"Digitization" is the global economic policy and technology development trend of the times. Cable companies have begun the digital world layout a long time ago. This research aims at finding out what kind of role as enterprise architecture plays in the digital cable TV internal marketing management. In this research, we select ¡§C¡¨ cable company in Kaohsiung as a case study, using both participant observation and secondary data analysis for data collection purpose, conducting semi-structured interviews for interviewing purpose, in order to find out how much benefit is generated by applying enterprise architecture to the digital cable TV internal marketing management. We construct a digital cable TV enterprise architecture platform for the evaluation of marketing strategy. Through case study, comprehensive results shall provide digital cable TV industry some insight recommendations on the organization marketing management of promotion, the use of help, and marketing of reaching consensus and proper use of various marketing tools. This is the contribution of our research.

在數位有線電視的發展中，收視率系統從以往的統計調查方式得以進入到普查計算的方式，因此新收視率系統可以更精細。而在新的收視率收集調查中，有線電視業者有了全體收視戶的詳細收視行為資料，更可以有更多的應用方式。 本研究認為有線電視業者得以運用上述的資訊，再加上數位匯流下的其他用戶屬性的交叉分析後，產生出具有個人化推薦效果的新廣告平台；這樣的新廣告模式可為現有的廣告業者與廣告主所接受而採用。 同時，對於有線電視業者與新收視率系統公司的合作，或是現有有線電視產業中其他角色業者的合作關係改變，本研究也提出了可能性的分析與探討。 / In the development of digital cable television, the ratings system evolves from the statistical based approach into full audience based approach. So the new ratings system can be more precise. Cable system operators will have all subscribers’ detail viewing behavior information in the new rating collection process, thus they can have more applications accordingly. The study suggests that the system operators could combine above information with other user information from their digital convergence business landscape to produce new advertising platform with personalized recommended capability. This new advertising model will be accepted and be used by existing advertising companies and advertisers. Also the study has elaborated about the partnership possibility between system operators and the new ratings system company, as well as the possible relationship change among companies in existing cable industry.

數位科技的快速興起與發展，對傳統電視之價值鏈造成相當大的衝擊，促使整個電視產業的再造，重塑產業的競爭模式。日本政府由總務省精密規劃與強力主導之下積極推動廣播電視的數位化，早已1996年透過衛星電視開播日本首例之數位電視平台狹帶域CS，其進程快於台灣。 本研究期望藉由日本發展數位電視之經驗為借鏡，尋找出台灣未來數位電視之發展方向為前提，利用Porter之國家競爭優勢的鑽石模型理論，試圖從台日之發展現況比較分析台灣和日本兩國數位電視產業之競爭優勢，並嘗試針對台灣數位電視之平台發展方向、廣電法修訂方向及營運發展方向之三點，導出未來發展之分析建議，供以參考。 本研究對台灣數位電視發展方向之建議為如下： 一、 台灣政府可參考日本政府推動數位電視的方式加強積極度 二、 台灣應儘早建立「國家通信傳播委員會（NCC）」 三、 台灣可發展衛星電視，作為專門負責提供數位電視頻道之頭端 四、 本研究所提之數位電視播放的平台機制架構，可咨台灣數位電視未來發展參考 五、 台灣發展新衛星電視平台時，應參考日本之經驗，導入製播分離制度 六、 台灣應儘早建立數位電視之付費機制 關鍵字：數位電視、數位衛星電視、數位有線電視、數位廣播、鑽石模型 / The rapid rise and development of digital technologies have caused a major impact on the traditional television's value chain. The impact will compel the whole television industry to restructure and reconfigure their competition model. Through the careful planning and strong initiatives of its Ministry of Internal Affairs and Communications (MIC), the Japanese government has been aggressively pushing for digital television broadcasting. Japan’s first digital TV platform, "narrow band area Communication Satellite (CS)," was already in service by 1996. Thus, progress in converting to digital television was quicker in Japan compared to Taiwan. The premise of this research uses the Japanese development experience in digital TV as a reference point for the development direction for the future of digital TV in Taiwan. The research tries to apply Porter's diamond model to analyze the competitive advantages of the digital TV industries in Taiwan and Japan based on current development conditions. From the comparison of the competitive advantages, the research derives analytical suggestions for the future development of digital TV in Taiwan focused on the following three points: 1. Development direction of Taiwanese digital TV platforms. 2. Revision direction of Taiwanese Broadcasting and Television Law. 3. Development direction of Taiwanese digital TV operations. The suggestions for the development direction of digital TV in Taiwan are as follows: 1. The Taiwanese government can consult the initiatives taken by the Japanese government in aggressively promoting digital TV. 2. Taiwan should create a National Communications Commission (NCC) as early as possible. 3. Taiwan can develop the satellite television; specifically as a site for providing digital TV channels. 4. Taiwan’s future development in digital TV should follow a design for the digital broadcasting platform mechanism provided by this report. 5. When Taiwan develops the new satellite television platform, they should consult the experience in Japan where they separate the institutions for production and broadcasting. 6. Taiwan should create a payment mechanism for digital TV as early as possible. Keywords: Digital TV, Digital Satellite TV, Digital Cable TV, Digital Broadcasting, Diamond Model.