全球主要國家正積極推展「行動電視」服務，手持式行動電視將整合無線電視台、手機、電信以及創意與內容產業，被視為新媒體藍海，電視業者與電信業者都有意搶攻行動電視這塊商機。手機結合電視將成為未來行動多媒體影音平台主流，但基於台灣在發展數位廣播技術與相關接收設備產品的時程，遠落後其他已開發國家及開發中國家，因此未來發展的不確定性仍高。本研究主要以SRI情境分析法，對未來五年內台灣行動電視產業的發展進行分析預測，亦進一步探討世界主要國家其行動電視市場發展成功的關鍵因素以及台灣行動電視產業的主要影響因素。針對上述研究問題，本研究之研究結論如下：
1. 在世界各國其行動電視市場發展成功的關鍵因素方面，包括終端設備的多樣性、政府對產業的整體態度、業者策略聯盟的效應、多元或專屬的內容、彈性的營運模式及市場內需需求量。
2. 在台灣行動電視產業發展主要影響因素方面，主要涵蓋政策、技術標準及市場環境等三大構面。
3. 在我國政府與業者在行動電視產業未來的發展策略方面，主要有四大重點策略包括重視軟體研發能力、成立獎勵投資方案、創造產品差異性以及強化進入障礙屏障。 / The world's major countries are actively promoting the "Mobile TV" service, handheld mobile TV will be integrated wireless television stations, cell phones, telecommunications, and the creativity and content industry, as new media’s BlueOcean, the television industry and the telecommunication operators have the intention to grab this business opportunities. Mobile TV will be a multimedia platform for future mainstream, but based on Taiwan in the development of broadcasting technology and related products, far behind other developed countries and developing countries, therefore the future development of the uncertainty is still high.
This research is based on SRI scenario forecasting methodology to predict mobile TV industry development trend in Taiwan in the next coming 5 years period, also further explore the key success factors of major countries mobile TV market, and the main influence factors of Taiwan mobile TV industry. The following is the conclusion of this research.
1. The key success factors of major countries mobile TV market, inclusive of the diversity of terminal equipment, government’s attitude, the effects of strategic alliances, Diversity of content, Flexible business model and Market demand for domestic.
2. The main influence factors of Taiwan mobile TV industry, included policies, technical standards and market environment.
3. The future development strategy at mobile TV industry, inclusive of software development capacity, encourage investment program, create product differentiation and strengthen the barrier of entry barriers.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094359038 |
| Creators | 林恆毅, Lin,Heng-I |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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