臺灣博碩士論文加值系統

本研究從衛星電視頻道業者的角度出發,探討衛星電視的產業特質、頻道
與有線電視系統間之關係及頻道業者國際化之動機、型式、策略等種種課
題。本研究定義的衛星電視產業是由:上游-衛星電視頻道轉頻器出租者、
中游-頻道經營者、下游-系統經營者所組成。其中,頻道與系統間存在著
既競爭又互補、既穩定又易變的網路互動關係。衛星電視因其跨國界的特
性,所以會帶來溢波、節目尺度、文化之爭及國內電視與國外電視競爭等
問題。而各國政府對衛星電視所持的態度又可分為五種:限制極少、實質
壓制、限制性開放、非法進入與壓制性開放。衛星電視頻道業者國際化的
動機有四種,以尋求市場為主要動機,其次為資源基礎,而後是寡占互動與
追隨客戶。頻道經營者的國際化條件可企業專屬優勢、地區專屬優勢、內
部化優勢來說明。而頻道業者之國際化型式以設分公司、合資、代理、節
目跨國合作與節目跨國買賣為主。在國際經營策略方面,鑑於各國本土意
識高漲,因此頻道節目的本土化將是未來潮流之所趨。由於頻道經營的先
期投資成本金額龐大,因此一旦廣告來源不豐、收視人口不眾,惡性循環的
結果就只有倒閉一途,因此本研究建議頻道業者應先以健全財務結構、尋
找市場定位為短期目標,輔以策略聯盟的方式來加強本身的資源與能力,進
而達到放眼全球華人市場的國際化目標。

This article is going to discuss the characteristic of sate-
llite television, the relationship between channel and cable,
the internationalization of channels. We defind that the
satellite television is consisted with three parts. The upper
operators are uplink companies, the middle operators are
channels and the down operators are cable systems. There are
not only competitive & complementary but also stable & changing
relationship between channel operators and cable systems
Because the footprint of satellite is big enough to cover
several countries, the spillover situation is more serious pro-
blem. Besides, the different standard for content of culture,
program and language has caused many problems between
countries. The are five attitudes that governments treat
satellite channel operators: fewer limits, vitual supression,
regulated openness, illegal openness, suppressive openness.
There are five motives that force satellite channel operators
to go to internationalization: market seeking, resource based,
oligopolistic interaction, follow-the-clients. We can use
owner- ship specific advantages, location specific advantages,
interal- ization advantages to explain the conditions that
satellite channel operators need. The satellite channel
operators use co- production, programs export & import, foreign
direct investment, joint venture and agency to enter new
markets. Localization is the most important strategy for
channel operators use in inter- national markets. We suggest
channel operators to estabish well financial system and seeking
for niche, so they can alive after investing so much money. We
slao suggest channel operators use strategy alliance to
enchance capability and they can seek Global Chinese Market as
an international goal in the future.