持續性競爭優勢, 成功地在行動通訊協力廠商佔有一席之地。將可提供給予未來想要進入行動通訊協力廠商市場的創業者, 或其他電信同業在經營策略上做參考。[[abstract]]Mobile communication, it has been a must-have means for everyone. Unfortunately, the local mobile operators in Taiwan do not resolve these technical problems properly, such as customer’s complaining, cell site setting-up, mobile signaling measurement; insdead, they count on the service providers (SP). The purpose is to study mobile communication present and future situation, and as a role model of SP, Romulus and Remus Ltd., (RnR), it applies Porter Five Forces Analysis, SWOT, VRIO, and managing strategy and comprehends interviews. This study also will emphasize the importance and influence for SP’s managing strategy while facing the market down-sizing duration, and it will support the achievement and continuity of business entity. This study is based on the Organization Theory, as well as collecting RnR’s managing strategies. The consequence of this study shows RnR adopts the key issue, “the total mobile communication integration services,” to penetrate the local market gradually. With this key-issue, RnR now is one of the major players successfully in Taiwan. This successful business model also is a role model for SP’s entrepreneurs, as well as the strategic reference for the exiting SPs.[[tableofcontents]]摘要..........................................................................................III ABSTRACT .............................................................................IV 表目錄 .....................................................................................VI 圖目錄 .................................................................................... VII 第一章 緒論 第一節 研究背景與動機 ............................................................1 第二節 研究目的 .......................................................................2 第三節 研究流程 .......................................................................3 第二章 文獻探討 .......................................................................5 第一節 五力分析 .......................................................................5 第二節 SWOT .........................................................................10 第三節 VRIO ...........................................................................11 第四節 經營策略 .....................................................................20 第五節 台灣電信行動通訊產業相關研究 .................................30 第三章 研究方法 .....................................................................43 第一節 研究架構 .....................................................................43 第二節 研究方法 .....................................................................43 第三節 研究對象 .....................................................................45 第四節 訪談對象 .....................................................................46 第四章 個案公司分析 ..............................................................47 第一節 個案公司簡介 ..............................................................47 第二節 個案公司內外部環境分析 ............................................52 第三節 深度訪談內容 ..............................................................58 第五章 結論與建議 ..................................................................69 第一節 研究結論 ......................................................................69 第二節 研究建議與限制 ............................................................71 參考文獻 ..................................................................................73 中文部分...................................................................................73 英文部分...................................................................................76 網站部分...................................................................................78 表目錄 表2-1：SWOT矩陣模型示意圖 ........................................................................................... 10 表2-2：公司內部優缺點資源基礎分析所需的提問 ............................................................ 11 表2-3：VRIO架構 ................................................................................................................. 16 表2-4：策略性資源的內涵 .................................................................................................... 17 表2-5：策略的定義 ................................................................................................................ 21 表2-6：策略構面-策略類型對照表 ...................................................................................... 25 表2-7：我國電信自由化重要事件時程表 ............................................................................ 34 表2-8：電信行動通訊相關研究整理 .................................................................................... 41 表3-1：訪談名單 .................................................................................................................... 46 表4-1：立成科技重要沿革 .................................................................................................... 47 表4-2：立成科技各部門業務 ................................................................................................ 50 表4-3：各項業務說明及104年度營收比例 ........................................................................ 51 表4-4：產業生命週期個階段特徵 ........................................................................................ 52 表4-5：立成科技SWOT分析表 .......................................................................................... 55 表4-6：立成科技之VRIO分析 ............................................................................................ 56 表4-7：訪談對象背景 ............................................................................................................ 58 表4-8：訪談內容重點整理-1................................................................................................. 60 表4-9：訪談內容重點整理-2................................................................................................. 61 表4-10：訪談內容重點整理-3............................................................................................... 62 表4-11：訪談內容重點整理-4 ............................................................................................... 63 表4-12：訪談內容重點整理-5............................................................................................... 64 表4-13：訪談內容重點整理-6............................................................................................... 65 表4-14：訪談內容重點整理-7............................................................................................... 66 表4-15：訪談內容重點整理-8............................................................................................... 67 圖目錄 圖1-1：本研究流程 ...................................................................................................................................... 4 圖2-1：五力分析 ........................................................................................................................................... 5 圖2-2：HOFER與SCHENDEL之策略層級 ........................................................................................... 27 圖2-3：動態策略規劃 ................................................................................................................................ 29 圖2-4：台灣電信通訊產業結構 ............................................................................................................. 30 圖2-5：行動電話系統演進圖 ................................................................................................................. 36 圖2-6：國內3G、4G上網用戶數 ......................................................................................................... 37 圖2-7：2G各家通話費營收 .................................................................................................................... 39 圖2-8：3G通話費營收-五家業者總和（年份：2006-2011） ................................................. 39 圖2-9：3G各家通話費營收（年份：2012-2015） ...................................................................... 40 圖2-10：3G各家上網營收（年份：2012-2015） ........................................................................ 40 圖3-1：研究架構 ......................................................................................................................................... 43 圖4-1：立成科技組織架構圖 ................................................................................................................. 49[[note]]學號: 703580257, 學年度: 10