在面對大陸低廉的生產成本競爭下，台灣許多中低階產品之生產製造已逐漸移往大陸，這是比較利益法則下無法避免之趨勢，因此就台灣廠商未來之長久發展考量，強化行銷或設計研發能力是必走的途徑；由於台灣本國市場規模較小，加上新產品之研發設計成本不斷提高，因此如何能成功的將新產品導入海外市場銷售，以增加整個產品之總收益為企業值得思考的課題。 　　無線通訊產業為台灣目前十大新興產業之一，而且就台灣廠商現有資源來看，如果要成功的推出新產品在海外上市，在通訊產業中若考慮技術標準掌握度及成本競爭力以無線通訊終端產品之成功機率較高。此外，由於台灣廠商較缺乏新產品在海外上市之經驗，因此本研究希望藉由最低之最終總交易成本觀念之分析探討，幫助台灣廠商在擬定新產品海外上市策略時，在有限資源使用下將產品、通路、推廣組合與定價策略做最有效之搭配，以提高成功機會。 　　本研究之研究架構先以學理基礎為背景，再配合國內外案例做深入個案探討，針對將新產品行銷至國外市場之廠商，先經由文獻探討、資料收集後，再藉由與負責個案產品上市之相關人員進行深度訪談，將結果加以分析、歸納與整理，讓理論架構與實際狀況做一印證並從中歸納出對廠商之新產品上市行銷策略建議，供國內無線通訊廠商在進行新產品海外上市時之參考。 / As facing the low-cost competition from China-made products, lots of manufacturers of low-to-middle tier products have moved their production basis to China. It's the trend and not be avoided based on the conclusion of reference. Therefore, to enhance the capability of Marketing and Research & Development are becoming a crucial point. Furthermore, the issue about how sucessfully launch a new product to overseas market in order to raise the total contribution is getting important. That's because the size of local market and high cost of development in Taiwan. 　　The Wireless Communication is one of the growing industries in the world. Based on the current resources what Taiwanese companies have as well as the owned expertise about technology standard and cost competance, the terminal products of wireless communication is most likely to be successfully penetrate to overseas markets comparing with other categories. Besides, lots of Taiwanese companies are lack of experience about launching new products in overseas markets. So, this study is trying to come up with a principle, which is based on the analysis of concept of lowest exchange cost, and to help Taiwanese companies set a proper launching strategy. This strategy will be a best fit from four aspects including of Products, Channels, Promotions and Prices. 　　The structure of this study is started from theory analysis referred to related thesis, then get involved into two practical cases which described how these two companies set their launching strategy, respectively. During the process, the interview with related persons provides a valueable collection of insight. After that, a conclusion is built up and confirmed it with facts from practical cases. This concluded principle could be a valueable reference for Taiwanese companies.

全球行動電話用戶數於2002年達到12億，首度超過固定電話用戶數之11億；行動電話用戶數並於2008年達41億，為固定電話用戶數(13億)之3倍以上。行動電話相對於固定電話之主要優勢在於系統之建置成本低及佈建速度快；行動電話之快速普及已成為創新擴散研究之重要題材。 行動電話擴散之研究為選取一成長模型(例如Gompertz、Logistic或Bass模型)並類比該模型以求出擴散之參數(例如成長速率)，以進一步(1)了解相關驅動因子(例如技術創新、市場開放等)對擴散參數之影響，及(2)延伸擴散模型曲線以預測未來之成長。 惟成長模型之選取尚無原理原則可供遵循而具隨機性(ad hoc basis)。為找出模型選用之可能規律，以降低模型選用之隨機性並提高成長預測之準確度，本研究以十二個代表性國家(巴、中、法、德、印、日、韓、俄、星、台、英、美)至2007年之資料以比較三個最常用之成長模型之績效，即Gompertz、Logistic及Bass模型。模型績效逐年比較標準係採用rmse值，並輔以Friedman test檢測模型績效差異之顯著性，再對照模型之機制意涵，以進一步了解最適模型之選用原則。 此外，台灣行動電話普及率於2002年為108%居全球之冠，而中國自2001年起取代美國成為全球具最多行動電話用戶數之單一國家，台灣及中國屬行動電話擴散之重要個案，惟目前尚缺此二個案之實證研究。為補足此一缺口，本研究亦對台灣及中國行動電話擴散之驅動因子進行實證研究，以進一步了解擴散之關鍵驅動力。 研究發現由於目前統計軟體之進步，Gompertz、Logistic及Bass三模型均可獲致極佳之匹配度而難分軒輊，惟模型預測力(延伸曲線)則具差異性。12個模型選用樣本國家中之8個國家(巴、中、法、德、日、韓、英、美)係以Gompertz模型具較佳之預測力；依Gompertz模型機制意涵，代表行動電話擴散早期係受網路外部性(口耳相傳)影響，惟至擴散後期(例如過了擴散極大值之一半)則已不相關。此外，若因市場開放等重大變因造成行動電話之快速擴散，則Logistic模型具有較佳之績效，如台灣及俄羅斯屬之。依Logistic模型機制意涵，代表擴散係受網路外部性所影響。Bass模型應用於行動電擴散時，因該模型所算出之創新係數偏低，績效與Logistic模型相近，而Logistic模型為Bass模型之創新係數為0時之特例。 台灣及中國行動電話擴散之驅動因子研究發現(1)價格下降及(2)預付卡之推行對加速擴散具顯著性，兩者均對低階市場之採用具影響力。鑑於高階市場將先飽和，爰未來加速行動電話擴散之關鍵驅動因子應係與推動低階市場採用具密切相關性。以中國為例，未來市場開放競爭造成價格再度大幅下降，將進一步促低階市場採用，加速中國行動電話之普及。 / The number of mobile telephone subscriptions reached 1.2 billion globally in 2002, exceeding fixed-line telephony subscriptions (1.1 billion) for the first time. The number of mobile telephone subscriptions reached 4.1 billion globally in 2008, over three times the number of fixed-line telephone subscriptions (1.3 billion). The main advantages of mobile telephony over fixed-line are low cost and rapid facility deployment. The rapid diffusion of mobile telephony has become an important topic in innovation diffusion. The conventional approach to studying mobile telephony diffusion is to analogize a single growth model, such as the Gompertz, Logistic or Bass model, and calculate the model parameters, for example growth rate. The significance of certain selected driving forces, such as technology innovation or market competition, to the studied parameters, such as growth rate, is then estimated. The diffusion growth can also be forecast by extrapolating the diffusion curve. Utilizing the growth model analogy is the first step in analyzing mobile telephony diffusion. However, no principles or rules exit for selecting a growth model. To identify rules for model selection to reduce randomness and increase forecast accuracy, this work uses 12 sample countries, namely Brazil, China, France, Germany, India, Japan, Korea, Russia, Singapore, Taiwan, the UK and the USA, employing data prior to 2008 to compare the performance of three most commonly used models, namely the Gompertz, Logistic and Bass models. The root mean square error (rmse) is chosen as the criterion for measuring annual model performance. The work uses the Friedman test to examine the significance of differences in performance between models. The implications of model mechanisms are emphasized to investigate the selection rule for the most appropriate model. The penetration of mobile telephony in Taiwan was 108% in 2002, ranking first in the world. Furthermore, in 2001 the number of mobile telephony in China replaced the United States as number one in the world. Both Taiwan and China are important examples for mobile telephony diffusion. However, no empirical investigation has been performed in these two cases. To fill this gap, this work estimated the driving forces for mobile telephony diffusion in Taiwan and China to learn about the critical drivers of the mobile telephony diffusion. Empirical results indicate that due to improvements in statistical software, providing good fitness for all three models, namely the Gompertz, Logistic and Bass models, distinguishing which has the best fitness is difficult. However, the performance of the three models is distinguishable when forecasting based on extrapolating the diffusion curve. In eight of the 12 examples, namely Brazil, China, France, Germany, Japan, Korea, the UK and the USA, the Gompertz model is the most appropriate model for forecasting. The mechanism of the Gompertz model means that during the initial stage the diffusion is correlated with network externalities (namely word of mouth), however, this correlation reduces during the later stages (such as pass one half of the maximum potential). Moreover, the cases of Taiwan and Russia demonstrated that the Logistic model performs well provided some significant driver of the diffusion exists. The mechanism of the Logistic model means that the diffusion is correlated with network externalities throughout the whole diffusion. Furthermore, using Chinese data, when the Bass model is applied, because of its low innovation coefficient, it performs similarly to the Logistic model, which is a special case of the Bass model in which the innovation coefficient equals zero. Empirical results for the critical driving forces of mobile telephony diffusion in Taiwan and China indicate that (1) reducing prices and (2) the launch of pre-paid services are crucial to mobile telephony diffusion. Both factors are essential to mobile telephony adoption in low-end markets. The high-end market is the first to be saturated by mobile telephony adoption, future drivers of the mobile telephony diffusion should be highly correlated with low-end market demand. Taking China as an example, the opening of the market to further reduce tariffs will attract mobile telephony adoption in the low-end market, facilitating the mobile telephony diffusion.

