1 |
顧客資本之衡量與管理-以行動通訊產業為例陳菀儒 Unknown Date (has links)
隨著環境快速變遷,產品與服務快速標準化的情況之下,無形資產與知識的創造、累積與利用是未來企業獲利之關鍵成功因素。顧客正是無形資產當中,企業最主要且直接的獲利來源。因此顧客願意且持續購買公司產品或服務,且更進一步建立顧客忠誠度是相當必要;更重要的是,透過與顧客建立良好且長久之關係,且從此關係中得到顧客相關知識與能力,正是組織不可取代的競爭優勢來源。
目前面臨成熟期的行動通訊產業,在門號可攜服務推出後,顧客忠誠度受到重大挑戰。顧客是行動通訊產業最為重要的營收來源,約有百分之八十之營收皆來自於顧客帳單的支付,因此顧客經營管理是目前各家業者重視之焦點。
本研究以行動通訊產業中四家領導廠商的高階主管作為研究對象。同時採用質化個案研究以及量化的層級分析,透過高階主管深度訪談,了解行動通訊各家業者目前顧客資本實行概況。此外,透過量化的層級分析法探討行動通訊產業顧客資本構面之相對權重,並進行跨廠商之相對權重比較。
研究結果歸納可為五大研究發現及七項命題。研究發現顯示行動通訊廠商對於顧客資本概念不甚清晰,但是實務面已具有執行顧客資本之內涵;此外,行動通訊廠商對於顧客區隔之方式皆以顧客型態作為主體,但輔以顧客貢獻作為顧客分群之考量;而行動通訊廠商衡量顧客資本之指標,首重顧客平均貢獻額;行動通訊廠商獲取新顧客之方式,主要透過分析顧客行為作為策略規劃之依據;行動通訊廠商保留既有顧客之方式,主要採取忠誠度費率優惠方案。
七項命題為行動通訊產業首重顧客回應;廠商對於顧客資本之概念與實際運作仍有一大差距;廠商會應用顧客知識作為策略規劃之依據;顧客關係價值為行動通訊廠商之行銷助力;廠商進入市場時間會影響其重視顧客資本構面,相較之下後進入廠商較為重視通路配合;廠商之策略會影響其重視之顧客資本構面;廠商之規模會影響其重視之顧客資本構面,相較之下規模小者較為重視通路回應面,規模大者較不重視。
|
2 |
行動通訊產業上市公司投資價值之研究陳茵茵, Chen,Ying-Ying Unknown Date (has links)
由於行動通訊技術變革快速,僅歷經數年就進入成熟期,導致產業變動及產業內競爭劇烈。目前面臨第三代行動通訊技術即將脫離導入期,在行動通訊技術交替之際,產業的未來變數仍大。面對產業的波動,企業經營者應如何因應以提高企業價值?對投資者而言,行動通訊產業是否具有投資價值?合理的投資價格又為何?
本研究首先以產業界定與關連、手機成本結構、產業演進與產品特性、配銷體系、產業結構、產業規模與成長、產業趨勢與發展七個層面,針對行動通訊產業進行分析,目的在於對行動通訊產業有一深入瞭解。
其次,在進行企業評價前,本研究先針對明基、大霸與華寶三家樣本公司,就財務比率分析、超額報酬率分析、盈餘品質分析以及財務決策分析四個層面,進行企業評價之前提分析。
接著,本研究以產業分析及前提分析為基礎,採用三階段現金流量折現模式,計算樣本公司之股票真實價值,並利用敏感性分析來觀察個別關鍵評價因子對股價的影響程度。
最後,本研究將評價結果與目前股價做一比較,檢視行動電話製造業者之股價是否出現異常現象,並探討目前股價背後所隱含之變數值。
實證結果顯示:明基除權後之合理股價介於32.9元∼51.76元,大霸介於10.33元∼14.91元,華寶則介於72.63元∼88.14元。現金流量折現模式對於明基與華寶股價具有一定的預測性,銷售導向DCF模式對於大霸股價預測的準確性亦相當高,但盈餘導向DCF折現模式則較不適合。此外,經由目前股價隱含變數之分析得知,投資人對明基與華寶的未來成長仍存有疑慮,卻對大霸預期較為樂觀,推測投資人可能認為大霸股價已近谷底,因此對大霸抱持較樂觀態度,但仍須觀察其股價後續表現。
|
3 |
行動通訊產業的創新策略研究 - 以台灣行動通訊產業為例 / Research on the innovation strategies of mobile telecommunications industry – An example of Taiwan mobile telecommunications industry周明峯, Chou, Ming Feng Unknown Date (has links)
行動通訊產業隨著日韓、西歐、亞太、北美和中國大陸陸續啟動B3G行動通訊的商業運轉,全球行動通訊服務和技術的發展進入嶄新的紀元,傳輸速度的大幅提昇,行動通訊服務商積極推動多媒體簡訊、行動音樂、行動影音、行動遊戲、行動訊息和企業數據應用等服務,寄望透過多元應用服務及創新經營模式提升顧客價值與獲利能力;另一方面,行動廣播、無線寬頻、網路電話等新興技術匯流至行動通訊領域,不僅催生行動通訊技術朝IMS和All-IP網路發展,並促使行動通訊服務商在行銷、服務、帳務和網路等層面朝向行動和固網雙網融合與數位匯流的願景佈局。在政府開放營運執照後,行動通訊服務業者皆投入巨額資金經營,期藉由傳輸速度快的優勢,可以發展出更多的行動加值服務內容,以期在語音營收成長飽和之下,創造另一營收來源;但是,行動通訊產業在大規模的投資下,未產生預期的效益,產業間渴望能讓產業創新的殺手級應用(Killer Application),引導台灣行動通訊產業找到高獲利的藍海市場。本研究期望,透過分析行動通訊產業的價值供應鏈在營運發展過程中碰到的困境,及其面對創新的技術與商業模式如何評估與發展,在面對市場與技術的不確定性下,分析出產業價值鏈的廠商面對創新的競爭所必須思考的關鍵因素,提供台灣行動通訊業者經營業務的一些建議,以便協助台灣在行動通訊市場的產業創新能力,提昇業者對行動加值服務應用與行動通訊設備市場的創新決策正確性,以期推動台灣電信市場的蓬勃發展。
本研究以克雷頓‧克里斯汀生(Clayton M. Christensen)所提出的對突破性科技的看法,利用提出的破壞性創新及資源、流程與價值理論分析模式;以傑佛瑞‧墨爾(Geoffrey A. Moore)提出的技術採用生命周期(Technology Adoption Life Cycle)模式分析五種消費者,探討行動通訊產業如何分析電信業創新的鴻溝,如何邁向康莊大道。在訪談台灣行動通訊產業價值鏈的五家廠商中,就創新的驅動方式、創新的風險評估、如何管理創新與當前產業創新所面臨的問題與解決方案等議題,做充分意見交流,再經由文獻與理論探討、行動通訊產業市場的趨勢與分析、行動通訊產業技術的趨勢與分析,與台灣行動通訊產業個案分析後,最後作成結論與建議,並提出後續研究課題的建議。
經研究與分析台灣行動通訊產業的創新模式,了解行動通訊產業價值鏈創新發展過程中,所碰到過的困境及其後續改善之方案,並對台灣政府與行動通訊業者提出以下的結論與建議:
壹、結論:
一、技術驅動的創新重視程度通常是愈接近產業價值鏈的上游愈高;市場驅動的創新重視程度通常是愈接近產業價值鏈的下游愈高;突破性的創新可能發生於產業鏈中的每一環節。
二、突破性的創新需要同時處理產業鏈中的市場風險與技術風險,兩大天險必須要降低其中一項才容易創新成功;兩種風險都與財務因素息息相關。
三、創新常常來自邊陲,發展創新的組織需要不同於主流產品的績效目標與財務支援。
