數位電視（Digital TV，DTV）是指一種把影像、語音等聲光的類比訊號換成數位訊號，然後傳遞至視聽消費者端之電視技術。它也可以代表一種能夠接收上述數位訊號、並且無失真地還原成和送出時相同品質的一種電視產品。由於數位電視具有高品質的影像、音響效果，同時提供具附加價值的資訊服務，如透過數據、電子節目表單、在家購物等方式，可帶動旅遊、交通、娛樂、文化產業的發展，對於台灣中長期民生與科技發展極為重要。 各國關閉類比電視頻道的時間已近，產經分析人士咸信未來數年內各國的消費者都將面臨換機或是增購訊號轉換器的處境，因而引發龐大商業機會。由於數位電視市場可望能為台灣平面顯示器產業延長榮景，且其所帶動週邊如STB、以及家用或車用電器、數位內容產業等，創造大量就業人口，在台灣進入另一波數位革命的階段的起點時，它具有極高探討價值。此外，由於積極加入此領域的廠商數目繁多，而數位電視既是充滿機會、又充滿技術與規格艱難險阻的產業，究竟是具備如何條件、訂定怎樣的目標、運用甚麼策略的企業，才能在這個國際化的產品市場上佔有一席之地，是本論文援用大量數據並深入分析的重點。 從本研究所收集資料來分析可以發現，普騰電子以衍生成數家獨立事業群之策略，成功發揮品牌與代工交替運行之優勢，精準掌握電視產品與車用影音電子產品，在台灣形成一種具有特色之企業生存之道。普騰在延續過去技術基礎與成功模式的同時，兩岸與全球之競爭態勢已非同日而語，因此建議其適度放棄非核心家電，進攻利基型如車用數位影音與數位看板之產品，以儘早達成產業升級之目標。 / Digital Television (DTV) is the apparatus and technology that may convert analog video and audio to digital signals and send them to television viewers. It is also a type of display device that may present the image with high fidelity to the original recorded data. With the high quality on image and audio performance and the potential on providing value-added services like on-line personal data transmission, interactive program selection and shopping-at-home, DTV may launch enormous opportunity on developing tourism, transportation, entertainment, and culture industry. It will produce important impacts on the middle and long-term economic and technological development of Taiwan. Most of the countries are facing the fact that their deadlines of closing analog TV channels are coming. Meanwhile, most of the economy analysts believe that the purchase of new TVs or signal converters by customers will give big business opportunities in the coming years. DTV is a worthwhile research topic because of its particular role on elongating the prosperous status of flat-panel display industry and raise customers’ requirement on AV peripheral products like set-up boxes, home or vehicle electronic devices, and digital contents. It means a lot of facets especially when either Taiwan or the industry is entering a new era of digital revolution. Furthermore, DTV industry is a field that appears to be very promising but actually is highly competitive, crowded with aggressive competitors, and full of technology and product specification barriers. For a company that joins this game, what on earth the qualification to be required, the proper goal to be set, and the strategy to be adopted by the company, are within the focus of this study and will be discussed on the basis of large amount of explored data. The DTV explored by this study contains the fixed and mobile AV devices that may display images from wireless broadcasting stations, cable TV stations, satellites, and IPTV. The applications on displays on vehicles, mobile phones, anddigital signage devices are also covered in the discussion. The study raises a well-know Taiwan company, Proton, as an example to see the Proton’s advantages to DTV markets based on applying the analyses models proposed by Poter, Kotler, and Slywotzky to analyze the structure of the company, product features, and marketing strategies. A number of suggestions for its future development are drawn from the analyse results.