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手機功能不斷創新，行動內容服務應運而生，使得行動電話由溝通工具，變身為訊息載具，資訊型行動內容服務尤其凸顯了行動電話「隨時隨地、傳播訊息」的特性。以台灣行動電話用戶密度達100%，高居全球第一之現況，資訊型行動內容服務之經營應有其值得關注之處。 　　本文以中央社為例，探討資訊型行動內容服務經營模式，先藉由瞭解全球發展行動內容服務先進國家之現況，進而剖析台灣各行動內容服務廠商之競爭、合作關係，最後綜合分析中央社之業務狀況，提出資訊型行動內容服務經營模式之建議。 　　本文以參與觀察與深度訪談的方式，總共訪問了七位行動電話系統業者加值服務業務承辦人，以及五位中央通訊社負責行動內容服務網站的編輯及程式工程師，以瞭解面對行動電話加值服務快速成長及演變下，中央社如何設定及調整其行動內容服務的經營模式。 　　研究結果顯示，「資訊好用、操作簡單」是資訊型行動內容服務最重要的特質；反映時事變化製作專題報導與有效編輯、整理內容重點，則是吸引用戶使用服務的守則；而專責團隊經營則是因應行動內容市場多變的重要經營要素。 　　本文雖然指出中央社發展行動內容服務業務面臨許多內外環境障礙之衝擊，但中央社行動內容服務憑藉「即時資訊」的優勢，配合行動電話「隨身」及「隨時隨地」的特性，讓資訊傳播有了更大的想像空間，也更加凸顯資訊型行動內容服務的重要性。由於資訊型行動內容服務網站之經營模式，至今尚未見具系統性研究，本研究之分析訪談不僅試圖填補過去研究的缺憾，也指出未來研究值得探討的方向。 / The functions of mobile phones have continued to evolve, most significantly from simple tools for communications to ones that provide up-to-date information. Informational mobile content services are especially remarkable in that they bring any amount of data to the user at any time, anywhere – the essence of valued-added service. This is certainly important in Taiwan given that the penetration rate for mobile phone subscribers is 100 percent – the highest in the world. This study focuses on the business model of the Central News Agency(CNA)'s informational mobile content services. Discussions range from a global view to management in the domestic market. This study looks at the practical experiences at CNA with regard to informational mobile content services and how best to optimize them. Through observations and extensive interviews, 12 key people involved in informational mobile content services were contacted for this study. Seven of them are mobile content service product managers of mobile telecommunications companies and five are editors and programmers from the Multimedia News Center of the CNA. This was done to understand the operational model of CNA's mobile content services given the rapid changes being made in mobile phone value-added services. The study results show that on-demand, real-time data that is easy to access is the key to quality informational mobile content services, and that special news projects are attractive to potential subscribers. Moreover, a professional team is the cornerstone of operations to ensure the success of these services. Although the study found that CNA faces internal and external challenges for its mobile content service operations, it has made significant strides in bringing the message to the people of the importance of real-time mobile content services. Since there have been few studies on the subject, this analysis will break new ground and set the stage for further discussions on the issue.