四、政府正確的產業監理政策常常是行動通訊產業的發展要件;產業生態系的活躍與否常取決於政府對產業的科技政策走向與合宜的法律。
貳、建議:
一、 政府方面:
1.基地台網路: 協調業者以共構的方式及加速整合寬頻接取技術以解決網路品質的問題。
2.技術平台與內容產業:制定適當的產業政策,以協助整合產業上中下游業者,以帶動產業研究與發展。
二、行動通訊營運商:
1.投入研究行動通訊的消費者行為: 行動通訊服務業者應投入資源研究本地消費者行為,以便洞悉創新的殺手級應用。
2.內容與服務平台:積極扮演內容服務開發與技術平台整合角色,以帶動內容產業的蓬勃發展創造「皆贏」的局面。
3.合宜費率: 根據消費者所獲得的行動通訊價值與成本動因計費。 / The mobile telecommunication industry along with Japan, Korea, Western Europe, Asia Pacific, North America and mainland China, it starts the B3G mobile telecommunications commercial subscriber service launch, the global mobile telecommunications service and the technology development enter a brand-new era. Following by the transmission speed of infrastructure network is improved rapidly, the mobile telecommunications service providers are positively to promote the multimedia services, mobile music, mobile video streaming, mobile gaming, mobile messaging and enterprise data service applications. We hope the penetration multi-dimensional applications to serve and innovate the business model to promote the customer value and profit ability. On the other hand, those emerging technologies, such as mobile broadcasting, wireless broadband, IP network telephony are converged to mobile telecommunications domain. Not only expedites the mobile telecommunications technology to IMS and the All-IP network development, but also urges the mobile telecommunications service provider in all aspects of marketing, service, billing and network infrastructures migrate to the wireless and wire-line network fusion and the vision of digital convergences. After the restriction of operation licenses released by government, the mobile telecommunications service providers invest a large amount of funds on new business development. Relying on the quick transmission speed superiority, may develop more mobile value-added service content. We expect to have more another revenue increasing objects while the voice-only service revenue mutuality. Nevertheless, the mobile telecommunications industry under the large-scale investment has not had the anticipated benefit, the industry hope we can let the industrial innovation to produce the “Killer Applications” that guides the Taiwan mobile telecommunications industry to find the high profitable blue sea market. The research expects that, by the penetration analysis mobile telecommunications industry value supply chain the difficult position which bumps into in transport business developing process, and how faces the innovative technology and the business model appraised and development, is facing the indefinite market and the technology, analyzes the industrial innovation the competitive strategy and the key success factors, provides Taiwan the mobile telecommunications entrepreneur to manage the business strategies and suggestions. In order to assist Taiwan in mobile telecommunications market industrial innovation ability, promotes the entrepreneur to the value-added service field and motivates the communication equipment market innovative decision-making accuracy, impels the Taiwan telecommunications market by the time the vigorous development.
