因個人用戶國際直撥電話服務，外在環境限制相對較小且市場規模大，因此新固網業者在進攻呈飽和狀態的電信市場時列為重要發展目標。然而國際話務行銷策略的影響因素眾多、複雜性高，還受到許多國內特有的限制因素影響。 由於研究主題著重在實務性問題的探討，且以特定組織作為研究對象，故採用「個案分析法」做為研究方法。並依據研究之主題及所涉及之專業領域，深度訪談相關之高階主管，取得國際直撥電話行銷策略制定的實務資訊，並且佐以國內外相關論文、期刊、研究報告等次級資料，以期對於研究主題有更深入的剖析。本研究以經營台灣地區國際電話業務極具代表性的「台灣固網」作為主要研究對象，不僅針對台灣固網國際電話現行的行銷策略深入的分析探討，更期望能提出一套思考體系及完整且具有競爭優勢的國際電話行銷策略制定模式，以供個案公司在制定未來行銷策略時使用，增進其市場優勢。並因應即將改變之重大環境因素-「指定選接」時代來臨、「網路電話」加入戰場，提出相關建議。 個人用戶國際直撥電話產業環境研究結果如下。 第一、台灣地區個人用戶國際直撥電話市場之整體產業問題在於現有業者所提供之產能大於消費者需求，而且產業內各公司所面對之成本近似，因此各公司的行銷策略變成決定績效優劣的關鍵因素。 第二、固網業者近年來的行銷活動均為以公司角度出發之思考方式，忽略了用戶內心深處的想法，在推廣行銷活動時會遭遇瓶頸；唯有從用戶心理層面進行探討，研究用戶行為對症下藥，方能採取最佳之行銷策略以提昇公司績效。 第三、針對新進業者公司而言，經營台灣地區個人用戶國際直撥電話市場之重大難題就是用戶對於國際電話服務的關心度普遍不足。因此經營此項業務成功之關鍵因素就是引起用戶之注意，再由關心度提高加強對台灣固網國際電話服務的認同度，並輔以適當之促購力助其跨越使用門檻。 本研究由文獻理論架構系統檢視個案公司行銷策略的貢獻如下。 第一、回顧並分析個案公司之行銷策略，指出未來需持續強化之項目。 第二、因應「指定選接」時代來臨，建議個案公司應於指定選接實施前提高用戶對於議題之關心度以增加用戶回應率；在執行細節方面積極發揮對主管機關之影響力，對「指定選接」通知爭取最符合公司利益之內容及通知形式。 第三、因應「網路電話」加入戰場，對個案公司固然是威脅，但同樣也是機會。面臨此威脅，建議個案公司可將經營重心移往衝擊較小的行動電話撥打國際電話之市場。另外，若個案公司能夠掌握網路電話的「上市推廣契機」適度轉換用戶使用行為，如此在面臨網路電話「真正」進入市場所帶來的衝擊時，可以適時地滿足用戶「喜好創新服務之需求」，避免用戶面臨使用寬頻網路之情境時轉而選擇其他業者所提供之網路電話撥打國際電話而影響整體的營收。 / Because of lesser constraint and large market scale, when new fixed line operators enter the mature telecommunication market, they often focus on long distance telephone and international direct dialing market first. However, the marketing strategy of international direct dialing (IDD) is affected by many complex and specific factors in our country. Because this is an exploratory research, we use case study method to do this research. We use in-depth interview method to visit TFN’s managers to get practical information of IDD marketing strategy. Furthermore, secondary information such as related thesis, magazines and reports are also used to get deeper understanding about this issue. Therefore, our study aims Taiwan Fixed Network Company (TFN), which stands an important position in Taiwan IDD market. The main purpose of this research is not only to investigate the IDD marketing strategy of TFN, but also to find out a comprehensive and competitive IDD marketing strategy decision model. We hope the decision model could help TFN to make its future marketing strategy and improve its market position. Besides, suggestions for the consequential changeable environmental factors: pre-selection and VOIP (Voice over IP) would be discussed in this research. The findings of this research are as follows: 1. Excess supply of telecommunication service is the major industrial problem in Taiwan IDD market. The operators in this industry have similar cost structure, so their performance would certainly be affected by whether they can adopt applicable marketing strategies. 2. Fixed line operators should try to discover their customers’ inner thoughts and take it into marketing consideration, instead of doing marketing campaigns by their self-centered thinking. When operators face obstacles in marketing campaigns, they should study psychological side of their users and investigate users’ behavior to find proper prescriptions. By doing this way, operators can adopt best marketing practice to increase revenues. 3. The most difficult task for new fixed line operators is that users care less about IDD service. The way to succeed is to arouse users’ attention of IDD service, strengthen their recognition of TFN, and then use proper promotion activities to make them pass the usage threshold. The contribution of this research comes from theoretical literature structure are as follows: 1. Review and analyze the marketing strategies of case company (TFN), and shows those items needed to be continuously strengthened in the future. 2. Facing the coming age of “pre-selection”, TFN should arouse users’ interests about the issue in order to increase users’ response rate before the launch of “pre-selection”. 3. VOIP is not merely a threat; it is an opportunity for TFN as well. Facing this threat, TFN should put more emphasis on the lesser-affected market, which are international calls via mobile phone. Besides, If TFN could make the timely market promotion of VOIP to shift users’ behavior moderately, TFN will absorb the shock of VOIP such as revenue plummet by satisfying users’ desire of innovative telecommunication service timely and preventing them from choosing the service of international calls via other internet phone operators, when the day VOIP “really” hits the shelf.