本文試圖探究行動電話於當代普及所帶來的影響。一直以來，網際網路及隨之而生的「模控空間」都被看作是我們這個時代最重要的媒介與文化發展。然而，晚近十年間的電子媒介技術發展卻顯示出，行動電話已然成為網際網路之外同樣影響人們日常生活甚鉅的一種媒介。甚至，如同Howard Rheingold所指出的，它已逐漸地改變了我們當下與未來的生活形式。循此，簡言之，本文的目的即在於，試圖理解行動電話所帶來的是什麼樣的生活世界，以及這又是如何可能的？在回答此一問題時，本文所採取的基本理論觀點與分析架構乃是一種試圖超越過去技術決定論的新取徑。亦即，立基於「人─技術─世界」相互關連的關係性基礎上，本文主張，人們日常使用與操作技術的實作實際上總是展開於技術物所形塑的結構脈絡之中，同時，此一結構脈絡本身卻也是由人們的實作過程「有方法地」反身維繫與再建構的。換言之，本文將說明，實際上行動電話普及所帶來的影響不僅僅導因於技術特性的結構作用，同時也是人們日常實作持續建構與維繫的結果。 更清楚地說，在論文中我們指出了行動電話普及所導致的結構性變遷與影響為（1）由行動電話「水平嵌合」的延伸形式所帶來的「混雜實在」。也就是說，行動電話的使用者實際上是處於一種「雙面舞台」的情境之中。透過行動電話的中介，人們如今理所當然地將其脈絡視為是混雜交織著虛擬／物質、遠處／近在的指涉。（2）源自於行動電話「流動」的技術特性而逐漸形成的「即刻化時間」與「個人化社會空間」的時空框架。正是在這一轉變的時空框架中，浮現了本文稱之為「隨傳隨到的個人社群」的新形態人際關係樣態。而這些結構性的變遷與影響，在本文看來，同時也是人們日常實作持續「有方法地」完成、維繫與再生產的產物。以俗民方法學為基礎，本文回到實際日常使用與操作行動電話的實作過程中，探究人們是如何有方法地完成「打行動電話」的日常生活。例如，我們指出了「體現」與「轉譯」乃是人們操作行動電話理所當然地依賴著的方法；此外，由於「打行動電話」的實作仍「在」當下既存的互動場景之中，其完成也就有賴於「協同實作」的打造；人們的實作也顯示出，並不只是由於行動電話的技術特性與設計，更是因為人們總是有方法地管理、完成「打行動電話」的過程，人際之間的連結才呈現為「個人化即刻連繫」之樣態。 總之，藉由這些觀察與分析，本文試圖指出行動電話造就的「結構」實際上也是實作建構的產物。然而，雖然本文主張人們實際上參與了框限著自身的「結構」的建構，但這並不意味著人們就必然只能如此生存著。相反地，從「人─技術─世界」的相互關連來看，既然我們的日常生活並非單純由「技術」所決定的、既然我們的生存樣態同樣也取決於自身的「實作」，本文在最後試圖說明的便是，我們也就總是有著「不必然如此」的可能性。藉由三個案例的呈現，本文說明了「多元」的行動電話使用與操作實作如何可能。些實作並不是意圖正面對抗、顛覆既那些與行動電話實作相關的既有「常識」與「預設」，但在其迴避、繞道、偏離與走出的各種形式中，我們卻能清楚地看到實際行動電話的使用與操作中，如何不斷地逾越了既有的軌跡與秩序。換言之，回過頭來，本文試圖說明的是，「理解」行動電話同時也意味著我們必須要在各種「捨」與「得」的權衡之中做出選擇。在每一刻的行動電話操作實作之中，我們不僅選擇了如何完成當下的秩序，同時也選擇了走向什麼樣的「行動未來」。這不僅是「如何生活」──亦即，如何使用行動電話的選擇──的問題，同時也是關於「如何存在」──亦即，在更根本的層次上成為什麼樣的存有──的反思。 / This thesis attempts to discuss the impacts brought by the prevalence of mobile phones. Although the Internet and the cyberspace have been thought as the most important media and cultural development of our age, the progress of the electronic media in recent decade has showed that mobile phones have also brought important structural changes in our life. Accordingly, what we want to understand is how mobile phones have changed our life world. In response to this question, the thesis adopts a new approach which goes beyond the traditional technological determinism. That is, based on the interrelationship of the “human-technics-world”, it proposes that the everyday technological practices always unfold in the context structured by our technics, and the structured context itself is also, at the same time, constructed reflexively by user’s technological practices. First, the thesis indicates the structural changes brought by mobile phones as follows: (1) the “hybrid reality” emerging from the extending and mediation of mobile phones; (2) the “immediatization of time” and the “individualization of social space” resulted from the widespread use of mobile phones. Second, based on ethnomethodology, we explore how the user accomplishes the everyday “using” of the mobile phone skillfully and reflexively. The investigation shows that, for example, (1) the user, while using the mobile phone, depends upon the methods of “embodiment” and “translation”, and takes them for granted; (2) the accomplishments of the using practices actually are the products of the “cooperation” between the user and the members at the scene because the user is still “in” the present situation; (3) the using practices also show that the “individualized and immediatized connection” which emerges as the figure of our interpersonal relationship is not only due to the technical characteristics of mobile phones, but also the product of user’s skillful using practices. Third, although the thesis advocates that the everyday using practices reflexively construct the structural changes which in turn shape the practices themselves, it also attempts to point out that we still have the possibility of transgressing the given structural constraints. We explicate, by three cases, how different and multiple ways of mobile phone using are possible. These “variant practices” do not represent the opposition and the subversion of the given structure shaped by mobile phones, but indicate that we still could choose different ways of using, and different kinds of life.