The research is based on the viewpoint of disruptive technology issued by Clayton M. Christensen to leverage the analysis model of disruptive innovations and resource, process and value theorem; analyzes the five types of consumers by Technology Adoption Life Cycle model issued by Geoffrey A. Moore to investigate how telecommunications industry analyzes the chasm of innovations and how to adopt the early majority of market. In the interview of 5 enterprises across Taiwan mobile telecommunications industrial value chain, we make good communications and share opinions about all the issues of the method of innovation driven, risk assessment on innovations, how to manage innovations, to face problems and resolutions on industrial innovation. By leveraging the entire reference thesis, issued papers and theorem, the trends of market, analysis of market, and technology issues in the mobile telecommunications industry, collaborate with case study of Taiwan mobile telecommunications industry to study and make comments and conclusions on this topic. Also, we provide the suggestions on governing policies, industry strategies, and further research direction.
A.Conclusions:
1.Nearby the front end of industry value chain, technology driven innovations methodology is highly enhanced and focused; Nearby the rear end of industry value chain, market driven innovations methodology is highly enhanced and focused. Disruptive technology is possibly occurred in any section of industry value chain.
2.The two major risk factors, market and technology, need to be handled together while manage disruptive innovations. It would make success to assess at least one of two major risk factors and they are all related to financial variables.
3.Innovation is always occurred in the border of organizations which is supported by key performance indicator setting of different major products and necessary financial funding.
4.The mobile telecommunications industry grows by major inferences of correct governing policies and proper regulations issued by technology management department of government.
B.Suggestions:
1.For government:
a.Base Station System: Coordinate all operators to co-construct the system to speed the integration of broadband wireless access technology to resolve the network quality issues.
b.Technology platform and content industry: Collaborate with the enterprises of industry chain to support the research and development by proper industry regulations.
2.For wireless operators:
a.Research on wireless consumer behaviors: Coordinate all operators to invest subscriber behaviors and statistic analysis in local market to learn how to produce the killer applications.
b.Content and service platform: Proactively involve the content service developing and technology platform integration to develop the content industry as win-win purpose.
c.Proper subscriber fare: Charge wireless consumers by the value of requisition and cost driven factor.
|
Page generated in 0.0162 seconds