臺灣博碩士論文加值系統

今日網際網路快速興起之際，帶動電子商務蓬勃發展，引發行銷新思維與嶄新商業行為的網路服務大戰就此展開。各種創新思維與做法正在全球蔓延，未來的新科技與新應用服務，將改變人們習慣思維與創新服務的竄起，如行動寬頻與科技新應用服務將一一崛起。
在網路倍速時代裡，這是個絕佳的商業契機；商機代表一切，代表企業競存的希望，代表消費者渴望掌握即時資訊的需求。透過各種行銷管道將商家資訊、產品展銷以及促銷活動，在第一時間傳遞到消費者手中，希望能在最快時間讓消費者獲得產品資訊，藉此吸引客戶的注意力與擴大產品能見度。其中以動態行銷模式最吸引企業主與消費者，可以在移動的過程隨時掌握最新的行銷資訊。
由於智慧手機的日漸盛行與3G網路的普及，相對的也帶動手機上的應用加值服務興起一股前所未有的風潮。從功能式手機演進到現今的智慧型手機，手機的功能與容量就像是一台小型的手持移動式裝置，不難想像，它因可移動的便利性與應用服務廣泛，衍生出的附加價值被大大的提升了，不再只是使用基本的手機電話功能，打打電話或是傳送文字訊息(SMS)了。
智慧型手機使用3G上網服務，結合行動定位功能延伸行銷簡訊平台與LBS服務應用，行動加值服務的興起帶動行動廣告的發展，LBS行動廣告具備適地化、移動、即時和互動等特色已被視為具有潛力的新服務市場，更加開拓電信服務的視野與商機，行動加值服務即將為未來的電信服務掀起一場新科技革命，往後電子商務與網路商機等服務埋下爆炸成長的伏筆。
本研究從第二類電信事業特殊經營者的內在資源與條件因素、長期經營策略佈局、外在環境的市場競爭因素，來探討新產品服務的開發與建立的關鍵決策因素，及後續經營發展策略的影響，是否有助於本業的整體綜效發展與新商機新服務的建立。主要著重於探討這類電信服務商既有優劣條件，所處的競爭市場地位對於適地化服務結合行銷廣告簡訊平台之佈局策略是否適當，行動寬頻對行動適地化服務所帶來的加值應用空間，行銷廣告簡訊平台服務供應商的定位與營運模式。因此了解這些內外在因素對於此發展策略影響程度為何，將有助於檢視適地化服務之簡訊平台廣告商機與經營策略調整，有效達成企業長期發展營運目標。

Today, Internet is growing repidly, it develops e-commerce like a flourishing business and cause an internet war for versatile new business models. Each different way of e-commerce business models are developing around the world, new technology and newly application services will change the way of thinking behavior about the new innovation internet services, for example like mobile boardband and new technology application service will be soon in this market.
This is a best time for business opportunity in a fast growing internet. Business opportunity means everything, representing the hope for corporation competition, also representing the needs from desired customer would like to grasp real-time information. The business information, product selling and promotion activities will come from different market channels, customers can receive any information in a first time to let them get the product information in a fastest way and in order to attract the attention and product transparency to customer. One of the dynamic marketing models are the most attractive way to business owners and customers, they can easily grasp latest market information in a way of moving around.
The popularization of 3G network services and smart phone increasingly becoming more prevalent, it turns the trend of value added services relatively., it’s not just like a dial, sms simple feature phone services, from feature phone change to smart phone today, smart phone’s functionality and capacity will like a small handheld device, we can see, the convenient of mobility and widly application services make a rising value added services.
Using smart phone with 3G internet services, combing mobile GPS extend to marketing message platform and Location Based Service application will be more brighter the vision to the business opportunity for telecom services, mobile broadband services will be becoming a new technology revolution and explosive growth in telecom industry.
This study is from the special business of Type II Telecommunications Operators of their inside resources and the factors of condition- the planning of long-term management strategy, the competitive environment of the market to discover the development of new product services, and to build up the key decision factor, also the consequence of afterward operation development strategy, to help this industry overall development and new establishment of business opportunity with new services model. It aims to discover this type of Telecommunications Operators of their service existing conditions, and will it be appropriated to the position of this competition market provide the location based services combining marketing advertisement message platform, the mobile broadband provide location based service and to bring the opportunity of value added services, furthermore, the position for the market advertising message platform service provider and operation model. Therefore, to understand the level of the inner and outside factors for this development strategy will help to adjust the location based services of advertising message platform and how to achieve our cooperation long term business goal effectively.

第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機 4
1.3. 研究目的 5
1.4. 研究對象與範圍 5
1.5. 研究流程 6
第二章 文獻探討 8
2.1. 行動寬頻、行動廣告與適地化服務之定義 8
2.4.1. 行動寬頻(Mobile Broadband) 8
2.4.2. 行動廣告(Mobile Advertising) 8
2.4.3. 適地化服務(LBS:Location-Based Service) 9
2.2. 電信產業 9
2.2.1. 第二類電信服務產業概況與發展趨勢 9
2.2.2. 特殊二類電信運營商的經營型態 12
2.3. 適地化服務(LBS: Location Based Service) 13
2.3.1. LBS服務概念 13
2.3.2. LBS系統架構 14
2.3.3. LBS 應用服務領域 18
2.4. 行動廣告(Mobile Advertising) 19
2.4.1. 應用類型 20
2.4.2. 商業模式 21
2.5. 策略管理與競爭優勢理論 22
2.5.1. 策略管理的基本概念 22
2.5.2. 經營策略 22
2.5.3. 競爭策略與優勢 23
第三章 研究方法 30
3.1. 研究架構 30
3.2. 資料蒐集方法 32
3.3. 專家會議 34
3.4. 問卷設計 34
3.5. 研究對象 37
3.6. 訪談對象 38
第四章 研究結果與分析 41
4.1. 電信業者資料結果 41
4.2. 企業客戶資料結果 44
4.3. 經營策略與使用需求分析 47
4.4. 競爭策略分析 49
4.5. 行銷策略分析 53
4.6. 資源管理分析 57
第五章 結論與建議 61
5.1. 研究結論 61
5.2. 研究貢獻 62
5.3. 研究限制 63
5.4. 後續研究建議 63
參考文獻 64
附錄 67

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http://www.find.org.tw/find/home.aspx?page=many&;id=329
11.LBS與未來行動學習 : http://newsletter.teldap.tw/news/ProgramTourismContent.php?nid=3976&;lid=447
12.定位技術在LBS應用裡所扮演的角色與迷思 : http://www.geo.com.tw/geolab/Lbsfields/1/09071601.htm
13.2016年行動即時通訊用戶將超過13億：
http://www.bnext.com.tw/article/view/cid/103/id/18987
14.2012行動產業藍圖(上)&;(下)：
http://www.bnext.com.tw/focus/view/cid/103/id/21601
http://www.bnext.com.tw/focus/view/cid/103/id/21629
15.簡訊廣告: http://wiki.mbalib.com/zh-tw/行動廣告
16.簡訊廣告: http://wiki.mbalib.com/zh-tw/手機短信廣告
17.適地化服務LBS : http://wiki.mbalib.com/zh-tw/LBS
18.簡訊廣告: http://zh.wikipedia.org/wiki/簡訊
19.3G : http://zh.wikipedia.org/wiki/3G

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http://en.wikipedia.org/wiki/Mobile_advertising
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http://www.chetansharma.com/MobilePredictions2012.htm
22.Location Based Services :
http://gisreview.blogspot.tw/2011/07/location-based-services-little-bit-of.html#.UOxCkeQ3t17